SMS vs Email Review Requests: Which Gets More Reviews?
You’ve decided to automate your review requests. Great. But now comes the question: should you send them via SMS or email?
Both channels work. But they work differently, and the right choice depends on your business type, customer demographics, and the experience you want to create.
Here’s what the data says — and how to choose the right channel for your business.
The Numbers: SMS vs Email
Open rates
- SMS: 98% open rate (most read within 3 minutes)
- Email: 20-25% open rate (and declining year over year)
SMS wins overwhelmingly here. Almost every text message gets read, while 3 out of 4 emails are ignored.
Click-through rates
- SMS: 19-25% click-through rate on the review link
- Email: 2-5% click-through rate on the review link
Again, SMS dominates. When someone opens a text, they’re more likely to take action because texts feel immediate and personal.
Review completion rates
- SMS review requests: 12-18% of recipients actually leave a review
- Email review requests: 3-7% of recipients actually leave a review
The gap is significant. For every 100 review requests sent via SMS, you can expect 12-18 new reviews. Via email, that drops to 3-7.
The math
If your business has 200 customers per month:
| Channel | Requests Sent | Reviews Generated |
|---|---|---|
| SMS only | 200 | 24-36 reviews/month |
| Email only | 200 | 6-14 reviews/month |
| Both | 200 | 30-45 reviews/month |
That’s the difference between growing your Google profile by 6 reviews or 36 reviews in a single month.
Why SMS Outperforms Email
1. Immediacy
Text messages are read within minutes. When a review request arrives via SMS right after a great experience, the customer acts on it immediately. By the time an email arrives (and gets noticed hours later), the motivation has faded.
2. Simplicity
A text message with a single link is frictionless. Open text, tap link, leave review. An email requires opening the email app, reading through the message, finding the call-to-action button, and clicking through.
3. Personal feel
Texts feel like they come from a real person, even when automated. Emails feel like marketing — because that’s what most emails are. Customers are more responsive to communication that feels personal.
4. Less competition
The average person receives 120+ emails per day but only 30-40 text messages. Your SMS review request faces far less competition for attention.
When Email Still Makes Sense
SMS isn’t always the answer. Email has advantages in specific scenarios:
You don’t have phone numbers
If your payment system only captures email addresses, email is your only option. Some businesses collect phone numbers later as they build the relationship, but for the initial transaction, email might be all you have.
Professional services
For accountants, lawyers, and financial advisors, a well-crafted email may feel more appropriate than a text message. These industries have a more formal communication culture, and an email allows for a longer, more professional message.
High-value transactions
For big purchases (real estate closings, major renovations, new vehicles), an email gives the customer time to reflect on the full experience before leaving a thoughtful review. A text right after a $500,000 home purchase might feel premature.
B2B relationships
Business-to-business clients are often better reached via email, especially if the contact is a purchasing manager or office administrator who prefers email communication.
The Best Strategy: Use Both
The most effective approach isn’t SMS or email — it’s SMS first, email as backup.
Here’s how it works:
- Customer completes a transaction and has both phone and email on file
- SMS is sent first (within 30-60 minutes)
- If no action within 24-48 hours, a follow-up email is sent
This layered approach catches customers on their preferred channel. Some people respond better to texts, others to emails. By using both, you maximize your review collection without being annoying.
Important: Don’t send both at the same time
Sending a text AND an email simultaneously feels spammy. Space them out. The text goes first (because it has better conversion), and the email follows only if the customer hasn’t already left a review.
Crafting Effective SMS Review Requests
The best SMS review requests follow these principles:
Keep it under 160 characters
Long texts get ignored or truncated. Keep your message short and punchy.
Good example:
Hi Sarah! Thanks for visiting Bella Salon today. We’d love your feedback: [review link]
Bad example:
Dear Sarah, Thank you so much for choosing our salon for your haircut today. We really appreciate your business and would be extremely grateful if you could take a moment to leave us a review on Google. Here’s the link: [review link]. Your review helps us serve our customers better!
Include their name
Personalization increases response rates by 20-30%. “Hi Sarah” feels personal. “Dear Valued Customer” feels automated.
Make it feel easy
“Takes 30 seconds” or “Quick feedback” sets the expectation that this won’t be a chore.
One link, no distractions
The message has one goal: get them to tap the link. Don’t add your website, social media, or any other links.
Crafting Effective Email Review Requests
If you’re using email (either as primary or backup), optimize for maximum engagement:
Subject line is everything
The subject line determines whether the email gets opened. Keep it personal and curiosity-driven:
- “How was your visit, Sarah?” (personal, conversational)
- “Quick question about your experience” (curiosity gap)
- “Thanks for choosing [Business Name]” (gratitude)
Avoid generic subjects like “Leave us a review” or “Your feedback matters” — these scream marketing email.
Keep the body short
Three sentences maximum before the call-to-action button:
- Thank them for their visit/purchase
- Tell them their feedback matters to your small business
- Ask them to click and share their experience
Single, prominent call-to-action
One big button: “Share Your Experience” or “Leave a Review.” No secondary links, no footer full of social icons competing for clicks.
The Takeaway
If you can only choose one channel: choose SMS. It gets 3-5x more reviews than email, it’s read faster, and it feels more personal.
If you can use both: send SMS first, email as a follow-up. This maximizes your review collection without overwhelming customers.
The businesses that collect the most reviews aren’t the ones with the best products or the lowest prices. They’re the ones with the best systems — automated, timed, and optimized for the channels their customers actually use.
CustomerFlows sends review requests via SMS and email automatically after every Square or Stripe transaction. Start your free 7-day trial — no credit card required.