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WhatsApp, SMS, or Email: Which Communication Channel Should Your Business Use?

  • Writer: Ntende Kenneth
    Ntende Kenneth
  • 4 days ago
  • 3 min read

When it comes to business communication, there's no shortage of options email, WhatsApp, and SMS being the most common. But which one should you prioritize for marketing? Which delivers the best results? And how do you even choose?

Hi, I’m Kenneth Ntende, co-founder of Trembi.com, where we help businesses connect with their customers through powerful multi-channel marketing (Trembi Campaigns).


Last year alone, we sent over 150 million messages across WhatsApp, SMS, and email and what we learned was eye-opening.

In this post, I’ll break down:

  • What factors should guide your choice of communication channel

  • How each platform performed in our data

  • What you should be doing to maximize reach and engagement


Prefer to watch a video:



Step 1: Consider These 3 Key Factors Before Choosing a Channel

1. Geography

Different regions prefer different communication methods. As an example;

  • In China, WeChat dominates many people don’t even use email.

  • In Africa, while people may have email addresses, it's not their go-to channel. WhatsApp or SMS tends to perform better.

  • In the West, email still reigns supreme many users view WhatsApp or text messages as intrusive.

Bottom line? Where your audience lives should influence how you reach out to them. There’s no universal solution.

2. Cost

Every channel comes with a price tag.

  • Emails might seem cheap at first, but some platforms charge based on the number of contacts.

  • SMS and WhatsApp can have higher per-message costs especially as your list grows.

If you’re communicating with 10,000 or 100,000 contacts, costs add up quickly. So, understand the pricing models of your marketing tools before diving in.

3. Urgency

Ask yourself: How quickly does this message need to be seen?

  • Email is great for non-urgent updates, newsletters, and in-depth content.

  • SMS and WhatsApp are better for time-sensitive messages flash sales, reminders, OTPs, etc.

For example, if a child needs lunch money or there’s a real-time event happening, SMS or WhatsApp makes way more sense than email.


Step 2: What the Data Tells Us – A Breakdown of Performance

We analyzed over 1.8 million messages and tracked open rates, responses, and conversions. Here's what we found:

WhatsApp: The Engagement King

  • Response rate: 20–50%

  • Even cold messages got replies

  • Great for personal and interactive communication

Verdict: If you're looking for real-time engagement, WhatsApp is unbeatable.

SMS: The Unexpected Performer

  • Open rate: 95–97%

  • Most messages were read within 5–10 minutes

  • Low replies, but high click-through rates

Verdict: Use SMS to trigger action (click a link, claim a coupon). It's perfect for short, punchy calls to action.

Email: Low Replies, High Returns

  • Response rate: 1–5%

  • But it generated the highest business value in terms of deals closed and revenue

  • Ideal for long-form, value-driven content and nurturing leads

Verdict: Don’t overlook email. It's slower, but it delivers when it counts especially in B2B.

So Which Channel Wins?

Honestly? All of them.

People are different. Some will check their emails religiously. Others prefer the quick tap of a WhatsApp message or SMS. Your job as a marketer isn't to choose the best it’s to be everywhere your customer is.


The Smarter Way to Do It All: Try Trembi Campaigns

If managing three platforms sounds like a headache, that’s where Trembi Campaigns comes in.

With Trembi Campaigns, you can:

  • Send email, SMS, and WhatsApp campaigns from one dashboard

  • Track performance across all channels

  • Pay only for the messages you send no upfront costs

Best of all? It’s free to get started. You only pay for the messages you use.





Final Thoughts

Choosing the right channel isn't about finding the “winner.” It’s about knowing your audience, understanding your goals, and using the right tools to distribute your message across multiple touchpoints.

Communicate smarter. Be everywhere. And let your results speak for themselves.

Ready to grow your business with email, SMS, and WhatsApp?

Try Trembi Campaigns today for free.


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