THE BLOG SMSMODE©
SMS VS Push Notifications :
August 8, 2023
With around 89% of the world's population using a smartphone (6.8 billion people) and an ever-increasing average of 3.6 hours a day using mobile apps, businesses can't do without the two benchmark mobile channels: SMS and push notification. But which type of message is right for your business? Use this guide to compare push notifications and SMS, and understand which best meets your company's challenges and your customers' needs.
Companies need to be able to reach their customers at the right time and in the right place. So, when the vast majority of consumers turn to their phones to shop, browse, work and more, SMS and push notifications present themselves as the perfect solution. They're ideal for getting a message to customers quickly and effectively, boosting engagement, sales and loyalty. But whether it's SMS or push notifications, all channels need to be used, and above all optimized! In this article, we'll explore the distinctions between SMS and push notifications, discuss their respective strengths, KPIs, use cases and provide you with tips on choosing the right communication channel for your business.
SMS and push notifications: what's the difference?
While they may seem similar at first glance, there are important differences between these two channels that can impact the effectiveness of your messaging strategy.
SMS (Short Message Service) allows you to send text messages of up to 160 characters to your customers (longer messages are possible, but will be charged for multiple credits). They appear in the native messaging application of the user's device. Unlike push notifications, which by their very nature require the installation of an application, SMS notifications can be sent to any cell phone.
Push notifications, on the other hand, are brief alerts triggered by an application that the customer has already downloaded. The user's phone must be a smartphone. It's not necessarily necessary for the application to be open for the alert to appear, in the form of banners, alerts or pop-ups.
Comparative advantages: SMS vs Push notification
Opt-in :
On both channels, it is necessary for users to have chosen to receive the messages. Until recently, it was still possible to start sending push notifications without recipients having to provide explicit written consent, but on IOS and from Android 13 onwards, consent is now mandatory.
In the case of SMS notifications, explicit customer consent generally involves customers giving their consent by providing their telephone number or subscribing to a mailing list.
However, in terms of subscription rates, SMS and push notification are not the same! The subscription rate for push notifications varies from 0.5% to 15%, depending on the device and industry (source: Mobile Services), while that for SMS approaches 70%.
Visibility & Commitment :
In a classic configuration, the SMS is visible on a locked screen and triggers a ringtone or vibration when received. This ensures maximum visibility. When an SMS is received, users can read it, click on a link or reply.
It's easier to miss a push notification, which is often only visible for a few seconds. Push notifications can appear in the form of a banner, on the locked screen or on unlocking. They can appear in a list, individually, or stacked with other notifications. Their display depends on your users' preferences. So you have very little control over visibility.
In terms of engagement, push notifications still have a lot to offer. It can include action buttons, deep links and allows users to perform actions directly within the application. All without changing environment, for a seamless experience.
Memorization :
Push notifications can easily be ignored or deleted without being read, whereas SMS messages are often opened and read immediately upon receipt (90% are read within 4 minutes). For important or urgent messages, SMS is preferable.
User experience :
SMS is a well-established and familiar form of communication for most cell phone users. They are integrated into every phone's standard messaging application. On the other hand, recipients have less control over their preferences regarding your communications, and usually only have the option of subscribing or unsubscribing.
With push notifications, the user is king. They have a great deal of control over the type of notification they receive, how they receive them, and how the messages appear on their device.
Customization :
In both cases, companies can use user base segmentation to send targeted, personalized messages based on users' preferences, behaviors or demographics. This enables more personalized, relevant and tailored messages to be delivered, improving engagement.
When it comes to personalizing the messages themselves, SMS messages can include variables such as $name, $first name, $mail, $product... The text and potential links in the message can therefore be personalized according to these variables. the SMS sender can also be personalized .
Push notifications, meanwhile, offer a more visual and interactive way of engaging with users. They can include rich media, such as images or videos, and can be personalized with brand elements to create a more immersive experience.
Scope and accessibility
SMS notifications have a much wider reach than push notifications, as they can be received on any cell phone. If you want to target a large audience, or customers who may not have installed your application, SMS is the ideal channel.
Push notifications, on the other hand, are limited to users who have installed the application and opted to receive notifications. Although push notifications offer a more targeted approach, they may not reach as many users as SMS notifications.
It's also worth noting that SMS messages don't require an Internet connection to be received, unlike push notifications which depend on an active Internet connection. This means that SMS can be used even with limited or unavailable internet connectivity, making it a more reliable option for reaching recipients in all situations.
Compatibility :
SMS is compatible with all cell phones, from smartphones to basic phones. Unlike push notifications, which often require specific applications or operating systems, SMS can reach a wider audience and ensure that all recipients can receive them.
Push notification, SMS: The KPIs match
Open rate :
SMS : 98%
Push notification: 7.8
On this indicator, the figures speak for themselves. And since 90% of SMS messages are read within the first three minutes of being sent, you're almost certain to draw customers' attention to your message this way.
Please note, however, that it is possible to view and/or read a push notification without opening it, which inevitably has an impact on the rate. Moreover, opening the notification also opens the application, even if the action has not been requested by the user, which may be a reason not to open the notification.
Click-through rate :
SMS: between 6.16% and 36%.
Push notification: 7.8% (4.9% on iOS and 10.7% on Android)
Read our article on SMS click-through rates
As you've probably guessed, for notification, click rate and open rate are the same data, since clicking leads to opening. However, the click-through rate, like the conversion rate (29%), is a KPI in which SMS does well.
Delivery time :
SMS : instant at 4 seconds
Push notification: instant?
SMS delivery time depends on the channel used, the traffic at the time of sending and your recipient's operator.
As push notifications pass through the Internet data stream, the delay should be counted in milliseconds. Be careful, though, because Apple's push notification service (APNS) doesn't give you any information about the delivery of your notification. Unlike your SMS provider, who can tell you exactly which messages have been delivered.
Use cases for both channels :
It's the #1 decision factor for companies. Notifications, push or SMS, are not necessarily opposed to each other. It all depends on the type of message and the objective of your communication, the profile and preferences of your target clientele and, above all, the budget and resources available.
Push notifications
- Promotion of flash sales and special in-app offers
- Cart abandonment
- Messages based on user behavior
- Geolocation-based notifications
- Product updates
- New functions
- Requests for comments
- Retaining users on your application
- News, sports scores, etc.
SMS
- Urgent and important notifications (collection, invoicing, etc.)
- Appointment confirmations and reminders (medical, administrative appointments, reception professions)
- Authentication and verification codes (OTP)*
- Travel alerts (flight changes, cancellations, documents, etc.)
- Delivery updates
- Confirmation messages (purchase, delivery...)
- Fraud alerts
- Marketing messages
- Reservation confirmations
* One Time Password. For security reasons, SMS is preferred for connections, transactions or sensitive information. In fact, SMS has a deliverability rate of over 95%. Sending one-time passwords is more secure via SMS than via push notification.
Best practices for using each channel
SMS :
- Respect the appropriate dispatch times
- Keep messages short and clear
- Include clear instructions for calls to action
Push Notifications :
- Avoid spam and excessive messaging (customers bothered by notifications may uninstall your application).
- Added value in every notification
- Segment users for optimal personalization
Conclusion
SMS notifications and push notifications are both valuable tools for companies to reach their customers on mobile devices. While SMS notifications offer wider reach and immediate engagement, push notifications offer more interactive and personalized experiences within an app. By understanding the differences between these communication channels, and considering your company's specific needs, you can choose the right channel to effectively engage your customers and drive your business forward. Whether you opt for SMS notifications, push notifications or a combination of both, maintaining a customer-centric approach and delivering relevant messages will be key to success on mobile.
Our team advises you
Are you interested in our services? Our account managers and our technical team are at your disposal to answer all your questions about our SMS solutions and to give you advice on how to set up a campaign.