The Effectiveness of SMS Marketing Campaigns Versus Email Marketing Campaigns

Authors

Akriti Nepal, Gettysburg CollegeFollow
Edward A. Porter, Gettysburg CollegeFollow
Eliza M. Hoover, Gettysburg CollegeFollow
Kyla G. Cordell, Gettysburg CollegeFollow

Authors

Akriti Nepal '26

Edward Porter '26

Eliza Hoover '26

Kyla Cordell '27

Document Type

Student Research Paper

Date of Creation

Spring 2025

Department 1

Management

Abstract

In the present study, we examine the effectiveness of using SMS marketing campaigns versus email marketing campaigns when marketing towards consumers. We used the e-commerce direct messaging multichannel from 2021 to 2023 to test our hypotheses. A random sample was taken of a messages-demo data set with 7,564 rows that contains 10 million messages to test our hypotheses. The effectiveness of purchasing rates in email and SMS marketing campaigns was tested using an independent samples t-test. The results demonstrate that email marketing messaging had a more positive customer perception compared to SMS marketing messaging, as measured by whether customers opened or unsubscribed to the messaging. Our findings suggest that email marketing messaging was more successful in convincing consumers to make a purchase, as measured through purchase rates in this study.

Comments

Written for MGT 301: Research Methods

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.

Recommended Citation

Nepal, Akriti; Porter, Edward A.; Hoover, Eliza M.; and Cordell, Kyla G., "The Effectiveness of SMS Marketing Campaigns Versus Email Marketing Campaigns" (2025). Student Publications. 1157.
https://cupola.gettysburg.edu/student_scholarship/1157