SMS vs. Email: When and How to Use Each in Insurance Sales

Insurance sales require consistent, well-timed communication. Whether you are trying to reach a brand-new lead or follow up with someone you spoke to last week, the way you contact them can make all the difference. Two of the most common tools are SMS and email. Both have their strengths, and both can be misused.

This article explores SMS vs email in the context of insurance sales, based on insights from the Work Smarter, Not Harder webinar hosted by VanillaSoft. We will look at where each channel shines, compare SMS vs email open rates, and discuss practical ways to combine them for better results.

• SMS vs email is not about choosing one over the other. Each channel has its strengths: SMS is fast and attention-grabbing, while email is better for detailed or longer communication.
• SMS vs email open rates differ greatly. SMS is read within minutes, making it ideal for urgent follow-ups, reminders, and quick confirmations. Email is slower but effective for quotes, disclosures, and nurturing.
• Use SMS for immediacy, email for depth. In insurance sales, SMS works best for first contact and time-sensitive updates, while email supports detailed explanations and ongoing relationship building.
• A combined approach works best. Pair quick SMS touches with follow-up emails to capture attention and provide context.
• Avoid common mistakes. Do not send long, email-style texts, rely on only one channel, or ignore compliance rules for SMS.

At first glance, SMS and email might seem interchangeable. They both deliver messages directly to the prospect, but they work very differently in practice.

In the Work Smarter, Not Harder webinar, Phil Portman of Textdrip summed up one of the main advantages of texting: “There’s something about not leaving that little notification unchecked in your text messages. People respond to SMS in minutes.”

Email, on the other hand, often serves as a slower, more detailed communication tool. According to Shawn Finder of VanillaSoft, it is better suited for nurturing, while SMS is for quick engagement and fast responses.

One of the biggest differences between SMS and email is how quickly and how often messages are opened. In most industries, SMS open rates are significantly higher. Many texts are read within 90 seconds, while email open rates are lower and often delayed.

This speed makes SMS a strong choice for time-sensitive information, such as an expiring offer or a quick appointment confirmation. Email still has value, but it tends to be more effective when the message is informational or detailed.

SMS works best when you need immediate attention or action from a prospect. In insurance sales, that might include:

• Following up with a hot lead within minutes of their enquiry.
• Confirming appointment times or policy details.
• Sending quick reminders about required documents or deadlines.

Portman noted during the webinar that “SMS is the fastest way to make first contact.” If you reply within the first minute, you greatly increase the chance of connecting before a competitor does.

Email is better for longer messages, visual explanations, or attachments. In insurance sales, it works well for:

• Sending quotes or detailed policy comparisons.
• Providing coverage explanations and legal disclosures.
• Following up after a call with a summary of next steps.

Email also plays a key role in nurturing. A prospect who is not ready to buy might not respond to a text right away, but they may open your email later when they have more time.

SMS and email do not need to compete. In fact, using them together can be more effective than choosing one over the other. A common approach is to use SMS for quick touches and email for depth.

For example, if a new lead fills out a form, you might send a text within minutes to confirm you received their request. Shortly after, send an email with more details about your services. This way, the SMS gets their immediate attention while the email provides the full context.

Shawn Finder advised, “It’s usually a combination of channels. Each has its own strengths, but you should use at least two with every lead.”

When deciding between email vs SMS for a specific situation, think about:

• Urgency: Do you need a reply in minutes, or is this a message they can read later?
• Message length: Can it fit into a short text, or do you need room for detail?
• Recipient preference: Some prospects prefer texting, while others respond better to email.
• Compliance: SMS often has stricter consent requirements.

Balancing these factors will help you pick the right channel for each contact.

Using SMS or email incorrectly can hurt your response rates and your reputation. Here are some pitfalls to watch for:

1. Sending long, email-style messages via SMS.
2. Relying solely on one channel for all communication.
3. Ignoring consent and compliance requirements for texting.

By avoiding these mistakes, you maintain trust and improve the effectiveness of both channels.

When it comes to SMS vs email, the question is not which one is better. The real answer is knowing when and how to use each. SMS delivers speed and immediacy, making it ideal for quick responses and urgent updates. Email provides space and flexibility for detailed information and long-term nurturing.

In insurance sales, combining the two creates a stronger outreach strategy. SMS gets attention. Email builds understanding. Together, they keep your prospects engaged and moving toward a decision.