As you're learning more about conversational commerce, you may start to feel defensive about your current email communication strategy. We're here to show you how to augment your arsenal — not abandon it. SMS, instant messaging (IM), and email each have a role to play. The key is knowing when to use each one.

Common concerns about adding SMS

Many businesses worry that texting customers will feel invasive or unprofessional. The data tells a different story: 75% of consumers prefer receiving business offers via SMS, and 64% have a positive perception of brands that text them. The key is to always get explicit opt-in consent and to send messages that are genuinely useful.

When to use SMS

• Time-sensitive information (appointment reminders, flash sales, urgent updates)
• Two-way conversations where you want a real reply
• Follow-ups on leads that went cold
• Sending or requesting documents, photos, or media (MMS)
• Mass campaigns with high expected response rates

When to use instant messaging (IM)

• Real-time web chat on your website to capture inbound interest
• Social DM conversations from Facebook Messenger or Instagram
• Customers who prefer messaging apps to traditional SMS
• Rich media conversations (GIFs, longer messages, threads)

When to use email

• Lengthy, detailed content like newsletters, reports, or legal documents
• Communication that requires a paper trail
• Nurture sequences for cold or inactive contacts
• Contacts who have explicitly opted for email communication

Pro tips for omnichannel B2C communication

• Centralize everything: Use one platform (like Chatfully) to manage SMS, IM, and all channels in one place
• Let customers choose: Ask new contacts how they prefer to communicate
• Follow up faster: The first business to respond wins — especially in sales
• Personalize every message: Use contact data to make every message feel 1:1
• Track and optimize: Monitor open rates, response rates, and resolution times across channels

Ready to unify your channels? Try Chatfully free and start managing SMS, IM, and more in one platform.

← Previous article Next article →