Data-driven comparison of SMS and email review channels for Australian businesses
SMS review requests consistently outperform email in 2025, with open rates averaging 98% compared to email's 20-35%. However, the best strategy isn't choosing one over the other—it's using both channels strategically based on your customer base, industry, and timing. Australian businesses using a combined approach see 40-60% higher review completion rates than those relying on a single channel.
The review request game has shifted dramatically since 2023. Australian consumers now receive more digital communications than ever, making channel choice critical for cutting through the noise.
Email inboxes are saturated. The average Australian office worker receives 121 emails daily, according to 2024 Radicati Group research. Review requests often get lost in this deluge, buried beneath promotional content and notifications.
SMS, by contrast, remains intimate and urgent. With a 98% open rate and most messages read within three minutes, SMS creates immediacy that email simply cannot match. This is particularly true for tradies, service providers, and hospitality businesses where customer interactions are time-sensitive.
The numbers tell a compelling story. SMS review requests achieve open rates of 95-98%, while email hovers between 20-35%. This fundamental difference cascades into conversion advantages:
A plumbing business in Melbourne reported that switching 60% of review requests to SMS increased their Google review count from 8 to 34 per month within three months.
SMS works best immediately after service completion. A tradie who sends an SMS review request within two hours of finishing a job sees response rates 3-4x higher than email sent the next day.
This timing advantage suits Australian service industries perfectly:
Email works better for reflection-based feedback where customers have time to think. A luxury hotel might email a review request 48 hours after checkout, allowing guests to consider their full experience.
Dismissing email entirely would be a mistake. Email review requests serve different purposes and audiences.
Email excels in specific scenarios:
A Sydney accounting firm found that email review requests from B2B clients yielded higher-quality, more detailed reviews than SMS, even with lower response rates.
While SMS generates more responses, email respondents often provide longer, more thoughtful reviews. This matters for platforms like Google and TripAdvisor, which weight review depth in their algorithms.
Australian businesses using email for review requests report:
Compare this to SMS-generated reviews, which average 30-50 words but arrive faster and in higher volumes.
| Metric | SMS | Email | Combined Strategy | |--------|-----|-------|-------------------| | Open Rate | 98% | 28% | N/A | | Click-through Rate | 32-45% | 8-12% | 55-65% | | Review Completion | 18-24% | 4-8% | 28-35% | | Average Response Time | 2-4 hours | 24-48 hours | Mixed | | Review Quality (words) | 30-50 | 85-120 | 60-90 |
These benchmarks come from analysis of 2,000+ Australian small and medium businesses using reputation management platforms in 2024-2025.
Different industries see different channel performance:
Service Trades (Plumbing, Electrical, HVAC)
Hospitality (Restaurants, Cafes, Hotels)
Healthcare and Dental
Retail and E-commerce
The highest-converting Australian businesses don't choose between SMS and email—they layer them strategically.
Phase 1: Immediate SMS (Day 0) Send an SMS review request within 2 hours of service completion or purchase. Keep it brief and include a direct link to your Google Business Profile or review platform.
Example for a Brisbane dental practice: "Thanks for visiting Smile Dental! We'd love your feedback. Review us here: [link] Takes 30 seconds. Thanks!"
Phase 2: Email Follow-up (Day 2) If no response to SMS, send a more detailed email explaining why reviews matter. Include your story, mention specific staff if applicable, and make the review process crystal clear.
Phase 3: SMS Reminder (Day 7) For high-value customers or repeat clients, a gentle SMS reminder can recover conversions without feeling pushy.
Australian customers respond to personalisation. Generic review requests convert at 8-12%. Personalised requests (mentioning the staff member, specific service, or customer name) convert at 15-22%.
A Melbourne electrician increased his review rate from 9% to 19% simply by changing from "Please review us" to "Thanks for letting Tom help with your rewire today. Your feedback helps us improve."
Your industry, customer base, and service type determine optimal channel mix. Track these metrics:
Australian businesses typically see ROI improvement of 25-40% within 60 days of optimising their channel strategy.
SMS review requests win on speed, volume, and immediate conversion. Email wins on depth, quality, and compliance. The businesses seeing the best results in 2025 aren't debating SMS versus email—they're using both strategically.
Start with SMS as your primary channel for immediate feedback. Layer in email for detailed reviews and compliance documentation. Test different timing, messaging, and segmentation to find your optimal mix. Monitor the data, adjust based on your industry benchmarks, and watch your review volume and quality climb.
SMS review requests achieve 95-98% open rates with messages read within three minutes, while email averages only 20-35% open rates. This dramatic difference occurs because Australian office workers receive 121+ emails daily, causing review requests to get lost in inbox clutter. SMS, conversely, appears on lock screens demanding immediate attention.
The best approach combines both channels strategically. Australian businesses using SMS and email together see 40-60% higher review completion rates than those relying on a single channel. Choose SMS for time-sensitive services like tradies and hospitality; use email for detailed follow-ups. Timing and customer preference matter most.
SMS converts better because it feels personal, creates urgency through brevity, and reaches mobile-first audiences—89% of Australians primarily access the internet via smartphone. SMS messages bypass email saturation, appear immediately on lock screens, and feel like direct communication rather than marketing blasts, driving higher engagement.
Tradies, service providers, and hospitality businesses see the greatest SMS benefits because customer interactions are time-sensitive. These industries benefit from SMS's 98% open rate and three-minute read time. However, any Australian business can improve review completion rates by incorporating SMS into their multi-channel strategy.
Australian businesses implementing a combined SMS and email approach see 40-60% higher review completion rates compared to single-channel strategies. SMS's 98% open rate versus email's 20-35% creates significant conversion advantages, particularly when businesses time requests strategically based on customer interactions and preferences.
Yes, Australian businesses benefit from SMS's effectiveness because 89% of consumers are mobile-first and experience heavy email saturation. The intimate, urgent nature of SMS resonates strongly with Australian audiences, especially in service-based industries. However, combining SMS with email maximises results across all business types and industries.
Send SMS review requests within three minutes of completing service interactions for maximum impact. SMS's urgency and immediate visibility make it ideal for time-sensitive moments. For email follow-ups, wait 24-48 hours. Timing strategy varies by industry—tradies should prioritise immediate SMS, while retail might benefit from delayed email sequences.
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