SMS vs Email: When to Use Each at Your Club

For communications that can’t wait
If something needs attention now, SMS is your go-to. Text messages are almost always seen within minutes, with open rates sitting as high as 90+ per cent.

That makes SMS perfect for last-minute event reminders, big promotional giveaways or urgent notices. It’s quick, direct and cuts through the noise.

But with that immediacy comes responsibility. Members tend to see texts as more personal, so it’s important not to overuse them. Save SMS for the moments that truly matter.

When there's more to say
Email shines when you’ve got more to say. Whether it’s a monthly newsletter, upcoming events calendar or communication from the club CEO, email gives you space to tell a story and build a stronger connection with your audience.

While open rates are typically around 20–30 per cent, email remains a powerful and cost-effective channel, particularly when it comes to keeping members informed and engaged through regular communication.

Bringing it all together
To maximise impact, keep your content consistent across every marketing channel your club uses — email, SMS, social media, website and in-venue signage.

Use the same colours, fonts, tone of voice and branding elements throughout. This consistency helps build familiarity with your community and makes your club instantly recognisable.

Where possible, link content back to your website. This not only drives traffic but creates a clear journey for your audience to learn more, register for events or explore what your club has to offer.

It’s also effective to align your email with your social content. Reinforce key messages across channels, reference your latest posts or time emails to land alongside social activity.

This joined-up approach improves cut-through and helps your message land more clearly with your audience.

The sweet spot — using both together
The most effective clubs don’t choose one over the other, they combine them. Think of SMS as the tap on the shoulder and email as the full conversation. A quick text reminder about a major event can drive members to check their inbox for all the details.

A simple rule of thumb:

• Use SMS for urgency and action.
• Use email for detail and connection.

When you find the right mix, you’re doing more than communicating, you’re bringing your community closer.