SMS vs Email: What You Need to Know When Messaging Patrons
A guide on how to choose the right communication for your message
When your library is choosing what type of message to send to your patrons, there are a few considerations to keep in mind. Many MessageBee users have both email and SMS subscriptions, so they have options on what channels to use when messaging but picking the best one and pairing that with the right messaging will ensure smooth deliverability, and that patrons will act on their message.
First, we need to discern the different types of messages that MessageBee can send. There are two different categories of communications, Transactional and Marketing. Each kind of message has a specific purpose and use. Transactional messages are used to update patrons on their borrowing activity, while marketing messages are for keeping patrons current on everything else, like newsletters and events. Check out this graphic to help guide you:
Transactional vs Marketing Messages
Transactional
Marketing
Individualized / Personalized
Individualized emails or SMS messages to one patron
Personalized
Replace ILS-generated notifications
Mass Communication
Send mass emails to large groups
Non-personalized
Examples
- Overdue
- Predue
- Hold Notices
- Bills
- Card expiration
- Welcome email journey
Examples
- Newsletters
- Holiday messages
- Closures
- Advertising in-library events
- Summer reading programs
- Share virtual resources
MessageBee allows libraries to communicate with patrons through both email and SMS, but each channel serves a different purpose. Email messaging is ideal for messages that contain more detail, because they can include rich content like images, links, and other multimedia content.
SMS notifications, on the other hand, are perfect for quick, time-sensitive alerts like due date reminders, holds ready, or library closures, as they are seen immediately on patrons’ phones. Understanding the strengths of each channel helps libraries ensure their messages reach patrons effectively while maintaining clarity and engagement.
Principles for Messaging
Keep your content relevant and engaging with readers
Writing and sharing content that your readers are interested in is the most important thing with newsletters. The more people that open and read your emails, the better.
Make it readable at-a-glance
Did you know that 74% of readers only glance at newsletters? Make your emails quickly scannable with clear headlines, sections, and plenty of images. Including things like bulleted and numbered lists will translate into more eyeballs on your emails.
Send often, but not too often
According to Campaign Monitor, best practice for sending newsletters is at least once a month, but no more than twice a week.
Pros & Cons of Email vs SMS Messaging
Each communication channel brings unique strengths — and limits. Use this quick matrix to choose the right tool for the right message.
SMS
Lots of information in each communication
Emails can include images, links, videos, and more. Lead with the most important details and use a strong subject line.
Seen immediately by subscribers
SMS messages are opened quickly and work best for reminders, due dates, and urgent notices happening soon.
Readers must open the message
Inbox overload means many patrons may ignore or delay reading emails.
Limited information per message
SMS is limited to about 160 characters and text-only. Too many links can hurt deliverability and increase costs.
Download the MessageBee Deliverability Guide
Our guide has all the information you need to start sending great messages
FAQs for Messaging Patrons
Here are some common questions to guide you through selecting the correct communication.
Transactional messages: automatic notices about holds, due dates, reminders, and other account activity (via email or SMS).
Marketing messages: targeted outreach such as newsletters, event announcements, and community updates to engage patrons and promote the library.
For broad updates like newsletters, send to everyone. For more specific topics, use dynamic lists to reach only the patrons who need it. (See our deliverability guide for details on list types and setup.)
Other Key MessageBee features and benefits
- MessageBee removes the need for personal devices for communicating with patrons, adding a layer of security to your library operations.
- Schedule sending for marketing and blackout times for transactional messages
- You can schedule exactly when you send your marketing messages via MessageBee
- Select blackout windows where we won’t send your transactional messages to patrons, like between 8p-6a for example
- Tailor who you want your messages to go to with dynamic marketing lists
- 10DLC SMS technology ensures the highest possible deliverability rate for text messages