Data-backed comparison showing which channel drives more customer reviews for Australian businesses
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Look up my scoreSMS review requests outperform email by a significant margin. Australian businesses using SMS see response rates of 25-40%, compared to just 3-5% for email. However, the optimal strategy isn't choosing one—it's using both channels strategically, tailored to your customer base and business type.
Online reviews are no longer optional. Many Australian consumers read reviews before making a purchase decision. Yet most businesses struggle to collect them consistently.
The channel you choose to request reviews dramatically impacts your collection success. Getting this right means more social proof, better search rankings, and ultimately, more customers walking through your door.
SMS has become the heavyweight champion of review collection:
• Open rate: 98% (typically within 3 minutes) • Response rate: 25-40% • Average response time: 2-5 minutes
Most Australians carry their phones everywhere. An SMS arrives as an immediate notification—it's difficult to ignore. A Perth-based plumbing business switched from email to SMS and saw their review collection jump from 8 per month to 34.
Email isn't dead, but it's struggling for reviews specifically:
• Open rate: 15-25% • Click-through rate: 2-5% • Review response rate: 3-5% • Average response time: Several days or never
Australian consumers receive an average of 121 emails per day. Your review request competes with newsletters, promotions, and notifications. A Melbourne-based dental practice found their email review requests were being marked as spam 12% of the time.
| Metric | SMS | Email | |--------|-----|-------| | Delivery Rate | 98-99% | 85-95% | | Open Rate | 98% | 15-25% | | Spam Risk | Low | High | | Time to View | 3 minutes average | 1-3 days average |
Winner: SMS — Nearly guaranteed visibility, immediately.
SMS Costs: • Typical cost: $0.08-$0.15 per SMS • Response rate: 25-40% • Cost per review: $0.20-$0.60
Email Costs: • Typical cost: $20-$100/month for platform • Response rate: 3-5% • Cost per review: $4-$20
Winner: SMS — Significantly cheaper per actual review collected.
SMS: Quick, personal, non-intrusive. Risk: Can feel pushy if overused. Best timing: Within 24 hours of purchase or service.
Email: Less intrusive, can include more context. Risk: Gets lost in inbox. Best timing: 2-3 days after experience.
Winner: Tie — Depends on your audience and frequency.
SMS Requirements: • Must have explicit consent (Telecommunications Act) • Must include opt-out option • Cannot send between 9pm-8am • Penalties: Up to $555,000 for businesses
Email Requirements: • Must have consent (Spam Act 2003) • Must include unsubscribe link • No time restrictions • Penalties: Up to $555,000 for businesses
Winner: Email — Slightly fewer restrictions, though both require consent.
Service-based businesses (tradies, plumbers, hairdressers, healthcare)
Hospitality and retail (cafes, restaurants, shops)
When you need fast results
E-commerce and online businesses
B2B services
When you want detailed feedback
Top-performing Australian businesses aren't choosing between SMS and email—they're using both strategically.
Step 1: Use SMS for Immediate Reviews (24-48 hours post-purchase)
Send a short, friendly SMS with a direct review link. Keep it to one message.
Example: "Hi Sarah! Thanks for visiting us today 😊 Would love your feedback: [link]. Takes 60 seconds!"
Step 2: Follow Up with Email (3-5 days later)
Target customers who didn't respond to SMS. Include more context about why reviews matter and provide multiple review platform links.
Step 3: Use automation to manage the process
Set up multi-channel requests automatically. Track which customers have reviewed, monitor response rates by channel, and adjust timing based on data. Starworks automate this entire process, handling both SMS and email review requests while generating AI-powered responses to incoming reviews—saving Australian businesses hours of manual work each week.
A Sydney-based aged care facility implemented this hybrid approach:
• SMS (24 hours): 34% response rate • Email follow-up (5 days): Additional 12% response rate • Combined result: 46% of contacted customers left reviews • Outcome: Google rating improved from 4.1 to 4.7 stars in 3 months
❌ Sending too many SMS requests (maximum: 1-2 per customer per month) ❌ Forgetting the opt-out option (required by law) ❌ Sending outside 8am-9pm (violates Telecommunications Act) ❌ Making it complicated (use shortened URLs and direct links)
❌ Generic subject lines ("We'd love your feedback" gets ignored) ❌ Unclear review instructions (provide direct links to Google, Facebook, etc.) ❌ Requesting too much information (reviews should take 60 seconds maximum)
Track these key metrics:
Response Rate = Reviews received ÷ Requests sent × 100
Cost Per Review = Total channel cost ÷ Reviews received
Time to Review = Average days between request and review
Review Sentiment = Percentage of positive reviews by channel
☐ Customer has given explicit consent ☐ SMS includes clear opt-out option ("Reply STOP") ☐ Never send between 9pm-8am ☐ Include your business name or identifier ☐ Respond to opt-out requests within 24 hours
☐ Customer has given consent ☐ Email includes clear unsubscribe link ☐ Include your business name and address ☐ Don't use misleading subject lines ☐ Respond to unsubscribe requests within 5 working days
Important: Non-compliance can result in fines up to $555,000 for businesses. Starworks handles this end-to-end for Australian businesses (see how).
For most Australian businesses, SMS wins for review collection.
| Factor | Winner | Advantage | |--------|--------|-----------| | Response Rate | SMS | 5-8x higher | | Cost Per Review | SMS | 10-30x cheaper | | Speed | SMS | 50x faster | | Compliance Ease | Email | Slightly simpler |
The real winner is a hybrid approach:
This combination maximizes your review collection while respecting customer preferences and staying legally compliant.
SMS and email are both effective channels for review requests in Australia, and the most effective strategy combines both. SMS tends to generate quicker responses, while email suits customers who prefer written communication. Tailor your approach based on your customer base and business type. Starworks automates both SMS and email review requests, so you can reach customers through their preferred channel without manual effort.
SMS review requests tend to get better response rates than email because SMS messages are typically opened quickly and feel more immediate and personal than email. Most Australians carry their phones constantly, so review requests delivered via SMS feel natural alongside appointment confirmations and other time-sensitive messages. Email, by contrast, can get lost in crowded inboxes and competes with many other messages for attention. SMS's direct notification system and the expectation of prompt replies generally drive faster engagement and higher response rates for review collection.
Most Australian consumers read online reviews before making a purchase decision, making review collection critical for business credibility. Getting more reviews through effective SMS and email strategies directly impacts your social proof, search rankings, and customer acquisition. Starworks automates review requests via SMS and email, helping you build a steady stream of customer feedback across Google, Facebook, ProductReview.com.au, and True Local. Our review funnelling also directs positive reviews to public platforms while routing constructive feedback privately first, protecting your online reputation while gathering genuine customer insights.
Customers typically respond to SMS review requests within 2-5 minutes. This rapid response time is one of SMS's biggest advantages over email, where responses often take several days or never arrive. For Australian tradies and service businesses, this speed means collecting reviews while the customer experience is still fresh in their mind.
Yes. A Perth plumbing business increased monthly reviews from 8 to 34 by switching from email to SMS. Since most Australians check phones constantly for appointment confirmations, adding a review request feels natural and timely. The combination of high open rates and quick response times makes SMS highly effective for consistent review collection.
Use both strategically. SMS tends to drive faster responses and works well for time-sensitive requests, making it popular with service businesses like trades. Email suits customers who prefer written communication and allows for more detailed messaging. Your choice depends on your customer base and communication preferences—testing both reveals what works best for your specific business.
Online reviews directly influence consumer purchasing decisions and provide essential social proof for your business. They improve search rankings and drive customer acquisition. Businesses that struggle to collect reviews consistently miss opportunities for growth. Strategic SMS and email review requests ensure a steady review flow, giving you competitive advantage in your local market.
Starworks automates the work this article describes — AI review responses, SMS/email requests, smart routing — for Australian businesses. Start with a 7-day free trial.
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