Data-backed comparison to help Australian businesses choose the right review request channel in 2025
SMS review requests consistently outperform email, with response rates typically ranging from 15-30% compared to email's 1-5%. However, the best strategy isn't choosing one over the other—it's using both tactically. Let's break down what the data shows and how Australian businesses can leverage each channel effectively.
SMS messages have a massive advantage: they're opened within minutes. Studies show SMS open rates hover around 98%, whereas email sits at roughly 20-30%. For Australian businesses, this difference is game-changing.
When a customer receives an SMS asking for a review, they see it immediately on their phone. There's no cluttered inbox, no spam folder, and no decision fatigue. The message is personal, direct, and demands attention.
A Melbourne-based plumbing service recently switched to SMS-only review requests and saw their Google review volume jump from 8-10 per month to 25-30. The tradie's team simply sent a text within 24 hours of job completion: "Cheers for the work today! Could you leave us a quick review? [Link]"
Australians are mobile-first. We spend an average of 8+ hours daily on our phones, and SMS notifications feel urgent in a way emails don't. There's also a trust factor—SMS feels more direct and personal than a marketing email.
The immediacy matters too. A customer is most likely to leave a review when they're still happy about their experience. SMS reaches them at that moment. Email? It might sit in their inbox for weeks.
Despite lower response rates, email has legitimate strengths:
A Sydney-based accountancy firm discovered that while SMS got faster responses, their email strategy attracted more thoughtful, detailed reviews. Their email included a personal note from the director explaining how reviews help them improve. This emotional connection led to longer, more specific feedback.
Typically, 1-5% for cold review requests. But with segmentation and personalization, some Australian businesses achieve 8-12%. The key is timing—sending emails within 24-48 hours of service delivery, not weeks later.
| Factor | SMS | Email | |--------|-----|-------| | Open Rate | 98% | 20-30% | | Response Rate | 15-30% | 1-5% | | Time to Response | 2-4 hours average | 24-72 hours average | | Perceived Intrusiveness | Higher (if overused) | Lower | | Detail Capacity | Limited | Extensive | | Cost per Message | 3-8 cents | Minimal | | Compliance Complexity | Medium | Low |
Service-based businesses dominate SMS review request success:
Why the variation? Service businesses have direct customer phone numbers and personal relationships. Retail often has less direct contact. A Brisbane dental practice we worked with achieved 32% SMS response rates because patients expect appointment reminders via text—the review request felt natural.
Email performs better when customers are already engaged with your email marketing. A Melbourne fashion boutique with an active newsletter saw 6% review request response rates via email, compared to their SMS rate of 14%. The difference? Email felt integrated with their brand communication; SMS felt transactional.
Optimal timing for SMS:
A Gold Coast landscaping company tested different send times and found 2-4 PM generated their highest response rates. Customers had time to reflect on the work but hadn't moved on to other tasks.
This is where many Australian businesses fail. Sending SMS requests for every transaction will tank your response rates and damage relationships.
Best practice frequency:
A Sydney-based pest control company was sending SMS requests after every service. Their response rate dropped from 18% to 4% within three months. They switched to SMS for major jobs only, and rates rebounded to 22%.
Keep it short and specific:
Include a direct link:
Make it easy:
Email allows storytelling:
A Perth accounting firm increased email review requests from 2% to 9% simply by having the business owner sign emails personally instead of using a generic "Accounting Team" signature.
Yes. Under Australian Consumer Law and the Spam Act 1003:
Email has similar requirements under the Spam Act, but enforcement is less strict. SMS, being more intrusive, gets more regulatory attention.
Absolutely. Customers who receive too many SMS messages—even from legitimate businesses—will unsubscribe or report you as spam. This damages your sender reputation and delivery rates.
The data suggests a tiered approach:
This approach maximizes response rates while respecting customer preferences and compliance requirements.
A Brisbane digital marketing agency implemented this strategy and saw their combined review request response rate jump from 6% (email only) to 28% (hybrid). They got the speed benefit of SMS plus the depth benefit of email follow-ups.
The businesses seeing the best review growth in 2025 aren't choosing between SMS and email. They're using both strategically, respecting customer preferences, and keeping requests timely and relevant. That's the real competitive advantage.
SMS review requests achieve 15-30% response rates, while email typically gets only 1-5%. SMS's 98% open rate versus email's 20-30% makes it significantly more effective for Australian businesses seeking customer reviews quickly.
Australians are mobile-first, spending 8+ hours daily on phones. SMS feels personal and urgent, reaching customers when they're happiest about their experience. Email gets lost in cluttered inboxes, whereas SMS demands immediate attention.
Use both strategically. SMS for immediate response after service completion, email for detailed context with multiple review platform links. This combined approach maximizes review volume while catering to different customer preferences.
Send SMS within 24 hours of service completion when customers are still satisfied. This timing capitalizes on positive sentiment and catches them while the experience is fresh, significantly increasing review likelihood.
Yes, email remains valuable for providing detailed instructions, multiple review platform links, and images. While response rates are lower, email works well as a secondary touchpoint for customers who prefer written communication.
Results vary by industry. A Melbourne plumbing service increased monthly reviews from 8-10 to 25-30 using SMS-only requests. Success depends on timing, message clarity, and making the review process simple with direct links.
Keep it brief and personal: thank the customer, request a review, and include a direct link. Example: 'Cheers for the work today! Could you leave us a quick review? [Link]' Works best within 24 hours of service completion.
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