It’s 9:02 a.m. You reach for your phone and see a text notification waiting. Instinctively, you tap it open. A few minutes later, your inbox is overflowing, and most emails remain unread. Why do we respond so quickly to one and almost ignore the other?
Text messages feel personal. Unlike emails, which often land in crowded inboxes and compete for attention, a text is immediate and direct. It’s a nudge from someone you know rather than a mass announcement from a faceless sender. Marketing psychology shows that people respond to cues of urgency and relevance - both of which SMS delivers effortlessly.
Cognitive load also plays a role. Every day, we process hundreds of emails, many demanding time, effort, and evaluation. That mental effort creates friction, making it more likely we’ll postpone or ignore messages. Text messages, on the other hand, are concise and easy to digest. The brain rewards brevity, and quickly reading a short SMS triggers a small rush of satisfaction, reinforcing the habit.
Perceived intimacy matters too. People associate texts with personal communication, even from businesses. Emails often feel formal or automated, while texts land in the same space we use for friends and family. Studies show that messages perceived as personal achieve higher engagement, which is why SMS open rates often exceed 90%, far outpacing typical email campaigns.
Timing makes a difference as well. Texts arrive directly on phones, devices we check constantly, and can prompt immediate action, whether it’s claiming a discount or confirming an appointment. Emails, by contrast, can linger for hours, lost in the shuffle of priorities. SMS capitalises on the psychology of immediacy and instant gratification.
Even small design cues reinforce this behaviour. Notifications for texts come with a sound or vibration - a gentle signal demanding attention. Emails are passive; they require the recipient to take the first step. Humans respond to signals in their environment, and a buzzing phone is far more compelling than a blinking inbox icon.