Generally, it is better to send a gift card by text message to ensure higher redemption rates.
Why Text Messages Are Superior for Gift Card Delivery
Sending gift cards via text message offers a significant advantage primarily due to the drastically higher engagement rates compared to email.
- Maximizing Redemption: Most individuals readily open their text messages, ensuring that a gift card sent via SMS is highly likely to be seen and redeemed. This contrasts sharply with email, where the average open rate is around 21%. This means there's a substantial chance that a reward email, and the valuable gift card funds it contains, might remain unopened, leaving the funds in limbo.
- Instant Notification: Text messages often provide immediate alerts directly to a recipient's phone, making them instantly aware of their gift. This speed can be crucial for time-sensitive offers or simply for ensuring prompt recognition of the gift.
- Direct & Uncluttered: Text messages cut through the noise of crowded email inboxes. They are typically short, direct, and less likely to be filtered into spam or overlooked among other digital communications.
Considerations for Email Gift Card Delivery
While text messages generally offer superior redemption, email can still be a suitable option in specific contexts:
- Detailed Information & Branding: Emails provide ample space for custom branding, a personalized message, and detailed instructions for gift card redemption. This is beneficial for corporate gifting or when you want to provide a more elaborate presentation.
- Formal Occasions: For certain formal or professional gift-giving scenarios, email might be perceived as a more appropriate and traditional communication channel.
- Recipient Preference: Some recipients may prefer to receive digital gifts in their email inbox for better organization or perceived security, especially if they are not accustomed to receiving commercial texts.
However, when considering email, it's essential to acknowledge the inherent risk of lower visibility and potential non-redemption due to the lower average open rates.
Choosing the Best Method: A Quick Comparison
To help you decide, here's a quick comparison of key aspects:
| Feature/Method | Text Message | |
|---|---|---|
| Open Rate / Redemption | Very High; Most texts are opened, leading to high redemption. | Approximately 21% open rate; Funds may go unredeemed if not opened. |
| Immediacy of Delivery | High; Instant notification to phone. | Moderate; Can be overlooked in a busy inbox. |
| Character/Content Limit | Limited space; Best for concise messages. | High; Allows for rich text, images, and detailed instructions. |
| Branding Opportunities | Minimal. | Extensive; Ideal for incorporating company logos and designs. |
| Recipient Preference | Growing preference for direct, immediate alerts. | Traditional for formal communication and detailed information. |
| Primary Use Case | Maximizing gift card redemption and quick rewards. | Detailed communication, formal gifts, brand reinforcement. |
Practical Insights for Optimal Delivery
- Prioritize Redemption: If your primary goal is to ensure the gift card is seen and used, text messaging is the most effective channel.
- Obtain Consent: Always ensure you have explicit consent from the recipient before sending text messages, especially for promotional or reward purposes, to comply with regulations.
- Clear Instructions: Regardless of the method, ensure that redemption instructions are simple, clear, and easy to follow to minimize friction.
- Consider Hybrid Approaches: For high-value gifts or important occasions, you might consider sending an initial text notification with a link to an email that contains all the details and branding.
