WhatsApp vs Email vs SMS: A Routing Playbook
WhatsApp vs Email vs SMS: A Routing Playbook
Choosing where to send a message matters as much as what you say. Each channel—WhatsApp, Email SMS—has a different superpower. This routing playbook gives you a simple, POPIA-aware framework to match the message type to the best channel so you lift replies, completions, and revenue.
The quick take
WhatsApp = high-engagement conversations and task completion (links, forms, calendar, payments).
Email = long-form content, policy/legal, searchable records, and attachment-heavy communication.
SMS = minimal, time-sensitive nudges when you need instant attention and the fewest possible bytes.
Pro tip: Centralise all three in InOne CRM so consent, context, and outcomes live in one place. That’s how you stay POPIA-safe and report across channels.
The routing framework: Urgency × Complexity × Consent
Use this table to choose the channel in seconds.
Urgency: How time-critical is the message?
Complexity: Does the user need to read, click, sign, or schedule?
Consent: Do you have explicit permission, and does the message fit template rules (for WhatsApp) and opt-in scopes (email/SMS)?
Route like this:
High urgency, low complexity → SMS (“Your driver is 2 minutes away.” “OTP code.”)
Medium–high urgency, medium complexity → WhatsApp (booking links, payment buttons, quick KYC capture).
Low urgency, high complexity → Email (detailed proposals, contracts, policy updates, multi-file quotes).
Then, close the loop in WhatsApp when a task needs taps instead of paragraphs.
Lifecycle examples (copy the patterns)
1) Lead generation
Ad click → WhatsApp (instant reply and 3-question intake).
If no response in 30 minutes → WhatsApp template with value (“Here are Tuesday/Wednesday times—pick one?”).
If still no response in 24 hours → Email with short recap + one clear CTA.
For truly time-critical offers → SMS nudge (“Slots closing today—reply ‘1’ for 14:30.”)
Launch site chat and CTAs with WhatsApp Website Integration to capture UTM + page context automatically.
2) Sales follow-up
Pricing clarification or quick objection handling → WhatsApp (faster back-and-forth, buttons, voice notes if helpful).
Formal quote → Email (PDF + terms), then WhatsApp for “Sign here” or “Pay deposit” buttons.
Deadline reminder → SMS the morning of the cut-off.
3) Onboarding
Welcome + first steps → WhatsApp checklist with 2–3 tappable tasks.
Policy / security → Email (longer, searchable, auditable).
Missed action → WhatsApp retry link; for critical steps use SMS as last resort.
4) Support & post-purchase
How-to and troubleshooting → WhatsApp with quick replies, photos/videos, and bot triage.
Warranty / invoices → Email record.
SLA or outage alerts → SMS if urgent; WhatsApp for live updates.
5) Reviews & reactivation
Happy path → WhatsApp review link + one-tap stars.
Cold customers → Email with a short case study; follow with WhatsApp “Want the 2-minute summary?”
Event-based prompt → SMS (“Thanks for visiting—reply ‘R’ to review now.”)
POPIA-aware timing and templates
Keep clear opt-in and easy opt-out on every channel.
In WhatsApp, respect the 24-hour service window for free-form replies; use approved templates for business-initiated messages after the window.
Store consent events, template IDs, and message logs centrally in InOne CRM so audits are painless.
Interesting AI notes (that actually move metrics)
Channel propensity models predict which contact is more likely to act via WhatsApp vs email vs SMS based on past behaviour.
Intent detection turns free-text into routing (“booking,” “billing,” “cancel”) so your bot offers the right next step in the right channel.
Summary-to-template: AI can summarise a long email thread and push a crisp WhatsApp follow-up with buttons—cutting time-to-action dramatically.
What to measure (and improve weekly)
Track these in Reporting & Analytics:
Time to first response (by channel)
Click/interaction rate (buttons beat links, links beat paragraphs)
Completion rate (bookings, payments, uploads)
Opt-out rate (by campaign and send time)
Revenue per conversation (WhatsApp often wins here)
Send simple + urgent via SMS. Send task-oriented conversations via WhatsApp. Send long-form and formal via email. Orchestrate all three inside InOne CRM, and your customers will reply faster, complete more tasks, and feel like you read their mind.
Explore the stack, templates, and integrations on the AI Automated Solutions homepage — and build a routing system that respects customers and boosts revenue.
