Email or SMS — which should I choose?
They complement each other rather than competing. Email carries the guest relationship (confirmation, detailed reminder, review request) and is unlimited and included. SMS is for the short reminder just before the booking: open rates are generally in the region of 95-98% according to Twilio and HubSpot benchmarks, against 20-30% for email, and it noticeably reduces no-shows when paired with a day-before reminder. It costs per message beyond the included allowance.