In Ghana, SMS is better for short, urgent messages that must be seen today (order updates, payment reminders, a flash sale ending tonight) because almost everyone reads texts, on any phone, without data. Email is better for longer messages, links, images and regular newsletters, and costs less per message, but fewer people open it. Most sellers do best using both: SMS for the moments that matter and email for everything else.
Side by side
| SMS | ||
|---|---|---|
| Who it reaches | Any phone, no data needed | People who check email (common with workers, students, professionals) |
| How fast it's read | Usually within minutes | Hours or days, if at all |
| Length | Short (160 characters per message) | As long as you like |
| Images and buttons | No | Yes |
| Cost | Paid per message | Low or included in your plan |
| Best for | Reminders, receipts, short promos | Newsletters, launches, follow-ups, content |
When SMS wins
- Order and payment updates. "Your order is on the way" is read immediately.
- Renewal and payment reminders. A text before a subscription or school fee is due gets paid on time.
- Flash sales. "50% off ends at midnight" only works if they see it today.
- Customers without email habits. Many buyers outside cities rarely open email.
Use a Sender ID so texts show your business name instead of a random number. People ignore texts from numbers they don't recognise.
When email wins
- Selling digital products. Links, previews and long explanations fit in an email.
- Newsletters and tips that keep your audience warm.
- Follow-up sequences after a free download or webinar.
- Big lists. Sending to 2,000 people costs far less by email than by SMS.
How to use both together
A simple pattern that works well:
- Email first with the full story, images and link.
- SMS later to people who didn't buy, with one line and the link: "Last day for the GH₵ 50 discount on Fitness Plan: paylead.link/xyz".
- SMS for anything time-sensitive: delivery, payment due, event starting in an hour.
Paylead already does this for the moments that matter. Buyers get receipts by email and SMS, and abandoned cart reminders go by email, with texts on the first two. Subscription reminders also go by both.
Writing a good SMS
- Lead with your business name if you don't have a Sender ID.
- One message, one action, one link.
- Say why now: a deadline or a limited quantity.
- Don't send more than one or two marketing texts a week.
- Always respect people who ask you to stop.
Example: KofiTech: Ring lights back in stock, GH₵ 180 with free Accra delivery till Sunday. Order: paylead.link/ring
Writing a good email
- A subject line that says what's inside: "New: the 6-week BECE maths plan".
- One main idea and one button.
- Write like you talk to one customer.
- Send regularly (weekly or every two weeks), so people remember you.
Getting permission
Only message people who bought from you or signed up. Collect contacts through your checkout, a free download or a newsletter signup box, and include a way to unsubscribe.
Frequently asked questions
Is SMS marketing expensive in Ghana?
It costs more per message than email, so keep SMS for the messages that need to be read today. On Paylead, SMS campaigns go out under your approved Sender ID using credits you buy, and you see the cost before you send. Receipts and cart reminders are free when Paylead sends them under its own name.
What's a good email open rate?
It varies a lot by audience. Watch your own numbers and aim to improve them month to month, rather than chase a national average.
Can I send WhatsApp broadcasts instead?
WhatsApp is great for conversations, but bulk messages to people who haven't saved your number often don't arrive, and it's easy to get your number flagged. See WhatsApp marketing in Ghana.
Read next: how to send bulk SMS to your customers and how to send email newsletters.
