The verdict in three sentences
For following up open quotes in Rotterdam, SMS gets read far more often than email (2026 estimate: 80 to 95 % read rate against 20 to 40 % opens) and works best as a short nudge. Email remains the right carrier for the quote itself, for buying committees and for technical attachments. The profitable setup for most port, logistics and industrial suppliers is a measured combination: email carries the quote, SMS triggers the reply, and the share of followed up quotes that get signed decides the budget.
The two channels side by side
A sales director chasing 80 to 150 open quotes a month is buying signed orders, not a channel. Figures below are 2026 market ballparks to test against your own data.
| Criterion | SMS | B2B email |
|---|---|---|
| Running cost (2026 market ballpark) | 0.06 to 0.12 EUR per message, platform 0 to 50 EUR a month | 20 to 150 EUR a month depending on tool and list size |
| Read or open rate | 80 to 95 % | 20 to 40 % |
| Message length | 160 characters per segment, link only | Full quote, specs, terms and conditions |
| Consent basis | Clear consent or an existing customer relationship, opt out in every message | Same GDPR logic, unsubscribe link mandatory |
| Tracking | Delivery, link clicks, replies | Opens, clicks, replies, CRM sync |
| Main risk | Feels intrusive if overused | Spam folder if domain authentication is missing |
| Best for | Short reminders to known contacts | The quote of record and multi signatory decisions |
Under GDPR, and the Dutch rules on unsolicited electronic messages enforced by the ACM and the Dutch Data Protection Authority, you need a documented basis for every number and address. Check the official guidance rather than relying on a vendor's summary, especially for mobile numbers of individual employees.
Three year cost, setup time, lock in and scalability
| Option | 3 year cost (2026 estimate) | Setup time | Vendor lock in | Scalability |
|---|---|---|---|---|
| SMS only, 400 messages a month | 1,000 to 3,500 EUR | 1 to 5 days | Low, numbers easy to export | Limited: no room for documents |
| Email tool only | 720 to 5,400 EUR | 1 to 3 weeks including SPF, DKIM and DMARC | Low | High: sequences, segments, A/B tests |
| Email plus SMS via one platform | 1,800 to 8,000 EUR | 2 to 4 weeks | Medium, sequences live in one tool | High, if synced to the CRM |
| CRM native sequences plus SMS add on | 3,000 to 12,000 EUR including CRM seats | 3 to 6 weeks | Medium to high | Very high, full attribution |
Before signing, ask any vendor three things: who owns the sender ID and the contact data, how you export message history if you leave, and the exact per message price above the bundle.
The follow up sequence that works in B2B
| Day | Channel | Content | Goal |
|---|---|---|---|
| D0 | Quote PDF, lead time, validity date | Document of record for signatories | |
| D+3 | SMS | Two lines: quote received, one open question | First reply |
| D+7 | Answer to the usual objection (price, lead time, stock) | Remove the main blocker | |
| D+12 | SMS | Offer a 10 minute call with a booking link | Move to a conversation |
| D+20 | Closing note: offer expires, alternative proposed | Clear yes or no |
Recommendation by profile. Fewer than 300 active accounts and two reps: an entry level email tool plus SMS only at D+3. Between 300 and 1,000 accounts and a team of three or more: one platform synced to the CRM, with every quote tagged by the channel that triggered the reply. Large accounts with formal procurement: email only, SMS reserved for contacts who explicitly opted in.
Follow up converts existing quotes. To keep new requests flowing, you also need to be found on Google by buyers searching for a supplier in the Rotterdam port area.
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Illustrative example: Femke, sales director of an industrial packaging distributor in Rotterdam, sends 90 quotes a month with an average value of 6,000 EUR. With email follow ups alone she wins 6 % of stalled quotes, about 5 orders. Adding two SMS nudges, she targets 9 %, about 8 orders. The 3 extra orders add 18,000 EUR of monthly revenue; at a 25 % gross margin that is 4,500 EUR. SMS cost: 180 messages at 0.10 EUR, so 18 EUR a month, plus 60 EUR for the email tool. The test runs for three months, with each quote tagged in the CRM by the channel that produced the reply.
FAQ
Is SMS legal for B2B follow ups in the Netherlands?
Yes, if you have a valid basis such as an existing customer relationship or clear consent, and every message offers an easy opt out. Follow the guidance of the Dutch Data Protection Authority and the ACM, and log the source of each of your 200 to 1,000 contacts.
How much does SMS cost per month for a typical sales team?
For 300 to 500 messages a month, expect roughly 20 to 60 EUR in credits plus 0 to 50 EUR of platform fees as a 2026 estimate. Prices vary by provider and sender ID option.
What signed quote rate should we target?
As a 2026 ballpark, structured follow up moves stalled quote conversion from 3 to 6 % to 7 to 10 %. Measure over at least 100 quotes before drawing conclusions.
Can we drop email and use SMS only?
Not for quotes above 5,000 EUR, which usually go through several people working on desktop. Keep email as the official carrier and SMS as the short trigger.
How long does it take to set up?
Plan 2 to 4 weeks: domain authentication, sender ID registration, writing the 5 messages and tagging quotes in the CRM.
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Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
