The verdict in three sentences
In Kampala, betting everything on email is a market mistake: few people check their inbox, and opens top out at 15-25 %. SMS opens at 90-98 % and WhatsApp clicks at 30-45 %, but each channel has a cost and a use. The right strategy combines all three by message type, it doesn't pick just one.
Raw figures per channel
Before choosing, compare what each channel actually delivers in 2026 (rough estimates, East/West African market).
| Channel | Open rate | Click rate | Cost per send |
|---|---|---|---|
| 15 to 25 % | 2 to 5 % | Near zero | |
| SMS | 90 to 98 % | 8 to 20 % | 15 to 25 FCFA |
| WhatsApp broadcast | 75 to 90 % | 30 to 45 % | Low (API) |
SMS and WhatsApp crush email on attention. But email stays unbeatable on cost for long, non-urgent content.
The right channel for the right message
You don't pick a channel by habit but by goal. SMS for a flash promo, email for a catalog, WhatsApp for a personalized follow-up.
| Message type | Best channel | Optimal frequency |
|---|---|---|
| Flash promo / limited stock | SMS | Max 2-4 / month |
| Abandoned cart follow-up | 1 to 2 per cart | |
| Order confirmation / tracking | SMS or WhatsApp | At each step |
| Catalog, detailed new arrivals | 1 to 2 / month | |
| Loyalty program, VIP offers | WhatsApp + email | 1-2 / month |
Watch the unsubscribe rate: beyond 2-3 % per SMS send, you're sending too often or off-topic. SMS doesn't forgive spam.
Mini case study
Moussa runs an electronics store in Kampala, a base of 3,000 contacts. He sent only emails (20 % open, i.e. 600 readers). He tests an SMS for a flash promo: 95 % open (2,850 readers), 12 % click (342 clicks). Cost: 3,000 × 20 FCFA = 60,000 FCFA. Result: 41 sales at 45,000 FCFA, i.e. 1,845,000 FCFA in revenue for 60,000 FCFA of SMS. ROI around 30 to 1, far above email alone.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
FAQ
Is SMS really better than email?
For attention, yes: 90-98 % open versus 15-25 %. But it costs 15 to 25 FCFA per send and must stay short and relevant, or unsubscribes rise.
Should I drop email?
No: email is near free and perfect for long content (catalog, new arrivals, newsletter). Keep it for the non-urgent and detailed.
Why does WhatsApp convert so well?
Because it's personal and used daily: clicks reach 30 to 45 %. Ideal for cart follow-ups and personalized tracking.
How often should I send SMS?
2 to 4 per month maximum. Beyond that, the unsubscribe rate exceeds 2-3 % per send and you burn your base.
How do I measure each channel's ROI?
Compare send cost with revenue generated. A well-targeted promo SMS often reaches 20 to 30 to 1, where email alone stalls for lack of opens.
Let's talk about your project. We set up your SMS, email and WhatsApp campaigns that convert. WhatsApp +221 77 596 93 33.
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.
