Is Esemus Better Suited for Short Form Messages?

Esemus is generally better for short, urgent type messaging. It's also great for transactional messages like order and shipping confirmations. Emal is definitely better suited for longer form content such as news letters campaigns. And you should also consider the end goal of your campaign, what the entire experience looks like. If someone clicks through an s m s and your sight or your check out flow isn't really optimized for mobile that can be a really jarring experience.