Why I Became a Believer (And How to Do It Without Being Annoying)
I'll admit it — I was a skeptic. When SMS marketing first started gaining traction, my gut reaction was "nobody wants promotional texts." I thought about every annoying message I'd received and immediately dismissed.
Then I started studying the data. And working with clients who were doing it well. And eventually testing it myself.
The numbers don't lie: SMS open rates hover around 98%, with most messages read within 3 minutes. Compare that to email's 20-25% average open rate, and you start to understand why smart marketers are paying attention.
But here's what experience has shown me: SMS marketing done poorly is worse than not doing it at all. The intimacy of text messaging means you can build incredible loyalty OR destroy trust fast. There's very little middle ground.
What I've learned about SMS that actually works:
Respect the channel — Texts should be timely, valuable, and brief. This isn't the place for your newsletter content.
Perfect for time-sensitive messages — Flash sales, event reminders, appointment confirmations, exclusive drops
Complement, don't replace email — I see the best results when SMS and email work together strategically
Less is more — I typically recommend no more than 4-6 texts per month for most businesses
Make opting out easy — This builds trust and keeps your list healthy
The businesses I've seen win with SMS treat it as a VIP channel. When someone gives you their phone number, they're saying "I really trust you."
I think SMS is still underutilized by small businesses and nonprofits. Would love to hear your thoughts
1) Are you using SMS marketing right now?
2) What types of messages are you sending?
3) As a consumer, what makes you actually appreciate a text from a brand instead of immediately unsubscribing?
Drop your thoughts below 🙂
