Retention
SMS Marketing Strategies That Don't Get You Muted
SMS is the most intimate channel you can buy. Treat it like a fast lane for genuinely time-sensitive messages.
SMS gets read within minutes, which makes it powerful and easy to ruin. The discipline is restraint: fewer sends, higher relevance, and an unmistakable reason the message arrived on a phone rather than in an inbox.
Compliance is the foundation
- Explicit consent, captured with clear language about message type and frequency.
- Working opt-out on every send, honoured immediately.
- Respect quiet hours and local regulation in every market you send to.
- Keep records of consent — this protects you and your sending reputation.
What belongs in SMS
- Genuine time pressure: a drop, a restock, a closing window.
- Transactional value: shipping, delivery, appointment, back-in-stock.
- Conversational recovery: a real reply-able message on cart abandonment.
- High-value segment offers, not broadcast discounts.
Craft
Identify yourself in the first three words. One idea, one link, under 160 characters where possible. Write it as a message from a person, not a banner. If it could have waited for email, it should have.
Cadence and measurement
Start at two to four sends a month and let unsubscribe rate set your ceiling. Track revenue per recipient, opt-out rate per send and reply volume. A rising opt-out rate is the channel telling you the frequency is wrong before the revenue shows it.
A useful filter
Before sending, ask: would I text this to a customer I know personally? If not, it's an email.
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