Subscribers opted into SMS did so because they want a closer relationship with your brand. Treating SMS as "email but shorter" wastes that permission.
The right cadence
- →Frequency: 4-6 messages per month maximum
- →Content: 40% content/utility, 40% offers, 20% transactional
- →Timing: respect time zones, avoid late nights and early mornings
- →Personalization: reference specific purchase or browse behavior
Brands that follow this pattern see SMS drive 8-15% of total revenue within 6 months of launch. Brands that blast offers see unsubscribe rates above 5% monthly, unsustainable.
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