SMS that customers don't unsubscribe from

SMS is personal, so act like it

A text lands in the same place as messages from friends and family. That's why it works, and why one badly timed promo makes people unsubscribe for good.

2–4 texts a month · 8.4× SMS ROI · <1% opt‑out per send

The three messages that always work

• Restock alerts: people asked to be told, so they're glad you did

• Early access: a short VIP window before a drop goes public

• Shipping and order updates: useful, expected and trusted

Frequency and timing

Two to four messages a month is plenty for most brands. Send between 11am and 7pm in the customer's own time zone, and never on the same day as a big email campaign.

"If you wouldn't text it to a friend, don't text it to a customer. Useful beats loud every time." — Joshua Brown, Head of Retention

Writing a good text

• Start with your brand name so they know who it's from

• One message, one link, one action

• Keep it under 160 characters wherever you can

Link it to email

SMS and email should share one calendar and one set of segments. If someone has already read the email, they don't need the text.

Putting it to work

Start with a single restock‑alert opt‑in on your best‑selling product. It grows the list with people who want to hear from you.

Key takeaway

Send fewer, more useful texts at the right time, and plan SMS and email together so nobody gets the same message twice.