SMS exists on every smartphone, should it exist in every marketing plan?
SMS marketing is having a resurgence—and for good reason. Messaging is by far the most common thing people use on their mobile phones. With high open rates and immediate visibility, it can be a powerful way to reach your audience. SMS is typically 3–5x more likely to be seen than email—and more importantly, approximately 90% are read within 3 minutes.
But here’s the catch: just because you can use SMS doesn’t always mean you should.
At its best, SMS is direct, timely, and valuable. At its worst, it feels intrusive and can quickly erode trust. That’s why we believe SMS marketing should be used strategically and thoughtfully—reserved for moments where it truly enhances the customer experience.
When SMS works well:
Time-sensitive updates (e.g., flash sales, event reminders)
Important transactional messages (e.g., order updates, confirmations)
Exclusive or high-value offers that reward opt-in subscribers
When to think twice:
Frequent promotional blasts without clear value
Messages that could be delivered just as effectively via email
Any communication that risks feeling disruptive or overly sales-driven
What this looks like in practice:
Event companies: Send day-of reminders or real-time updates (e.g., schedule changes or weather alerts) to improve attendee experience.
Healthcare Providers: Share appointment reminders, examination follow-ups, or care tips that support ongoing patient engagement without overwhelming them.
Utility Companies: Energy providers can efficiently notify customers of outages, restoration updates, or critical service alerts where immediate communication is vital.
Maintenance reminders: A timely reminder about upcoming maintenance can prompt customers to schedule their service appointments, creating a seamless customer experience.
Where we come in:
Effective SMS isn’t just about what you say—it’s about how it’s experienced. The goal is to move beyond generic, transactional messages and design interactions that feel personal, considered and on-brand.
That means treating every element as creative:
Ensuring tone and voice reflect your brand personality—whether that’s playful, refined or quietly confident
Structuring messages for clarity and impact, using constraint as a tool rather than a limitation
Leveraging personalization, segmentation and timing to ensure each message feels relevant, not routine
With platforms like Twilio, SMS can also extend into richer territory. Images, GIFs, and video allow you to add texture and immediacy—turning a simple message into something more immersive and memorable.
And when the moment calls for it, the experience doesn’t have to end in the message. Branded landing pages and rich media can carry the story forward, creating a seamless path from attention to action.
Done well, SMS doesn’t feel like outreach. It feels like a natural extension of the brand—thoughtful, timely and worth engaging with.
If you’re considering adding SMS to your marketing mix, we’d be happy to help you define where it fits—and where it doesn’t—so it strengthens your overall strategy.
Let’s make every message count.