SMS that people actually welcome

Dear brand owner,

A text sits next to messages from friends and family. That's a privilege, not a channel to blast. Get it right and SMS is one of the most direct ways to reach a customer. Get it wrong and they opt out in seconds.

Rules worth keeping

• Only send when it's genuinely useful: an order update, a real heads-up, a timely reminder
• Keep it short and get the point across immediately
• Make opting out effortless, every time
• Don't over-send. Frequency is where goodwill goes to die

The brands that win with SMS treat it as a scalpel, not a megaphone.

A text message is the most personal channel you have. Respect it, and it works. Abuse it, and it's gone.

Fewer, better messages

One well-timed, relevant text beats a weekly barrage of offers. Think about what the customer would actually be glad to receive, and send only that.

Used sparingly and thoughtfully, SMS earns a place in the customer's day. Treat every send as something you have to justify, and you'll keep the permission you were given.