Why SMS Is Powerful (And Why It Has to Be Used Carefully)
SMS has a 95% open rate — higher than email, higher than push notifications, higher than any other channel. People read text messages. But because it is an intrusive channel, misuse of SMS damages trust faster than any other automation mistake.
The Rules of Good SMS Automation
Keep It Short
SMS should be 1 to 2 sentences for most purposes. If your message needs three paragraphs, use email. A text that reads like a newsletter feels intrusive and will be unsubscribed from immediately.
Send at Appropriate Times
8am to 8pm local time, Monday to Saturday. No SMS automations on Sunday mornings. No late-night messages. Respect the personal nature of the channel.
Make It Conversational
"Hi [name] — just checking you got our message earlier. Happy to answer any questions." Reads like a real person. "Dear [name], we are following up on your enquiry. Please contact us at your earliest convenience." Reads like a system.
Always Include a Clear Next Step
Every SMS should have one clear action: reply to this, click this link, call this number. Not two options — one. Make it as easy as possible to take the next step.
What SMS Works Best For
- Immediate lead response — the fastest way to engage a new enquiry
- Appointment reminders — SMS reminders outperform email for attendance
- Missed call follow-up — feels immediate and personal
- Time-sensitive offers — urgency works well in SMS
- Casual check-ins — "Hi [name], how did the project go?" builds relationships
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