98% open rate. 3-minute average response time. 5x higher engagement than email.
SMS should be your revenue goldmine. So why do most brands treat it like digital spam?
Because they're making the same fatal mistakes that turn customers into block-button warriors.
The SMS Death Spiral
Most brands approach SMS like this:
Blast promotional messages to everyone
Send texts at random times
Offer weak incentives with no urgency
Ignore opt-out signals until it's too late
Result? Customers flee faster than your open rates plummet. The best DTC brands treat SMS like a psychology experiment — not a megaphone. They use behavioral triggers, cognitive biases, and human instincts to drive real action.
An example of a perfectly timed and personalized SMS. It incentivizes immediate purchases and fosters a sense of loyalty.
The 4 Pillars of SMS That Converts
🎯 Timing Is Your Secret Weapon Send between 10 AM - 2 PM and 6 PM - 8 PM Never text outside business hours (unless it's Black Friday) Space messages 48-72 hours apart minimum
🎯 Personalization Beyond First Names Reference their last purchase or browsing behavior Segment by purchase frequency, not just demographics. Make every message feel like a personal text from a friend.
Example:
“Hey Sam! We restocked the moisturizer you loved. Grab it before it’s gone again: [link]”
Pull in purchase history, browse behavior, or timing (like refills or reorder windows) to make it feel like you see the customer.
🎯 Value Before Volume Every text must give something: exclusive access, useful tip, or genuine update If you wouldn't want to receive it, don't send it Quality messaging builds permission for future sales
🎯 Make Opting Out Effortless Include clear unsubscribe instructions Respect the choice immediately Better to lose unengaged subscribers than your sender reputation
The Psychology Behind SMS Success
SMS feels more intimate than email. It lands in the same space as texts from family and friends.
That intimacy is your superpower—but only if you earn it. Abuse that trust with pushy sales messages, and customers won't just unsubscribe. They'll actively avoid your brand.
Your turn: When did you last audit your SMS frequency and timing?
Examples of SMS Messages That Work
Tip #1: Trigger urgency with purpose
FOMO works — but only when it feels real.
Example:
“⏳ Your early access to the new drop ends at midnight. After that, it's public. Beat the rush → [link]”
Use countdowns, limited inventory, or gated access — but be authentic. Manufactured urgency kills trust.
✅ Tip #2: Make it feel personal (not robotic)
It’s not just about using first names — it’s about relevance.
Example:
“Hey Sam! We restocked the moisturizer you loved. Grab it before it’s gone again: [link]”
Pull in purchase history, browse behavior, or timing (like refills or reorder windows) to make it feel like you see the customer.
✅ Tip #3: Use emotional or sensory language
People buy with feelings, not just features.
Example:
“Cozy just got an upgrade. Our new fleece hoodie feels like a hug — and it’s finally back in stock 🖤 [link]”
Paint the experience, not just the specs.
