SMS for e-commerce: when a text beats an email
Use SMS for short, time-sensitive moments (shipping updates, back in stock, last chance) and keep email for stories, guides and anything that needs images or detail.
SMS is read quickly and almost always, which is exactly why it should be used carefully. Think of it as a tap on the shoulder, not a newsletter.
Where SMS works best
- Back in stock: the customer asked to be told, and speed matters.
- Shipping and delivery: practical, welcome and builds trust.
- Last chance: a sale ending tonight, sent a few hours before.
- VIP early access: a short message that makes loyal customers feel first.
Where email is better
- Your brand story, product education and guides.
- Anything that needs several images or links.
- Weekly content that people read when they have time.
Write it like a person
Keep it to one or two sentences, one link, and your brand name at the start so people know who is writing.
If a message would not make sense as a text from a friend who works at the brand, it probably belongs in an email.
Frequency
Start with a few SMS a month and watch unsubscribes after each send. It is easier to add messages than to win back someone who opted out.
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