Good morning, Chase and Jimmy here.

A lot of brands have SMS turned on, but very few are actually using it well.

We often see it treated like a shorter version of email – same messages, same timing, same approach.

But we're here to tell you SMS isn't email with fewer characters.

Today we're breaking down why most SMS strategies fall short and the 8 steps to fix yours so it actually drives retention.

Also inside:
✔️ On our radar: Our Editors' top picks for February
✔️ Is less really more? How Grez Way raked in $1.5M additional revenue
✔️ Knowledge drop: How to reduce anxiety by closing post-purchase mental loops
✔️ DTC wins: Brightland bottles a California power collab

Let’s get into it.

On our radar:

Caitlin Hutchinson, VP of Marketing: I was gifted a pair of Bums & Roses PJs for my baby at Christmas and I am obsessed with them. They are so soft, to the point that I’m one load of laundry away from replacing his entire PJ drawer with this brand.

They’ve held up in the wash, grow with him and are surprisingly easy to get on an extremely wiggly baby. They're not the cheapest by any means but the quality is totally worth it.

Cherie, Director of Content: I just discovered Marine Layer and did what any good email marketer would do: I signed up for their email list. After waiting a bit for my welcome discount, I submitted my order anyway. Lo and behold, my welcome discount lands in my inbox.

I shot my shot and reached out to their support to see if they would honor the discount, and they couldn't have been kinder. They immediately refunded the amount and earned themselves a new fan.

P.S. I'm stoked with the jacket I ordered; the quality is standout and it arrived quickly.

Why your SMS strategy isn't working (+ 8 steps to fix it)

There's a big difference between "adding SMS" and actually using it well.

A lot of brands turn on text marketing because they've heard the stats. High open rates. Fast response times. Strong conversion numbers. And while those metrics are real, they don't tell the full story.

SMS works because it's contextual. It lives in a different place in your customer's life. That difference is what makes it powerful, and also what makes it risky if you misuse it.

When SMS is treated like a compressed version of email, it burns out quickly. When it's used intentionally, it becomes one of the most effective retention levers in your stack.

Let's break down how to approach it the right way.

Understand the psychological context of SMS

Email arrives in a promotions tab. SMS arrives next to someone's friends and family.

That proximity changes expectations.

A text message interrupts someone's day in a way that email doesn't. That interruption is exactly why SMS converts well for time-sensitive moments, but it's also why misuse feels intrusive.

The most effective SMS programs are built around moments where immediacy matters, such as:

• Flash sales with real expiration windows

• Cart abandonment within an hour of activity

• Back-in-stock notifications for high-demand products

• VIP early access launches

In these cases, speed increases conversion because intent is still active. When you try to use SMS for long-form storytelling or broad product education, it loses its edge and starts to feel forced.

SMS should compress distance between intent and action. 

Build your SMS list with intention, not just incentives

Sure, a discount will grow your SMS list. But it won't necessarily grow the right list.

When someone gives you their phone number, they're offering access to a channel that feels personal. That exchange should be framed as something valuable and exclusive, not transactional.

Instead of positioning SMS as "10% off," consider positioning it as:

• Early access before public drops

• First notification for restocks

• Limited-run products available only to subscribers

• Priority alerts during high-demand sales

This shifts the mindset from discount-driven to privilege-driven. It also attracts subscribers who are interested in staying engaged, not just redeeming a one-time code.

Clarity around frequency and content expectations further protects this relationship. When subscribers know what they're signing up for, complaint rates fall and long-term performance improves.

Write SMS like a human conversation, not a condensed email

SMS copy needs to feel direct and natural without sounding abrupt.

The best-performing texts are structured clearly and efficiently:

• Lead with why the message matters

• State the offer or update plainly

• Provide one clear action

• Include a clean, trackable link

Personalization should be contextual, not cosmetic. Referencing a recently viewed product or an abandoned cart is meaningful because it reflects behavior. Simply inserting a first name without relevance adds very little value.

Every text should feel purposeful. If the message doesn't justify interrupting someone's day, it likely belongs in an email.

Coordinate SMS and email instead of duplicating them

One of the most common strategic mistakes is sending identical messages across both channels at the same time.

Email and SMS serve different roles in the customer journey.

Email is where you build context, tell the story, explain the product, and educate. SMS is where you drive momentum at critical points.

For example:

• Use email to introduce and explain a new product

• Use SMS to notify VIP subscribers when it officially drops

• Use email to detail post-purchase care instructions

• Use SMS to provide real-time shipping updates

When both channels are layered thoughtfully, they reinforce each other without feeling repetitive. When they mirror each other, subscribers start to tune out.

Focus on timing triggers that align with behavior

SMS performs best when it's tied directly to user behavior.

High-impact triggers include:

• Cart abandonment within 30 to 60 minutes

• Back-in-stock alerts tied to prior interest

• Subscription renewal reminders before charge dates

• Low inventory alerts on previously viewed items

The difference between a text sent thirty minutes after abandonment and one sent two days later is significant. In the first case, intent is still active. In the second, the moment's cooled.

Retention marketing is largely about recognizing windows of opportunity. SMS simply allows you to act inside those windows faster.

Use MMS strategically, not habitually

Multimedia messages (MMS) can increase engagement when visuals materially enhance the message.

MMS is especially effective for:

• New product launches with strong visual appeal

• Limited-edition drops

• Event invitations

• Product-focused flash sales

However, MMS is more expensive and not always necessary. If the image doesn't strengthen desire or clarity, a simple text message will often perform just as well.

Cost efficiency should always be weighed against incremental lift.

Protect subscriber trust through frequency discipline

SMS fatigue happens much faster than email fatigue.

Overuse leads to:

• Higher opt-out rates

• Lower click-through rates

• Increased spam complaints

To maintain long-term effectiveness:

• Respect time zones

• Suppress recent purchasers when appropriate

• Avoid stacking multiple texts in short windows

• Maintain consistent but restrained cadence

The goal is impact, not volume. A single well-timed message that converts will outperform frequent messages that erode trust.

Measure SMS performance beyond surface metrics

Open rates in SMS are nearly universal and therefore not particularly informative.

Instead, focus on:

• Click-through rate

• Conversion rate

• Revenue per subscriber

• Opt-out rate post-send

• Incremental lift when paired with email

Sometimes SMS drives direct conversions. Other times, it accelerates a purchase that might've happened later. Evaluating downstream behavior provides a more accurate view of impact.

The strongest SMS programs are measured in contribution to overall retention, not just channel-level vanity metrics.

How to actually use SMS and email together

SMS isn't a replacement for email… think of it more as an amplifier.

Email builds depth, education, and relationship. SMS provides immediacy and momentum.

When those roles are clearly defined and executed intentionally, retention becomes more efficient. Customers receive fewer but more relevant messages. Conversions feel timely rather than forced.

That's what makes SMS valuable.

Is less really more? How Grez Way raked in $1.5M additional revenue

Grez Way cut their email volume by 387K messages. Using Omnisend's segmentation and Customer Breakdown tools, they rebuilt their entire lifecycle strategy around real engagement signals. The result?

• 387K fewer messages sent

• 25% increase in open rates

• 8% increase in click rates

• $1.5M in additional revenue

Omnisend's platform showed exactly who needed re-engagement and who qualified as VIPs. By targeting customers who were already showing intent and avoiding over-messaging, Grez Way proved that less really is more (when you're reaching the right people at the right time). Read the full story.

Knowledge drop:

Upselling too soon creates anxious customers. Jimmy explains how closing post-purchase mental loops is the real key to turning first-time buyers into repeat customers.

DTC wins:

Premium olive oil brand Brightland teamed up with Sumo Citrus to launch a first-of-its-kind Sumo Citrus®–infused extra virgin olive oil. Made with hand-picked mandarins from California’s San Joaquin Valley, the limited drop blends sweet mandarin peel with Brightland’s signature golden EVOO.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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