So many brands have turned SMS into a discount slot machine. And we get it, discounts incentivize purchases. But the signup-get code-unsubscribe merry-go-round is not exactly inspiring brand loyalty.

And it cuts into your bottom line in two big ways: 1) the discount dependency that eats into your profit margins and 2) ludicrous customer acquisition and reengagement costs.

That means using SMS for:

• Educational content (how-tos, tips, creative uses)
• Brand storytelling (customer stories, BTS)
• Customer support (with two-way communication)

We think SMS is tragically underutilized by most brands. A wholesale rethinking of how brands use their most powerful social media channel (because that’s what SMS is) is way overdue.

And many, many other examples, including, yes, the occasional discount. We believe that making SMS your primary customer engagement channel is the best way to build loyalty, provide an exceptional customer experience, and stay in close contact with your customers without getting lost in email inbox purgatory or relying on the algo gods on TikTok or Instagram.

If you’re curious about how to elevate your SMS program, sign up for our emails to get our limited series for 10 super-tactical, creative ideas that aren’t just another discount.