Marketers keep looking at charts from last quarter and missing what matters right now. I’ve built businesses by a different rule. Compare your performance to today’s market, not your past. This mindset shift is the difference between rotation and scaling. It’s also why brands that are hesitant on SMS are leaving money on the table.
Here is my position. SMS works when it’s opt-in, value-driven, and measured in real-time. Start simple, test quickly, and see actual behavior. Stop guessing how customers feel. Let the data speak.
The central argument
We cling to year-over-year numbers like a security blanket. This is lazy decision making. The markets are moving. Attention changes. Buying behavior changes every week.
“People keep looking at their data versus what they did last quarter, last year…and that’s bullshit. You need to know what’s happening in the market right now versus what you’re doing.”
This is the lens I use with all brands. If a channel is proven, start with the highest leverage play. For SMS, it’s simple.
“At least set up a cart abandonment flow.”
Cart abandonment is the lowest hanging fruit in CRM. Someone added to cart. They signaled their intention. A polite and timely SMS recovers the income you have already earned.
Stop fearing “annoyance”: measure it
I often hear this: “We don’t want to bother customers. » This fear blocked email ten years ago. Brands resisted light boxes because they thought it seemed pushy. Then we tested it.
“There is data that bothers a customer. That’s called a bounce rate… By the way, this happens literally 0% of the time… People are used to light boxes and that’s okay.”
Customers are not fragile. They are practical. If they don’t want messages, they opt out. SMS is permission-based. It’s clear and simple.
“It’s voluntary. They give you a phone number… They can say stop and off you go.”
Respect is built into SMS from the moment it is designed. You gain trust when you keep it useful and easy to leave.
What to do now
Don’t plan this to death. Ship the first version and quickly learn from the behavior.
- Enable cart abandonment SMS with two to three messages.
- Offer real added value: a reminder, help or a small incentive.
- Track signup rate, clicks, retrieves and unsubscribes.
- Set exposure limits and sunlight hours. Be human.
- Test the timing, tone and offer. Keep what works.
This takes you from theory to proof. In a few days you will see real signals. The recovered orders will quickly settle the debate.
Dealing with pushback
“But our customers are different.” I have heard this phrase thousands of times. If you think your audience hates messages, test it.
Measure these signals:
- Unsubscribe rate after each sending.
- Spam complaints and response sentiment.
- Bounce rate changes related to pop-ups or forms.
- Revenue per recipient and per shipment.
If the numbers are rising in the wrong direction, call them back. Most of the time, this is not the case. People who want value stay. The others leave cleanly. It’s very good.
The biggest point
Marketing gains come from action and feedback, not fear and memory. Year-over-year KPIs can’t tell you if your customer is ready to buy today. Current market signals can. SMS cart abandonment gives you these signals quickly, with consent, and with a measurable benefit.
As a founder and operator, I’ve seen this work across brands. Start with the profitable advantage. Then expand to browse abandonment, post-purchase, and VIP feeds. Grab attention with timing and relevance, not noise.
Stop guessing. Start learning in real time. Enable cart abandonment text messages this week. Set clear metrics. Let the data decide. Your future self will thank you.
Frequently Asked Questions
Q: How many cart abandonment text messages should I send?
Start with two or three messages over 24 to 48 hours. Start with a reminder, follow up with support or social proof, and lastly test a small incentive.
Q: What is a good unsubscribe rate to look at?
Try to keep unsubscribes below 2% per send. If it increases, adjust the timing, tone or frequency. Relevance solves most problems.
Q: Will text messages bother my customers?
If you respect consent and provide value, most subscribers stay. Text messages are optional and easy to exit, so the data quickly tells you if you’re making a misstep.
Q: What should I track beyond income?
Monitor trends in signup rates, clicks, conversions, time to purchase, and unsubscribes. These metrics show both short-term gains and long-term health.
Q: When can I extend my services to other SMS feeds?
Once cart recovery is stable and profitable, add browse abandonment, post-purchase care, and VIP offers. Create one flow at a time and keep testing.
