Jimmy Kim recommends 4-8 SMS messages per month for most brands. Higher frequency tanks your list. Exceptions exist: Gymshark and big DTC fashion brands pull off 3-4 weekly because they've earned trust with engaged audiences.
Email deliverability problems are challenging and hard. I'm not saying they're easy. The whole carrier-level problem with SMS is way harder to solve and fix for.
Yeah. So my rule of thumb here is that most brands should be sending somewhere between 4 to 8 times a month with SMS, not per week, but per month. And every brand sending more than that is rolling a dice in long-term list health ultimately.
Yeah. One kind of quick pushback though. There are brands sending, let's call it 3 to 4 SMS a week that do happen to crush it.
Yeah. No. And there's always exceptions to the story, but brands will engage audience, loyal community communities and content that earns the right to send that often. Look at someone like Gymshark or some bigger DTC fashion brands. I believe they can pull it off.
Right. But what you're saying is for most brands, correct?
For most brands, 4 to 8 sends a month with the strong content and segmentation will perform— will outperform 12 to 16 sends a month with mediocre content. And the math only works because your send is more profitable on a smaller cadence, less frequency, more revenue per send, lower opt-in rates, and longer customer lifetime value on that channel.
