Jimmy Kim argues that brands either barely text customers or spam them relentlessly, when email marketing's core lessons about frequency and relevance should guide SMS strategy. Many agencies claim expertise in a channel with no established best practices, leaving brands caught between caution and burnout.
SMS is probably even better for hot takes than email. You know, I think SMS is a younger channel and quote unquote best practices aren't really even that established yet. But a lot of agencies and SaaS companies, they're pretending that they have and they are. There's a ton of confident bad advice floating around that we really need to crack down on.
Yeah. And my hot take right off the rip, and I've said this before, is that all the same principles that we learned in email apply in SMS ultimately. And we learned those, those last 20, 30 years we've learned them. However, we see most brands really just Rip SMS in like a batch and blast kind of way. Plus, the other thing I see is that I find brands are either too scared to send SMS or they get way too aggressive, and there isn't really a good middle ground.
I agree with that. Some brands are sending like 3 text messages a year because they are terrified of unsubscribes, or other brands are sending 5 times a week and they're gonna torch their list in, let's call it, the next 90 days.
