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The landscape of brand communication continues to evolve, and in 2025, SMS marketing reigns supreme. According to a recent survey, 4 out of 5 consumers now prefer receiving weekly text messages from their favorite brands. This demand reflects the increasing reliance on direct, instant communication in an era of constant connectivity.
While email inboxes grow cluttered and social media algorithms hide posts, text messages provide a direct, personal touch. For brands, this trend offers a chance to connect with customers on a platform that’s almost always guaranteed to get their attention.
Let’s dive into the key survey findings, the psychology behind this preference, and actionable strategies for crafting an SMS marketing plan that aligns with what today’s consumers want.
1. Why Consumers Love Text Messages From Brands
To understand the appeal of SMS marketing, we need to look at why text messages resonate so strongly with consumers:
- Instant Communication: Texts deliver updates in real time, and most are read within minutes. Research shows that 98% of SMS messages are opened, compared to email open rates of around 20%.
- Convenience: In our fast-paced world, short, direct messages are more manageable than lengthy emails or cluttered social media feeds.
- Personalized Experiences: Brands can use customer data to tailor messages, making recipients feel valued. A message that says, “Hey Alex, your favorite sneakers are back in stock!” feels more meaningful than a generic blast.
- Minimal Disruption: Texts are quick to read and don’t demand immediate action, unlike phone calls or intrusive ads.
For time-starved consumers, SMS offers the perfect combination of efficiency and value.
2. The 2025 Survey (Key Findings)
The 2025 survey shed light on how consumers engage with brand texts. Here’s what stood out:
- 80% of consumers expressed a preference for receiving weekly text updates.
- 60% of respondents said exclusive discounts and promotions were their favorite type of content.
- 75% of Gen Z and millennials noted that text messages directly influenced their purchasing decisions.
- Over 50% of consumers said they would unsubscribe if a brand sent too many irrelevant messages.
These insights underline the fine balance brands must strike: send valuable, relevant messages at the right frequency to maintain trust and engagement.
3. What Consumers Want in Weekly Text Messages
Not all text messages are created equal. To capture attention, brands need to prioritize content that offers clear benefits. Here are the most popular types of SMS content, based on the survey:
- Exclusive Offers and Discounts: Consumers love feeling special through weekly messages. Offering discounts that are only available via text can make them feel part of an inner circle. For example, “Flash Sale: 20% off for our VIPs! Ends tonight!” drives urgency and engagement.
- Order Updates and Alerts: Keeping customers informed about their orders, like shipping updates, builds trust.
- Event Invitations: Use SMS to invite loyal customers to store openings, product launches, or exclusive webinars.
- Personalized Recommendations: Based on browsing or purchase history, brands can suggest products or services the recipient is likely to appreciate.
- Timely Reminders: Appointment reminders, refill alerts, or subscription renewals make consumers’ lives easier.
By focusing on these value-driven messages, brands can foster long-term loyalty and customer satisfaction.
4. The Science of Weekly Messaging
The survey found that weekly messages hit the sweet spot for most consumers. But why is this frequency so effective?
- Maintains Visibility: Weekly messages keep brands top-of-mind without being overwhelming.
- Creates Anticipation: When customers know they’ll receive regular updates, they’re more likely to look forward to them.
- Reduces Fatigue: Sending too many messages can annoy subscribers, leading to opt-outs. A steady, predictable cadence builds trust.
By sticking to a weekly schedule, brands can foster a positive association with their messages.
5. Building a Winning SMS Marketing Strategy
If your brand wants to tap into this trend, here’s how to craft a strategy that meets consumer expectations while delivering results:
A. Segment Your Audience
Not all consumers have the same preferences. Use data to segment your subscribers based on factors like:
- Age group
- Purchase history
- Geographic location
- Engagement level
This allows you to send tailored messages that resonate with specific groups. For example, a fitness brand could send beginner workout tips to new customers and advanced programs to loyal ones.
B. Personalize Every Message
Generic messages can feel impersonal. Use the recipient’s name, reference past interactions, and offer relevant content. For instance, instead of “Check out our sale,” try “Hi Sarah, our spring collection is here! Use code SPRING15 for 15% off your favorites.”
C. Keep It Concise
Texts have limited space—make every word count. Stick to a single message goal and include a clear call to action (CTA). Phrases like “Shop Now,” “Claim Your Offer,” or “Learn More” drive engagement.
D. Incorporate Visuals
MMS messages (which include multimedia like images or GIFs) can make your texts more engaging. A vibrant product photo or animated countdown timer can enhance your message without adding clutter.
E. Respect Consumer Preferences
Always provide an easy opt-out option. Transparency builds trust and ensures your list remains filled with engaged subscribers.
6. The ROI of SMS Marketing
SMS marketing offers one of the highest returns on investment (ROI) among digital channels. Why? Because of its unmatched engagement rates and cost-effectiveness. Consider these benefits:
- Low Cost, High Impact: Texts are inexpensive to send but deliver high engagement.
- Fast Results: Campaigns can drive immediate responses, whether it’s clicks, purchases, or event sign-ups.
- Measurable Outcomes: With tools like click tracking and delivery reports, brands can monitor performance and adjust strategies in real time.
A well-executed SMS campaign doesn’t just boost sales—it strengthens customer loyalty and brand perception.
7. Avoiding Common SMS Marketing Pitfalls
To succeed, brands must avoid mistakes that could alienate consumers. Here’s what to watch out for:
- Overloading Subscribers: Sending too many texts can lead to opt-outs.
- Being Vague: Ambiguous messages confuse recipients. Be clear about what you’re offering.
- Ignoring Feedback: Monitor opt-out rates and adjust your strategy based on consumer preferences.
By focusing on quality and consistency, you can avoid these pitfalls and maintain trust with your audience.
Conclusion: SMS Marketing Is a Must in 2025
The message is clear: consumers want to hear from their favorite brands via text messages. Weekly updates offer the perfect balance of engagement and relevance, making SMS marketing a cornerstone of any successful communication strategy in 2025.
For brands that invest in thoughtful, well-planned text campaigns, the rewards are immense. Not only will you connect with your audience in a more personal way, but you’ll also build loyalty and drive growth.
Are you ready to meet your customers where they are? Start leveraging the power of SMS marketing today. Your audience is waiting—don’t leave them hanging!
