SMS is one of the most direct and impactful channels you have. It’s also one of the most regulated. That’s what makes it high-impact and high-risk at the same time. Messages are seen quickly and engagement is strong, but expectations are different from email and the margin for error is much smaller. If you’re using SMS, or planning to, compliance isn’t optional. It’s part of how you protect your brand, maintain trust, and keep your messages deliverable. Why SMS Requires a Different Approach Email and SMS don’t operate under the same rules. With email, there’s more flexibility. With SMS, the expectation is clear: contacts must knowingly opt in, understand what they’re signing […]
SMS is one of the most powerful communication channels available to marketers, and one of the easiest to misuse. Text messages are immediate, personal, and nearly impossible to ignore. That’s exactly why recipients are highly sensitive to how brands use them. One poorly timed or unexpected message can damage trust far faster than a misplaced email ever could. Done responsibly, however, SMS can strengthen relationships, deliver real value, and drive exceptional engagement. The difference comes down to consent, expectations, and relevance. Here’s how to build an SMS program customers welcome instead of tolerate. Start With Explicit, Documented Consent Unlike email, SMS […]
SMS gets attention. That’s exactly why most marketing and communications teams misuse it. When every message feels urgent, nothing is. Over-sending doesn’t just hurt performance; it erodes trust. And once that trust is gone, it’s hard to earn back. The teams seeing real results with SMS aren’t sending more messages. They’re sending better ones that are grounded in timing, context, and actual customer behavior. SMS Works Best When It Feels Timely SMS isn’t built for volume. It’s built for immediacy. That means the value of a message is tied directly to when it’s sent. A well-timed text can drive action in minutes. A poorly timed one gets ignored, or worse, triggers an […]
Email and SMS are two of the most effective channels in higher education marketing. Used well, they keep prospective students informed, motivated, and moving forward. Used poorly, they create noise, confusion, and disengagement. Right now, many institutions fall into one of two traps: they either overuse SMS without a clear strategy, or they underutilize automation, relying on one-off sends and manual workflows. The issue isn’t the channels themselves. It’s how they’re orchestrated. Email Still Does the Heavy Lifting Despite constant predictions of its demise, email remains the backbone of higher-ed communication. It’s where institutions can: Where things go wrong is volume and relevance. Too many campaigns […]
SMS is one of the most effective channels marketers have, and one of the easiest to misuse. Yes, open rates are high, and response times are fast. But without CRM context, SMS can shift quickly from helpful to intrusive. When every text is treated as urgent, nothing feels important. In a CRM-driven customer journey, SMS has a specific job. The value isn’t the channel itself; it’s when and why the message is sent. SMS Is an Accelerant, Not the Foundation Email does the heavy lifting in most customer journeys. It provides space for explanation, education, and storytelling. SMS works differently. SMS is […]
