Based on the latest consumer studies, learn how often you should text your customers to keep them engaged and avoid unsubscribes.
You’ve worked hard to grow your SMS subscriber list. The last thing you want to do is drive those valuable customers away. So, what’s the biggest mistake businesses make?
According to a new survey of over 1,400 Gen Z and Millennial consumers, it’s not spammy language or boring offers. The #1 reason customers ignore or delete brand texts is simply because they get too many messages (44%).
In a world where the average person gets 26 or more notifications per day, your texts are competing for a very limited resource: attention. Get the frequency wrong, and you’ll get tuned out.
The data provides a clear answer. An overwhelming 90% of consumers want to receive texts from a brand once per week or less.
Here’s the breakdown:
Only a tiny fraction—just 10%—want to hear from you multiple times a week. And this isn’t a generational quirk; Gen Z and Millennials feel almost exactly the same way.
Avoiding the unsubscribe button comes down to respecting your customers’ time. Here’s how to do it right.
The #1 question consumers have before subscribing is, “How often will you text me?” (28%). Answer it upfront on your opt-in forms. Being honest from the start builds trust and attracts the right subscribers.
For example, on your texting sign-up form you could say “Join our VIP text list for 2-3 messages per month with exclusive deals and early access to new arrivals.“
If you’re only texting once or twice a month, make it count. The survey showed customers are most receptive to:
The best way to know what your audience wants is to ask them. Use a keyword to let subscribers adjust their text frequency.
While keeping customers engaged can be tricky, the good news is that opting into text messages has become mainstream. The report found that 69% of consumers have opted in to receive texts from at least one business in the last year. People are open to hearing from you.
However, for the 31% who haven’t opted in, the reasons are clear: they don’t want more noise. The top blockers are:
To overcome these hurdles, you need to prove your texts are worth their attention from the very beginning.
Don’t make them guess what’s in it for them. Your opt-in form should scream value. The report shows exclusive deals (23%) are a top motivator.
Instead of: “Text DEALS to 999-000.”
Try: “Text DEALS to 999-000 to get 20% off your next order and first access to all future sales.”
2. Address the fear of spam head-on.
Since 30% of non-subscribers are worried about spam, use your confirmation message to reassure them.
Confirmation Message Example: “Welcome to the Club! We’ll text you 2-3 times a month with exclusive deals. We’ll never share your info. Reply STOP anytime to unsubscribe.”
Ready to turn these insights into a powerful SMS strategy? Our platform makes it easy to manage your lists, set expectations, and deliver value. Our texting sign-up widget is the perfect tool to start. It’s a simple, compliant pop-up you can add to your website to capture subscribers right on their phones.
Ready to see it in action? Sign up for a 14-day free trial and start growing your list today.
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