SMS has a 98% open rate. But it also feels invasive if overused. Here is when to use it and when to skip it.
Use SMS for
- Class reminders — 2 hours before class. Short: "Strength at 6pm today. See you there!"
- Waitlist promotion — "A spot opened up in tomorrow's 6am Pilates. Tap to confirm."
- Urgent schedule changes — class cancelled, instructor swap, studio closure.
Do NOT use SMS for
- Weekly promotions — use email instead
- Newsletter content — SMS is for urgent, actionable messages
- Generic marketing — your members will opt out
Rules
- Always get opt-in consent
- Include opt-out in every message
- Maximum 2–3 SMS per week per member
- Keep it under 160 characters