• by Ray Schultz , Columnist, March 24, 2025

Modest spenders like to engage with brands via SMS, judging by research from Klaviyo.  

Of the consumers surveyed, 75% of low spenders like to subscribe and text with brands so they can get quick access to discount codes.

High-end shoppers are less likely to do so — 24% engage with brands via SMS. But this spells an opportunity for firms willing to reach out to them.

Case in point: Shinola is using SMS as a VIP channel.  

Among generations, 43% of millennials are likely to engage by SMS, versus 26% of Gen X and 21% of Gen Z. 

Klaviyo recently rolled out an automated SMS conversation feature. According to the company, this helps brands:

• Gain deeper customer insights by creating a product recommendation quiz as part of a Welcome Series.  
• Drive interest in product drops or events. 
• Answer FAQs and recommend products. The conversation can continue even with typos and fuzzy keyword matching. 
• Recommend conversations by recommending products based on consumer inquiries.  

Email can play a part in this, Klaviyo recently advised marketers.  

"Create a simple sign-up process for customers or potential customers to get updates from your brand via either email or SMS, and offer promotions relevant to their interests,” it said.