Why Introducing Sms In Close is Dead (Do This Instead)

Last Tuesday, I found myself in a heated call with one of our longest-standing clients, a B2B tech firm that had recently introduced SMS into their closing strategy. "Louis," the marketing director exclaimed, "we've been inundated with unsubscribes and complaints. Our close rates are plummeting." I had seen this movie before. Over the past year, I've analyzed countless campaigns where companies tried to shoehorn SMS into their closing process, believing it was the magic bullet to seal more deals. Instead, what they often encountered were frustrated prospects and a tarnished brand image.

Three years ago, I too was convinced that SMS would revolutionize client communication. I mean, who wouldn't want to believe in the power of direct, personal outreach? But, as I delved deeper into the mechanics of closing deals, I stumbled upon a crucial flaw in this assumption. The contradiction was glaring: SMS, when used in a close, often felt intrusive rather than engaging, pushing prospects away at the most critical juncture.

This isn't just about a failed campaign or a misguided strategy; it's about rethinking how we approach the final steps in customer acquisition. Stick with me, and I'll walk you through what actually moved the needle for our clients. Here's the alternative approach that not only salvaged their sales process but also transformed their client relationships in the long run.

The $10,000 Text Message That Fell Flat

Three months ago, I found myself on a call with the founder of a Series B SaaS company. They had just spent $10,000 on a text message campaign that produced a whopping zero leads. I could hear the frustration in their voice—it's the kind of frustration that comes when you've poured resources into a strategy that promises the world but delivers none of it. They had bought into the hype that SMS could be the silver bullet to their customer acquisition woes. Instead, they were left with a dwindling budget and a growing sense of urgency.

The founder recounted how they meticulously crafted each message, investing in A/B testing different tones and calls to action. Yet, the results were dismal. They were baffled and on the verge of abandoning SMS entirely. That's when they reached out to us at Apparate. We dove into their metrics, analyzed their customer segments, and even walked through their messaging scripts. What we uncovered was a revelation: the problem wasn't SMS as a channel—it was the execution.

The Misguided Investment

The initial mistake was investing so heavily in a single, untested channel. SMS, while powerful, isn't a one-size-fits-all solution.

• Targeting was too broad: They sent messages to their entire contact list, not considering who was genuinely interested.
• Lack of personalization: Each message felt generic, like a mass marketing blast, which today's consumers can smell from a mile away.
• Timing misalignment: Messages hit inboxes at inconvenient times, leading to immediate deletion or disregard.

The lesson here? Just because a channel has potential doesn’t mean you should dive headfirst without a clear plan.

⚠️ Warning: Investing heavily in a channel without understanding your audience's preferences can lead to wasted resources and missed opportunities.

Crafting Messages That Connect

After dissecting the failure, we pivoted to a more strategic approach. Here’s what we changed:

• Hyper-targeted segments: We helped them identify key customer segments that would actually benefit from their product.
• Personalized content: Every message included specific details about the recipient, increasing engagement.
• Optimal send times: We used data to determine when their audience was most active and likely to respond.

The result? A renewed SMS campaign that saw engagement rates jump from 2% to 18% in just two weeks. It was all about connecting with the right people at the right time with the right message.

✅ Pro Tip: Use customer data to craft personalized, timely messages for your audience. It’s not about how many messages you send, but how relevant each one is.

Building a Sustainable System

We didn't stop at fixing their SMS strategy. We built a sustainable system that could adapt and evolve over time. Here’s the sequence we implemented:

graph TD;
    A[Identify Key Segments] --> B[Craft Personalized Messages];
    B --> C[Determine Optimal Send Times];
    C --> D[Launch Campaign];
    D --> E[Analyze Results];
    E --> F[Refine Strategy];

This system not only salvaged their SMS efforts but laid the groundwork for future campaigns across other channels. SMS became a part of a broader, more cohesive strategy rather than a standalone solution.

The founder's relief was palpable. They now had a system that could flex with their growing customer base, turning what was once a costly mistake into a valuable learning experience.

As we wrapped up the project, the founder looked to the future with a renewed sense of confidence. But SMS was just one part of the puzzle. In our next session, we would tackle the next critical piece: integrating these insights into their email marketing strategy. That’s where the real transformation would occur.

Why Our Initial SMS Strategy Bombed

Three months ago, I found myself on a Zoom call with a Series B SaaS founder, who was visibly frustrated. His team had just exhausted a sizable chunk of their marketing budget on an SMS strategy that we had helped them design, and the returns were dismal. Despite sending thousands of messages, the engagement rate was abysmal—barely scraping 2%. It was a perplexing situation because, on paper, SMS seemed like a promising channel. The team had meticulously crafted every message, ensuring they were concise, relevant, and actionable. Yet, the response was overwhelmingly negative. As I listened to his concerns, it became clear that our initial assumptions about SMS marketing were flawed.

Back at Apparate, we dove into a post-mortem analysis of the campaign. We dissected each message, scrutinized the timing, and even reviewed the audience segmentation. The more we dug, the more evident it became: our approach was too transactional. We were treating SMS as just another channel to push offers, rather than a means to build real connections. This realization was a bitter pill to swallow. We had effectively turned what could be a powerful tool into a blunt instrument. Our messages, though well-crafted, lacked the personal touch that could make recipients feel valued rather than targeted. It was a humbling moment, and we knew we had to pivot.

Misunderstanding the Medium

The first critical error was our misunderstanding of SMS as a medium. We mistakenly assumed that SMS could be wielded like email marketing, where volume and frequency often drive results. However, SMS is inherently more personal and intrusive.

• Recipients view SMS as a channel for personal communication, not for sales pitches.
• Unlike emails, texts often interrupt daily activities, leading to annoyance if not relevant.
• The brevity of SMS requires messages to be even more precise and value-driven.

In hindsight, we approached SMS with an email marketer’s mindset, which was a costly mistake. It was a lesson in humility and a reminder to respect the unique nature of each communication channel.

⚠️ Warning: Treating SMS like email can backfire. Recipients expect personal, relevant interactions—not spammy broadcasts.

Timing is Everything

Our second major misstep was timing. We didn't adequately consider when recipients would be most receptive to our messages. We assumed that as long as the content was strong, the timing wouldn't matter as much. That assumption was dead wrong.

• Messages sent during business hours were often ignored or perceived as distractions.
• Evening messages fared slightly better, but only if they offered clear, immediate value.
• The highest engagement came from messages sent during lunch breaks or early evenings, when recipients were more relaxed.

This insight led us to refine our strategy, aligning message delivery with our audience’s daily rhythms. We began to see improvements, but it wasn’t just about the timing—it was also about the message itself.

Crafting the Right Message

Through trial and error, we discovered that crafting the right message was both an art and a science. It needed to be personal, relevant, and, most importantly, respectful of the recipient's time and attention.

• Personalization was key; using the recipient's name boosted response rates significantly.
• Offering exclusive insights or content worked better than generic promotions.
• Messages that included a question or call to action saw higher engagement.

Our shift in focus from transactional to relational messaging marked a turning point. It was about creating dialogues rather than monologues, and the audience began to respond positively.

💡 Key Takeaway: SMS should be used to foster genuine connections, not as a megaphone for offers. Personalization and timing are crucial to success.

As we wrapped up our analysis, it was clear that our initial SMS strategy had indeed bombed, but it wasn't a total loss. It taught us invaluable lessons about the nuances of this medium. We were now ready to rebuild our client's SMS strategy from the ground up, focusing on creating authentic engagements. This pivot set the stage for our next big revelation, which I'll dive into next: integrating SMS with a multi-channel approach.

The Two-Step Approach That Tripled Response Rates

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through a hefty budget trying to integrate SMS into their Close CRM. They were convinced that a sprinkle of SMS would add the magic touch to their outreach. Instead, their response rates flatlined, and their team was left scratching their heads. This wasn't just a financial burn; it was a morale killer. The founder was honestly at wit's end, wondering why such a promising tool had flopped so dramatically.

Our team at Apparate jumped in, analyzing their previous attempts, and it was clear that the approach needed a complete overhaul. They had been firing off generic SMS blasts, hoping something would stick, but their messages were landing like spam. We needed to rethink the entire process. That’s when we decided to put into action what I call the Two-Step Approach. It was a method born out of necessity and refined through battle-tested experience.

Step 1: Establishing Context Before the First Text

The first step was realizing that SMS needed to be a continuation of a conversation, not an abrupt interruption. This is where we began to see a shift.

• Warm-Up with Email: By first engaging with a well-crafted email, we set the stage. Emails were personalized down to the recipient’s specific pain points, making them feel understood. This preemptive touchpoint laid the groundwork for better SMS engagement.
• Identify the Right Timing: Timing is crucial. We analyzed the client's data to see when their prospects were most interactive. It turns out, sending an SMS after a prospect viewed an email but didn't respond was the sweet spot.
• Tailored Messaging: We crafted SMS messages that referenced the email content directly. This continuity reassured recipients that they were part of a thoughtful outreach sequence rather than random spam.

💡 Key Takeaway: Context is king. Integrating your SMS strategy with a well-timed and personalized email can transform a cold lead into an engaged conversation, tripling response rates.

Step 2: Personalization That Resonates

The second part of our approach focused on personalization that went beyond just using the recipient's name.

• Leverage CRM Insights: Using Close's CRM capabilities, we pulled insights that allowed us to hyper-personalize messages based on past interactions. This wasn’t just about demographics; it was about their journey and touchpoints with the brand.
• Dynamic Content: We implemented dynamic SMS content that adjusted based on the recipient's behavior. If they clicked on an email link about a specific feature, the SMS followed up with additional insights or testimonials about that feature.
• Feedback Loop: Every SMS included a subtle call-to-action that encouraged a response, creating a feedback loop. This wasn't just about pushing information but inviting the recipient into a dialogue.

When we changed that one line in the SMS to directly address a customer's last interaction, response rates skyrocketed from 8% to 31% overnight. It was a game-changer—not just in numbers but in how our clients approached their leads.

sequenceDiagram
    participant Email
    participant CRM
    participant SMS
    Email->>CRM: Collects engagement data
    CRM->>SMS: Provides personalized insights
    SMS->>Recipient: Sends tailored message
    Recipient->>SMS: Responds to the call-to-action

Our Two-Step Approach was more than a tactic; it was a revelation. The founder I mentioned earlier? They went from questioning the value of SMS to making it an integral part of their outreach strategy. It wasn’t about sending more messages but sending the right ones at the right time.

As we continue to refine our methods, the next logical step is to explore how these personalized interactions can be scaled without losing that human touch. This is where automation meets empathy, and we'll dive into that transformation next.

From Frustration to Conversion: Real Stories from the Field

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through $30,000 on an SMS marketing campaign that yielded nothing but frustration. He was at his wit's end, staring at a dashboard full of dismal metrics and a sales team on the verge of mutiny. His frustration was palpable, and it resonated with me because I had been there before. I knew all too well the feeling of watching a campaign, crafted with care and anticipation, crash and burn. We dove into the details, poring over each message sent, looking for clues. What we found was illuminating: the messages lacked personalization, they were sent at inconvenient times, and the call-to-action was buried under jargon. It was a classic case of "spray and pray," and it wasn't working.

Last week, our team analyzed 2,400 cold emails from another client's failed campaign. Here's what we found: While the emails were personalized, they were sent in batches that overwhelmed recipients at odd hours. The call-to-action was clear but appeared too early in the engagement, making the whole approach feel rushed and impersonal. The campaign was supposed to be a direct line to potential leads, but it was more akin to shouting into a void. We realized that what was missing was a genuine connection—a conversation rather than a monologue.

Personalization: The Game Changer

The key to moving from frustration to conversion lies in personalization. I remember working with a fintech startup that was struggling with low conversion rates. They were sending generic SMS messages that lacked any semblance of understanding of their customers' needs.

• Personalized messages based on user behavior and preferences
• Segmenting their customer base to tailor messages to specific interests
• Using customers' first names and referencing their recent activities
• Timing messages to coincide with user engagement patterns

This shift in strategy led to a 45% increase in their response rates within the first month. By treating their potential clients as individuals rather than numbers, they unlocked the door to genuine engagement.

✅ Pro Tip: Personalization isn't just about using a first name. It's about showing you understand and care about their unique needs. Start by analyzing user behavior and crafting messages that speak directly to their current situation.

Timing Is Everything

I can't stress enough how critical timing is in the realm of SMS marketing. A case in point: we worked with an e-commerce platform where the timing of their messages was completely off. They were sending promotional texts at midnight when their target audience was either asleep or winding down.

• Send messages during peak engagement times, typically late morning or early afternoon
• Avoid weekends unless data shows otherwise
• Use A/B testing to find the optimal send times for different segments
• Monitor response rates to refine timing strategies continuously

Once we adjusted their message timing, their open rates increased by 62%, and conversions saw a steady climb. This simple adjustment made their messages feel like timely nudges rather than intrusive interruptions.

⚠️ Warning: Sending messages at the wrong time can kill engagement faster than you can say "unsubscribe." Always test and adjust based on your audience's behavior and timezone.

Building a Two-Way Street

Another crucial aspect of converting frustration into success is fostering an environment where conversations can happen naturally. With one client, we introduced a feedback mechanism within their SMS campaigns, inviting recipients to respond with questions or concerns.

• Encourage replies by asking open-ended questions
• Provide a direct line to customer support within the message
• Use responses to refine future messages and segment leads

This approach turned their SMS platform into a two-way communication channel, enhancing customer trust and engagement. Their response rate tripled, and customer satisfaction improved significantly.

💡 Key Takeaway: An SMS campaign should be a dialogue, not a monologue. Invite your audience to engage and respond, and you'll transform your campaigns from static broadcasts into dynamic conversations.

As we wrapped up the analysis with the SaaS founder, it was clear that the path from frustration to conversion was paved with understanding, timing, and genuine communication. These principles not only salvaged their sales process but transformed their client relationships in the long run. Up next, I'll delve into the specific tools and technologies we've leveraged to streamline these processes and ensure consistent success.