Thanks for tuning in today for what will be a new recurring segment, a line up of quick SMS ideas you can implement fast. This was something requested from one my earliest supporters - keep the feedback coming!
This issue includes:
How I created my SMS swipe file (for free)
How to create a dopamine response in your text messages
A collection of Valentine’s Day texts
And of course, 8 ideas you can slot into your SMS calendar today
How I created my Swipe File
Keeping track of competitors on my own phone was overwhelming, so I love having a place to do this online instead.
Then I have a few regular approaches that helps me fill up my swipe file:
I usually browse by category once a week or so, being sure to visit other categories beside my own. For example, sometimes it’s helpful to see what sports teams are doing, even though I typically work with consumer and luxury brands.
I search for keywords that are on my mind, like “Valentine” or “game”
When I come across something I think I can use, I save it to my swipe file, then use it to plan the month’s calendar, although I often slot things in at the spur of the moment too.
If you also have been creating an SMS swipe file, I would love to interview you on what you are focused on and why! Reply to this email!
Now let’s get into the 8 ideas I saved in January.
1. Dogs and Dopamine
I’ve been thinking a lot lately about the role dopamine plays in my life, and because a lot of my life is spent marketing, I have been thinking a lot about the role dopamine plays in marketing. In the SMS channel, the dopamine is often served up via discounts. But there are other ways to trigger that feel-good response, and including a furry friend is an easy idea that is not leveraged nearly enough on SMS. Now please enjoy this gif of a sweet-faced dog nibbling on a Graza bottle and tell me how long you paused here.
2. Real Time Weather Response
Large swaths of the country are focused on the weather this week, so meet them where they are with a message relevant to their most pressing needs. I liked this message that offered an IRL activity for the folks snowed in in Manhattan. You could also tee up snow day recipes, DIY projects, or styling ideas.
3. A Different Spin on Valentine’s
Men like presents too! This message from Patricia Nash is a good reminder to think about Valentine’s Day SMS marketing more broadly, including men, kids, and pets.
4. Wholesale Wayfinding
This is a nice way to remind folks to shop your wholesale partners, and the long weekend reference makes it timely.
5. Early Access to New Arrivals
In December I made 5 suggestions on how to amp up your SMS program in 2026. One of those suggestions was to include more exclusive benefits for SMS subscribers. This text does the trick, without relying on discounts.
6. Celebrate Friday
I like this playful Friday text.
7. Nudge Loyal Segments to Subscribe
This subscription pitch is a nice succinct message that you can target to your most loyal segment.
8. Use a stock out to your advantage
And I like how this text uses a stock out as social proof and pushes customers to a new channel.
Helpful Links
Sign up for a free SMS swipe file. Tap the star next to any text to add or remove it from your bookmarks.
Scan this collection of Valentine’s Day texts. Of course brands like Wolford and Godiva show up for this holiday, but it’s also interesting to see how brands like Rimowa, SharkNinja and Le Creuset get their V-Day texts in.
And if you haven’t planned your Super Bowl messaging yet, you may want to read this post on how and when to engage with Super Bowl fans.
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Thanks for reading and see you next week!
