Let's talk about the most underused marketing channel in B2B SaaS: text messaging.
While everyone is optimizing email subject lines for an extra 0.5% open rate, SMS sits there with a 95% open rate and a 45% response rate. Most messages are read within 3 minutes.
Yet almost no B2B startups use it. That's a massive opportunity.
When SMS Works Best for SaaS
SMS isn't a replacement for email — it's a complement. Use it for high-urgency, high-value touchpoints:
1. Demo Reminders
SMS reminders 1 hour before a demo reduce no-shows by 60–70%. It's the single highest-impact text you can send.
2. Trial Expiration Nudges
"Your trial ends in 3 days. You've built 12 automations — don't lose them! Upgrade here: [link]"
This text converts 3–5x better than the same message via email.
3. Instant Lead Response
When someone requests a demo, an immediate text ("Got it! Booking link: [URL]") feels personal and fast. It signals that your company is responsive and customer-centric.
4. Post-Demo Follow-Up
"Hey [Name], great chatting today! Here's the proposal we discussed: [link]. Any questions, just text back."
SMS makes the follow-up feel conversational, not corporate.
5. Event/Webinar Reminders
Webinar attendance rates jump 40% when you add SMS reminders alongside email.
Best Practices for B2B SMS
- Get consent first. Always. Use opt-in forms and include unsubscribe instructions.
- Keep it short. Under 160 characters if possible. One clear CTA.
- Be human. Write like a person, not a marketing team. "Hey Sarah" not "Dear Valued Customer."
- Time it right. Business hours only (9am–6pm in the recipient's timezone). Nobody wants a sales text at midnight.
- Don't over-send. 2–4 texts per month max. SMS is high-impact because it's high-attention — don't abuse it.
Cost & ROI
SMS costs roughly $0.01 per message. If you send 500 texts/month, that's $5. If even one of those texts saves a demo from becoming a no-show (worth $5,000+ in potential ARR), you've made a 1,000x return.
Most CRMs (including GoHighLevel) have SMS built in. The barrier to entry is near zero. If you're not using it, you're leaving money on the table.