One of the biggest strategic questions in messaging is: “How often should we text our customers?”
New consumer data from, ‘The Messaging Evolution: Exploring Consumer Motivation and Behavior in the Age of RCS,’ provides the clearest guidance to date on how consumers actually want to be communicated with.
Key Takeaways
Among consumers who prefer text as their 1st or 2nd top communication channel:
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- 37% want 3–5 texts per month
- 29% want 1–2 texts per month
- 16% are open to 6–10 texts per month
- Only 3% want 11–15 texts
- Just 2% want more than 15
- 12% say “It depends on the type of message” (critical nuance)
The report’s qualitative analysis reinforces this:
- Security notifications are expected to be real time, regardless of frequency.
- Payment reminders should be timed to due dates.
- Promotional messages should be limited to prevent channel fatigue.
Consumers Want Balance
The data shows a clear preference for moderation: 66% of consumers prefer between 1 and 5 texts per month, making low-to-mid frequency ideal for most audiences. Only a small minority are open to higher volumes, with 16% willing to receive 6–10 messages, and even fewer wanting anything beyond that.
But frequency isn’t the whole story. 12% of consumers say the “right” number of messages depends entirely on the message type, underscoring that cadence isn’t one-size-fits-all — it’s contextual.
The report’s qualitative analysis reinforces this:
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- Security notifications are expected to be real time, regardless of frequency.
- Payment reminders should be timed to due dates.
- Promotional messages should be limited to prevent channel fatigue.
In other words, consumers want you to text them… with the right message at the right moment.
Cadence Depends on Message Type
Based on the data:
Critical Alerts (Security, Fraud)
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- Send immediately.
- No frequency limit.
Servicing Notifications (Balance Updates, Status Changes)
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- Send only when meaningful.
- Low frequency, high relevance.
Payment Reminders & Payment Plans
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- Send around key dates.
- Consumers want these messages because they prevent fees and missed payments.
Promotions & Marketing
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- This is where restraint matters most.
- Stick to the 1–5 per month window unless customers explicitly opt into more.
Cadence Isn’t Operational — It’s Emotional
The report’s narrative states it perfectly: “Align communication timing and frequency with consumer context and needs, not internal operational convenience.” Simply put, determining your messaging cadence isn’t about what you need, it’s about what your customer needs. Every message should provide value.
The Rule of Thumb
Message with purpose. Pause with intention.
