Stop the Texting Madness! Jack Philbin on How to Not Get Blocked by Consumers

Jack Philbin is CEO at Vibes, a texting message platform many MULO (multi-location) brands use. We talked to him about how consumers view text messages and how to craft the right ones.

Philbin stresses:

 “The most important thing marketers can do right now, especially as we enter the holidays, is to prioritize quality over quantity in their engagement.”

A recent study of 1K consumers conducted by the company revealed:

“Urgency fosters excitement for younger buyers. 34% of consumers find a limited deal, one-tap redemption exciting, particularly among younger respondents (18-34), where engagement jumps to 44%.

Comfort with text-to-purchase is increasing. 50% are open to or prefer text-based purchasing. This trend is highest among 18-34-year-olds, with 63% expressing comfort.

Buyers will always love a discount. 53% identified instant deals and promotions as the most appealing feature in brand messaging, followed closely by quick, direct responses (47%).

Especially post-election, consumers are burned out on text messages. How do MULO (multi-location) brands break through the clutter?

“Post-election fatigue with text messages is real, but it’s also an opportunity for brands to differentiate themselves. The solution lies in delivering messages that are timely, personalized and genuinely valuable, meaning MULO brands can cut through the noise by focusing on actionable, customer-focused communications.

For example, rather than sending generic promotions and attaching a sad link, brands could send updates about loyalty rewards or utilize Rich Communication Services (RCS) to create interactive, app-like experiences within messages. By using RCS, brands can incorporate engaging elements like GIFs, image carousels, and videos directly into the message – making it more visually appealing and enabling customers to explore options or take action seamlessly.”

Do you think over-texting can ultimately impact a brand’s reputation?

“Absolutely. Over-texting can lead to opt-outs, frustration, and even damage a brand’s credibility. Consumers want communication that feels intentional, not intrusive. The best practice is to send messages that are personalized; have clear value, are spaced out to avoid overwhelming the recipient and that feel as if they’re coming from a friend–warm, conversational, and tailored to their specific preferences.”

Do you have a powerful case study with quantifiable results?

“Clients we’ve worked with have seen as much as four times engagement. Chipotle saw a rapid uptick in engagement compared to email marketing campaigns right off the bat. Now, once RCS fully launches in 2025, we expect engagement to double as most consumers prefer interacting with personalized messages.”

Any tips for MULO brands that don’t currently text their customers/prospective customers?

“If you’re not yet texting, you’re missing out on one of the most direct and effective ways to engage with your audience. Mobile messaging is the most efficient way for brands to tailor their communications to the individual consumer and is swiftly replacing alternative marketing methods such as email campaigns. Start by building an opt-in list through your website, in-store promotions, or social media channels. Once you have a solid base, focus on delivering clear value in your messages, such as exclusive discounts, appointment reminders, or loyalty program updates.”

Philbin declares:

“If brands want to truly engage their consumers, they must offer more value through their messages. The age-old ‘Download our app and use this PROMO code’ isn’t turning heads anymore. If brands want to stick out, they’ll have to create better ways, like those above, to engage, build loyalty, and sell.”

With so many media options heading into 2025, we at Street Fight marketers will need to evaluate their investment mix and utilize technology (especially AI) to assess how, when, and where individual consumers and prospects want to be targeted and with what types of messages.

MULO brands need to use the vast array of media (including all forms of direct marketing, OOH, POS, and even merchandising) to personalize messages and respect people’s preferences. No brand wants to wind up on the BLOCK list!