By Chris Titley, Sub11
Yabbr says SMS is still growing in Australia — and just looking at my own phone this week, I can see it. I’ve been hit with a wave of messages from Petbarn, Domino’s, Spotlight, Barbeques Galore, Naked Wines, Step One, Crust Pizza, Perlu… all trying to catch my attention. Discounts, offers, limited-time deals. A lot of noise.
Then came the more functional ones — Qantas sent a flight update, my GP reminded me about a check-up, and a specialist messaged to say they’d received a referral. That one stood out the most. I’d completely forgotten about it — the message gave me the nudge I needed to finally book it in.
That’s the thing about SMS: it doesn’t always land, but when it does, it really lands.
We often think of it as old-school or overdone. And sure, a lot gets ignored. But when the timing and context are right, SMS can still be one of the most effective tools in the mix. It’s fast, visible, and easy to act on — something most channels struggle to deliver.
I’ve been working on and off with the team at Yabbr for a couple of years now, and they have a good understanding of how SMS fits into the modern marketing toolkit.
Yabbr has recently partnered with Sub11 to grow their presence in the fintech, startup and corporate sectors. And on a personal level, I’m using this as a chance to test what really works on me — what grabs attention, what doesn’t — and I’ll be sharing more of those observations over the next few months.
The takeaway? SMS isn’t dead. It just needs to be used with care — with timing, relevance, and a clear purpose.
Because sometimes, one simple message makes you change your behaviour.
For more information about Yabbr – jump on to their website at http://www.yabbr.com.au
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