Postscript: The Channel Nobody's Using (Yet)
Most ecommerce stores have email figured out — or at least they've started. A Klaviyo account, some flows running, a welcome series. Good. Now ask yourself: what percentage of your revenue comes from SMS? If the answer is zero, or 'we tried it once,' you're leaving meaningful money on the table from a channel that your competitors are also mostly ignoring.
That gap is exactly why we leaned into Postscript.
What makes SMS different
Text messages have a 98% open rate. Email, even with great deliverability and a warm list, runs somewhere between 30–50% for most brands. SMS messages are read within minutes, not hours. People check their phones before they check their email, and they'll read a text from a brand they opted into even if they'd ignore an email from the same brand.
That sounds like a massive advantage — and it is. But it comes with a catch that most marketers underestimate: SMS is intimate. People are protective of their text inbox in a way they're not about email. Send one message too many, one that feels off-brand or irrelevant, and they're gone. The channel is powerful precisely because people trust it more — and they'll withdraw that trust fast.
Why Postscript specifically
Postscript is built for ecommerce SMS with compliance at the core. Double opt-in is standard. Subscribers explicitly know what they're signing up for. The segmentation pulls directly from Shopify — so when you want to text only customers who've ordered twice but haven't bought in 60 days, that segment exists and it's accurate.
The automation features cover the use cases that actually drive revenue: abandoned cart recovery via SMS (we see these convert at 2x our email equivalent), back-in-stock alerts, flash sale announcements, and shipping notifications. Each of those is a moment when a text feels natural, not intrusive. A text that says your order just shipped, or that the thing you wanted is back, is welcome. Postscript is built to hit those moments and stay out of the way the rest of the time.
Building the list
The biggest unlock with Postscript isn't the platform — it's building a quality SMS list. We use a two-step popup: email first, then phone number as a second ask. We incentivize it. We make it clear what kind of texts they'll get. Conversion rate on the second ask is around 40% once someone has already given us their email.
Grow slowly and send relevantly. A small, genuinely engaged SMS list outperforms a bloated one every time — and the unit economics are better because you're not burning credits on uninterested subscribers.
The revenue picture
SMS is our second largest revenue channel after email, contributing about 15–20% of total attributed revenue. That number grows as the list grows. We run roughly four to six SMS campaigns per month — never more, and only when there's a real reason. Flash sale. Major restock. Exclusive early access for subscribers. The scarcity of our messages is part of why they perform.
If you've been putting off SMS because it seems complicated or because you're not sure your audience wants it — they probably do. They just haven't been asked the right way yet.
