The Take Timeline

Email & SMS

How the cowboys’ take on Email & SMS has evolved.

1. 2026-01-17high confidence 85%

   SMS is maturing beyond simple ROI and becoming a sophisticated channel where merchant execution quality creates massive performance variance.

   the state of the union of SMS is I'd say it's like it's like a teenager that's like graduating high school, right? It's like getting out there in the world like trying to make a name for itself even more.

2. 2026-01-21high confidence 85%

   SMS should be a primary revenue channel focus for DTC brands when optimized properly

   they are the only player in our entire ecosystem who will tell you our goal is to make SMS your number one revenue generator

3. 2026-01-24high confidence 90%

   SMS should be optimized as a brand's primary revenue channel, not treated as one feature among many.

   Postcript is the only SMS player in our market who will tell you our goal is to make SMS revenue your number one channel for dollars into your pocket

4. 2026-01-27high confidence 90%

   Email marketing effectiveness requires authenticity and conversational copywriting rather than spammy clickbait tactics

   it's less the spammy clickbait and more of the human authentic now. That's why it's working.

5. 2026-02-03moderate 75%

   Specialization and obsessive focus on a single marketing channel like SMS enables exceptional results that generalist multi-channel approaches cannot achieve

   SMS is all they do. They obsess over it... That's to make your SMS revenue go up... we went from making very little money to being a top 1% account

6. 2026-02-19high confidence 85%

   The email platform opportunity is taking sophisticated enterprise strategies and making them accessible to small and medium businesses

   how do we take all of that good stuff and boil it down and make it incredibly simple for anyone to accomplish, whether you're small, big, medium, whatever

7. 2026-02-19high confidence 90%

   Gmail annotations and structured data capabilities are powerful but underutilized by most email marketers

   there are other things like uh Gmail annotations that I think are really powerful that not everybody leverages

8. 2026-02-20moderate 55%

   Membership club offers are more effective at capturing customer contact information than standard discount incentives.

   They want to get your info, man. It's such a good tactic for getting your customers information if they have not given it to you already.

9. 2026-03-03high confidence 88%

   Postscript SMS generates exceptional ROI, delivering an average 22% revenue increase for switching customers.

   On average, people see a plus 22% increase in revenue when you make the switch to Postscript.

10. 2026-03-20moderate 78%

    Brands are wasting a clear sales opportunity by not following up via SMS with the majority of subscribers who don't buy on their first touch.

    They give their number to you. They have questions and you do nothing or worse than nothing... It is an absolute sales opportunity that honestly 99% of direct-to-consumer brands are literally just

11. 2026-03-26moderate 75%

    Sketchy email deliverability hacks like weird identity-resolution tools and inbox-placement tricks are hurting brands more than they realize by degrading list quality and deliverability, even though marketers assume more data is always good.

    I'm seeing a lot of brands try to do sketchy stuff, use like um weird like identity resolution, inbox placement, all these like weird little like SAS apps to kind of hack email and I'm finding like that's actually hurting brands more than they realize.

12. 2026-04-01moderate 72%

    Personalized, one-off discount codes delivered in pop-ups and welcome flows convert far better and are more profitable than generic codes like 'WELCOME10'.

    whenever somebody gets a personalized code conversion rate much better, more money profit back in my pocket rather than just welcome 10 or whatever it is

13. 2026-04-02Predictionmoderate 65%

    Google's new AI inbox summarization product is unlikely to wipe out email marketing as a viable channel despite fears it will.

    RIP to the top organic channels, search and email... is this going to basically liquidate, take email marketing totally off of the table... I don't think that's the case

14. 2026-04-11moderate 55%

    An all-in-one marketing suite that lives natively inside Shopify (email, banners, reviews) is more valuable than stitching together separate tools because it stays where merchants already work.

    Seguno is the only marketing suite that lives entirely inside of Shopify... your email, your banners, your reviews, it already lives where you work and play every day

15. 2026-04-30moderate 60%

    AI-powered one-to-one text conversations (like Postscript's AI shopper/text-in hotline) are a natural and highly profitable extension of AI for ecommerce.

    it is such a natural extension for e-commerce and AI and it's ever-growing capabilities is enabling one-to-one conversations with people when they text you.

16. 2026-06-11moderate 60%

    Seguno's approach of baking scheduled discount promotions into its platform is a smart way to generate useful lifecycle-marketing data for merchants.

    baked in, hey, for the next weekend everybody gets 20% off or whatever. Um that's that's how they get all this data. Very interesting.

17. 2026-06-17moderate 70%

    AI-powered inbox sorting (e.g. Gmail/Yahoo promotions folders now using AI to surface only top offers) is making email deliverability significantly harder for marketers.

    the promotions folder's got AI on it that only, you know, brings up the best offers that it thinks you want

18. 2026-06-20moderate 55%

    Email campaign creation is shifting from manual design work to simply conversing with an AI assistant that builds the campaign for you.

    you just talk to Sidekick... and it builds your email campaign for you right there and then in front of you

19. 2026-06-27moderate 70%

    Brands should launch a late-night, tap-to-buy SMS flash sale on the evening of July 4th, timed to when shoppers have been drinking, to drive impulse purchases.

    You should launch an SMS campaign honestly by postcript and you should do it. You should do it late July. Late July 4th. So like after people have had a couple beverages.

20. 2026-07-09moderate 70%

    Nike is leaving significant revenue on the table by not collecting emails on sold-out World Cup jersey product pages.

    They're not even collecting emails on the product pages. It hurts.

21. 2026-08-05moderate 72%

    Postscript expanding into email would be a serious competitive threat to Klaviyo's dominance in the ESP space.

    If Postscript is going into email... that's huge. I don't think Klaviyo is shaking right now.

22. 2026-08-07moderate 75%

    Most brands fail to sunset disengaged email subscribers and keep paying to message people who never open their emails, which quietly costs the brand.

    maybe I think it was 3% of the brands actually sunset us away and everybody else kept paying for us... There's a cost on your brand from sending these people messages which they no longer take

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