by Ayaz Nanji
People say they become most annoyed with SMS messages from marketers when messages come too often, when they come from brands they don’t know, and when they aren’t relevant, according to recent research from Validity.
The report was based on data from a survey conducted between November 25 and December 4, 2022, among 1,218 consumers over the age of 18 from Australia, New Zealand, the United Kingdom, and the United States who own a mobile phone capable of receiving messages.
Respondents say they’re most likely to become annoyed by a brand’s SMS messaging when it is too frequent (49% say so), when it comes from a company they didn’t interact with (35%), and when the content of the message isn’t relevant to their needs/interests.

Some 58% of respondents say they have unsubscribed due to irritation with a brand’s text messages and 52% say they have deleted messages without reading them.

Some 52% of respondents say they have been influenced to buy a product by SMS marketing, 38% say they have been influenced to buy a service, and 23% say they have been influenced to buy a subscription.

People say they are most interested in receiving shipping notifications and sales/promotions via SMS from brands.

About the research: The report was based on data from a survey conducted between November 25 and December 4, 2022, among 1,218 consumers over the age of 18 from Australia, New Zealand, the United Kingdom, and the United States, who own a mobile phone capable of receiving messages.
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What Annoys People Most About SMS Marketing
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ABOUT THE AUTHOR
Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji
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