The Future of Marketing and How Postscript Is Prepared to Meet It

On a very large dashboard of Martech buttons that often don’t seem to move any needles (no matter how hard you smash them), SMS is a bright red turbo button for ecommerce revenue. On Bloomberg’s Tech Disruptors podcast, Postscript CEO Adam Turner breaks down how the Postscript team is rewriting the rules of (customer) engagement—one text at a time. From AI that actually understands a brand’s customers to creating the very strategies that have made SMS a goldmine, Postscript is leading the pack as SMS becomes a larger slice of the revenue pie for ecommerce brands. Here’s a peek into their playbook for and the future of SMS marketing.

At the core of Postscript's philosophy is a singular focus: driving more revenue for merchants. This mission is supported by a deeply integrated data infrastructure that enables real-time event-based segmentation, targeting, and personalization. Adam talked about shared how Postscript’s initial SMS marketing product has evolved into a comprehensive suite of tools that not only send messages but also enable merchants to engage in meaningful conversations with their customers.

1. Advanced Data Integration
   Postscript syncs customer and purchase data directly from Shopify, empowering merchants to personalize messages with unparalleled accuracy.

2. Real-Time Personalization
   By analyzing browsing behavior and purchase history, merchants can send tailored messages that resonate with each unique customer.

3. Conversational Insights
   Conversations with customers reveal critical insights into their reasoning, such as specific objections to purchasing, allowing merchants to address concerns directly, pivot where necessary, and optimize their messaging.

Postscript's platform now includes features that extend beyond the basics of SMS marketing, such as their SMS Sales service and the recently launched AI-powered Infinity Testing. These additions aim to unlock even greater value for Shopify merchants.

Merchants lose significant revenue when 75% of SMS subscribers fail to make a purchase. Postscript tackled this issue by introducing SMS sales, a product designed to engage customers through personalized, one-on-one conversations.

• Human-AI Collaboration: Real humans in Postscript’s Phoenix-based hub manage thousands of conversations daily, supported by automation that scales their efforts.

• Performance-Based Pricing: Postscript charges merchants 15–20% of the revenue generated by these interactions, aligning its success with that of its customers.

• Incremental Revenue Gains: By addressing objections and personalizing follow-ups, merchants have reduced non-purchase rates from 75% to 45%.

Postscript leverages generative AI to automate and enhance A/B testing at scale. “Infinity Testing” allows merchants to:

• Generate and test 100+ variations of a single SMS message with a couple of clicks.

• Identify high-performing messaging clusters that drive conversions.

• Discover ‘secret data’ by identifying unexpected and specific customer preferences (e.g., Dr. Squatch’s audience resonated with messages that mentioned dogs).

Traditional discounts are costly and often fail to maximize lifetime customer value. Postscript’s acquisition of Fondue introduced a cash-back model that:

• Boosts SMS opt-ins by offering cash-back incentives.

• Increases customer retention with store credit options.

• Improves contribution margins by up to 5%.

Turner emphasized that each new Postscript product enhances the value of others. For example:

• SMS Marketing builds the foundation with data-driven messaging.

• SMS Sales uses that data to deepen customer engagement.

• Fondue accelerates subscriber growth, feeding both marketing and sales pipelines.
  This interconnected approach creates a flywheel effect, driving compounding value for merchants.

While Postscript currently serves Shopify merchants, its scalable technology positions it for expansion into other ecommerce platforms and beyond. Turner believes the paradigm shift from many-to-one communication (spray and pray) to one-to-one engagement (hyper-personalized messages) will redefine the customer experience across ecommerce platforms and industries. Postscript’s investment in this shift makes the company’s horizon all the wider. 

Generative AI represents both an opportunity and a challenge for Martech. Postscript is using AI to:

• Automate segmentation and message testing, elevating marketer efficiency.

• Create hyper-personalized customer experiences that were previously unfeasible (and, in some cases, impossible).

• Develop a new standard for conversational marketing, where brands can offer the SMS equivalent of.

Postscript's success is defined by its customers' results. By focusing on performance-based pricing, deep data integration, and AI-driven innovation, the company is leading the charge for SMS and driving more and more revenue for its customers. As text marketing continues to prove itself as one of the most profitable channels available to online merchants, Postscript is prepared to help Shopify brands make the absolute most of it.

The question isn’t whether SMS will evolve or remain relevant—it’s how brands can leverage tools like Postscript to stay ahead of the curve. For those looking to drive revenue, enhance customer relationships, and outpace competitors, the future is clear: SMS marketing is not just an option—it’s a necessity.