By the time the marketing team at plant-based health and wellness brand Apothékary adopted SMS in fall 2021, it had been on their radar for quite some time. While they had seen success with email marketing and paid advertising, they wanted to be proactive with diversifying their channels. “SMS felt like the next right thing to do,” said Katie Magnus, Senior Marketing Manager at Apothékary.

While she was nervous initially about the added time commitment this new channel would require, Katie was pleasantly surprised by how easy it was to integrate SMS into Apothékary’s existing marketing programs. “I kept thinking, ‘I don’t know if I can manage another channel,’” she said. “I was envisioning SMS taking the same amount of time as email.”

In reality, Katie dedicated a few hours a week to SMS when she was first learning the Postscript platform. These days, she spends an hour or two per week building campaigns. “If you can simply carve out an hour a day for just a couple days out of the week, you can have a whole week or two of plans set to jet depending on what you’re sending,” she said.

On the automation side, she leaned heavily on Postscript’s out-of-the-box templates to get things up and running. Once she started seeing performance data, she optimized accordingly. On that note, one of Katie’s biggest pieces of advice to SMS newcomers is that their messaging doesn’t have to be perfect from the get-go. “Don’t worry about perfecting it,” she said. “Just get it up and running, and then you can go back and optimize as time goes on. We’ve had a lot of automations that are working their magic for us in the background until we optimize.”