Marketing Mavericks and eCommerce Gurus! Buckle up because we’ve got a wild one for you today. In the latest episode of The MarTech Matrix Podcast, Sean Simon sat down with Scott Cohen, CEO of Inbox Army, and Garin Hobbs, VP of Strategy and Customer Success. Together, they dissect the chaotic world of SMS and email marketing, sprinkle in some AI skepticism, and, oh yeah, rage about political text spam. If you’ve been on the brink of setting your phone on fire due to an endless barrage of spam texts—this one’s for you.
Text Messages from Politicians… Why? Just Why?!
Sean kicked things off with the question we’re all dying to ask: Why are politicians blowing up my phone? And Garin’s answer? They straight up exempted themselves from the laws we have to follow. That’s right—while the rest of us are out here carefully curating marketing strategies, politicians are hitting “send” on whatever garbage data they’ve got. Whether you live in the state or not, they don’t care. Your inbox is their playground, and there’s no stopping it.
So next time you’re tempted to hit “STOP” (again), remember that no amount of unsubscribing is going to save you. The only option? Suffer in silence until election day passes.
Your Brand’s SMS Strategy = Death by Discount?
Moving on from politics (thankfully), the guys dived into how SMS is now one of the hottest channels for marketers—and not just to tell people their pizza’s on its way. But beware, because for too many brands, SMS = discounts. You know the drill: you see a pop-up, give your number for 15% off, and then… ghost. It’s a one-and-done scenario for many customers.
Scott and Garin had some killer advice: Don’t make discounting your only move! You’re training customers to expect freebies, which means your margins go down faster than your unsubscribes go up. Instead, SMS should be part of a customer-centric strategy. Want to know more about what that looks like? Think content, personalization, and the holy grail of marketing—timing.
Shoppable SMS & Repeat Purchases: A Recipe for Success?
When it comes to shoppable SMS, the consensus is clear: it’s great for things people already know they want. You got a killer pair of shoes last season? Maybe it’s time to snag another color. It’s all about context, people. Think subscription management and reorder reminders instead of just blasting “SALE SALE SALE.”
But here’s where it gets juicy—don’t overdo it. Sean shared the nightmare of getting bombarded with messages from a sunglasses company that clearly doesn’t know he only has one face. Instead of spamming, a smarter strategy would be to say: Hey, loving those shades? Here’s how other customers are styling theirs.
Boom. Relevant. Helpful. Not annoying.
AI Isn’t a Magic Wand—It’s a Very Expensive Helper
If you were hoping AI would be the ultimate fix for your email and SMS woes, let’s pump the brakes. Both Scott and Garin agree: AI is great for speeding things up, but we’re still five years away from it being a real game-changer. And you know what’s missing? That human touch—empathy. You can’t train AI to truly understand why people care, but you can teach it to help you get there faster.
So yeah, AI can write your email, but without context and heart, you’re looking at cold, mechanical messages that might get your foot in the door, but won’t make any friends.
Want to Stay Relevant? Think Beyond the Sale
The conversation wrapped up with a truth bomb: The best marketers don’t think in silos. If your email, SMS, and paid social aren’t working together to create one seamless experience, you’re leaving money on the table. Scott hit the nail on the head—customer-centric experiences are where it’s at. If you’re not taking the time to understand your customers beyond just “what they bought last,” then good luck surviving in this competitive space.
So, what can you do to not annoy your customers into oblivion?
1. Stop leading with discounts. (Seriously, stop it.)
2. Context is everything. Send the right message at the right time, based on what your customer actually wants.
3. Use AI as a helper, not a crutch. It’s great for automating, but it still needs a human touch.
4. Make every channel work together. Your customers shouldn’t feel like they’re talking to different people when they switch from your email to your website.
Think you’ve got what it takes to stay on top? Good. Because your customers will definitely let you know when you don’t.
Until next time, marketing warriors—don’t be a politician!
Stay tuned for more episodes of The MarTech Matrix Podcast to hear from other marketing and eCommerce leaders on how they’re using technology to grow their businesses.
