Mobile Matters: Why Brands Need To Embrace Texts, Next-Level Personalization

As much as marketers preach the importance of email, the continued reliance on mobile and digital wallets appear to be shifting thoughts on brands and their text interactions, according to new data from Vibes.

In its 2025 Mobile Consumer Insights Report, Vibes found that consumers want more texts from their beloved brands more often, with 13% wanting them once a day (compared to 6% last year), 15% every other day (vs. 7% in 2024), and 21% a few times a week (vs. 17%).

(Source: Vibes)

“Since SMS can collect zero and first-party data, it’s a channel primed for brands to highly personalize communication with customers without facing privacy repercussions,” the report says, highlighting the 64% who sign up for text messages for incentives and loyalty programs. “Brands taking advantage of such rich data continue to see tremendous results with their personalized approaches to their mobile programs.”

Those results, Vibes says, include a 99% monthly subscriber retention rate, a 20% lower opt-out rate, and “achieving a 250% average increase in conversion.” Combined with the rise of digital wallets and “consumers’ insatiable demand for convenience,” it’s no surprise that more than half (51%) said they would use digital wallets more frequently if brands could automatically update with new offers and promotions. 

“More consumers are saying that text messages influence them to purchase from brands,” the report says, adding that 83% of consumers have made a purchase based on a brand’s text, compared to 75% last year. “Over 1 in 4 (28%) say they are much more likely to purchase from brands because they send them text messages.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: