Clientbook Blog
June 8, 2023

Pros and cons of mass messaging your customers

As a retail business owner, you want to reach as many customers as possible. One way to do this is through mass messaging. But is this strategy really effective, or does it do more harm than good?

Mass messaging has become a popular retail marketing strategy in recent years. It allows businesses to send a single message to a large group of customers at once, saving time and effort. However, there are also drawbacks to this approach, such as the risk of spamming and alienating customers.

Before you decide to implement mass messaging as part of your marketing strategy, it's important to weigh the pros and cons. In this article, we'll explore the pros and cons of mass text messages and individual text messages and help you determine the right choice for your retail business.

Want to send personalized messages to your client base? Book a demo to see how Clientbook can help

What is mass messaging?

Mass messaging, or mass SMS messaging, refers to sending a single message to a large number of people at once through their cell phones. It's often used for marketing purposes, such as sending promotional messages, mass alerts, or other special offers to a wide audience.

Bulk messages can be an effective way to reach a large audience quickly and efficiently, but it also runs the risk of being seen as spam or intrusive if not done correctly.

Pros of mass messaging

Bulk messages can improve your customer engagement and help your retail business to grow. Below are a few benefits to implementing mass text messaging in your marketing efforts.


Mass text messages eliminate the need for expensive advertising campaigns that require a significant budget to reach a large audience. Instead, businesses can send a simple message to their customer base, informing them of new products, promotions, or updates. This is also known as SMS marketing or messaging marketing.

SMS marketing is particularly useful for small businesses or startups that may not have the financial resources to invest in expensive advertising campaigns.

Easy to implement and monitor

Bulk texting is easy to implement and monitor. With the right bulk text messaging services, you can create a message template, customize it according to your needs, and then send it out to your customer base.

You can also track the response rate of your messages with analytics tools, allowing you to see how effective your message marketing campaigns are and make adjustments accordingly.


Automation is a great way to make your mass messaging strategy even more efficient. With automation features, you can schedule mass SMS messages to be sent out so you don’t have to manually check and send each message. This saves time and allows you to focus on other aspects of your retail business like in-person customer interactions and relationship selling.

Reach more people quickly and easily

Mass text messaging campaigns are an effective way to reach more people quickly and easily. With mass texting services and SMS reminders, you can send out a single message to a list of phone numbers in just a few minutes. This means you can get schedule messages, get your message out faster, and potentially reach more people in less time.

Improve customer service and satisfaction

By regularly sending personalized bulk messages to your customers, you can keep them informed about new products and promotions, remind them of upcoming events or special offers, and provide them with useful tips and advice.

This helps create positive relationships with customers through clienteling and encourages loyalty, resulting in a positive user experience.

Drive engagement

By sending out bulk messages on a regular basis, you can keep your customers informed and engaged with your brand and remind them of upcoming offers or promotional campaigns.

This is particularly useful for businesses that rely heavily on customer loyalty, as it encourages repeat purchases and helps to build long-term relationships. Additionally, automated messages can be designed to trigger specific actions from customers, such as clicking through to a website or signing up for a newsletter.

Begin messaging your retail customers through Clientbook's clienteling software today

Cons of mass messaging

Below, we cover the cons of bulk text messages and how they can potentially hurt your retail business.

Spamming customers with too many messages

One of the main cons of mass messaging is that it can be seen as intrusive or spammy if not done correctly. While constant contact can seem like a positive thing, it is sometimes a turn-off for certain customers.

A survey from Emarsys found 61% of retailers believe that their customers want to hear from them multiple times a week. In reality, only 31% of consumers agree with that schedule, with the majority preferring contact once a week or less.

Too many messages can lead to a risk of alienating customers. If your messages to people come across as too pushy, or if you send too many messages in a short period of time, it could give the impression that you don’t value their privacy and are more focused on making sales. This could lead to customers unsubscribing from your messages, or even worse, losing their trust in your retail brand altogether.

Lack of control over delivery and timing

One downside to mass text services is that you may not have complete control over the delivery and timing of your messages. Depending on the platform you’re using, you may not be able to customize when each message is sent out, or how often it’s sent.

Potential for poor message quality

If your mass text messages aren’t tailored to your customer groupings, or if they contain too much jargon or are too long-winded, they can quickly become boring and ineffective. This could result in customers not engaging with your messages and potentially unsubscribing from them altogether.

Pros of individual messaging

Individual messaging leads to two-way texting, relationship-building, and important customer conversations.

Allows for more personalization

Using SMS messages, you can tailor your communication to each customer individually, ensuring that they receive the most relevant and interesting content based on their preferences. You can send appointment reminders, picture messages, delivery updates, product recommendations, and much more.

This helps create positive relationships with customers and encourages loyalty, resulting in improved user experience. Additionally, you can use individual messages as a way to quickly respond to customer inquiries with two-way messaging and address any issues before they become bigger problems.

Build relationships with specific clients

Using individual text messaging to build relationships with specific clients is a great way to ensure that they feel heard and valued. You can use it to send tailored messages directly to each customer that are personalized and relevant, creating a more personal connection than a mass text messaging service allows for.

It’s also important to remember that building relationships requires two-way communication. Be sure to encourage customers to respond or ask questions so you can get an understanding of their needs and preferences. This will help you create a better customer experience overall and ensure that your customers keep coming back. Personalized individual messaging can turn potential customers into loyal customers.

Are you ready to level up your client relationships? Check out our free clienteling starter kit

Cons of individual messaging

Individual messaging within your list of contacts requires much more time and effort on behalf of a retail business. Each company should decide if it's worth their efforts to spend time sending individual marketing messages to their clients.

More time consuming

Depending on the number of customers you need to reach, it could take hours or even days to manually compose and send messages to each one. This can be especially challenging if you’re a small business and don’t have the resources to dedicate to this task. You may also find that your customer engagement rate is low due to the fact that they may not receive your message in a timely manner.

Requires more attention to detail

Unlike mass messaging, where you can send the same message to everyone on your entire list, individual messages require you to tailor each one for the specific recipient. This means taking the time to think about how each message should be crafted and what type of content or offer will be most relevant and effective for that person.

Less reach

If you’re trying to reach a large number of customers, individual messages may not be as effective since they can only go out one-by-one. Also, if your customer list is constantly changing or growing, maintaining individual messaging can become difficult and time consuming, especially if you have thousands of contacts.

Messaging through Clientbook

Clientbook is a clienteling software that provides a great way to manage both individual messages and mass messages with retail customers. It has an easy-to-use platform with an intuitive interface that enables you to quickly and easily send personalized messages, event reminders, and discount codes to each customer on your contact list, segmented groups of customers, or all of your customers at once.

It also allows you to keep track of customer responses, making it easier to monitor and adjust your messaging strategy based on their reactions. You can see customer wish lists and anniversaries, giving you the perfect opportunity to reach out to customers with personalized offers on the Clientbook texting platform.

Book a demo today to see how Clientbook's features make messaging with your clients a simple, enjoyable task that will benefit your retail business.

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