SMS is the most powerful marketing channel outside of email.
Across multiple 2026 sources, the average SMS open rate is 95%–98% (while an exceptional email open rate is 40%-50%)
The average SMS CTR sits between 12%-30% (while most newsletter publishers see a 1%-5% CTR)
Your email list is still valuable, but why not have both?
With a large and engaged SMS and email list, you will be unstoppable.
But here's the thing…
Most founders and publishers I talk with are not collecting phone numbers yet!
Here's how to start and get 25%-50% of your email signups to give you their phone number too:
1) Add a phone number field to all sign up forms
Growing your SMS list does not need to be complicated.
MarketBeat added an optional phone number field to all of their signup forms.
When something crazy happened: their landing page conversion rates stayed the SAME!
The great part about this is the phone number field is optional. If people choose not to share their phone number, they can still join your list.
From Matt Paulson’s talk at New Media Summit
Most people use autofill to add their email address and phone number to forms.
So adding an additional phone number field doesn't add as much friction as you might think. Even if your form conversion rate drops by 5-10%, it's probably worth it because of the additional phone numbers you'll collect.
After focusing on SMS list growth and marketing, MarketBeat now generates about 30% of the revenue from SMS ($1.5M+ per month).
2) Add a phone number field to your post sign up survey
Everyone should have a post newsletter sign up survey.
Like this example
You can redirect signups to a survey built on beehiiv, typeform, or most CRM tools.
Post-signup surveys have a TON of benefits:
First party data (1P data)
Understand your audience!
Better sell ads. See who the decision-makers are, what they want, and how sponsored content can fit in.
Send segmented emails based on survey responses (to show relevant content, sell your stuff, or dedicated sponsor sends).
Or, put users into an automation based off of a survey response.
Plus, surveys make it easy to collect phone numbers!
My post-signup survey has 41,000+ responses and an 87% completion rate.
17% of those responses shared their phone number.
Here's how I collect phone numbers in the survey:
This isn't pretty, but it works. Your survey could be even better
How to collect phone numbers in your survey:
Make the field an optional last question
Give a reason why they should input their phone number
Or an incentive to share their number (a lead magnet)
3) Promote webinars, virtual events, lead magnets (and more BRIBES) to your email list
Those are the best ways to collect phone numbers from new sign-ups…
…But what about people who are ALREADY on your email list?
You might have 10k-100k+ of email subscribers now.
How do you get their phone number?
Well, you should bribe them.
Give away something valuable for free in exchange for a phone number.
For most founders and publishers, the best options are:
Webinars
Virtual events
Lead magnets
Every time you promote a webinar or event to your list, collect a phone number during registration.
Next time you plan to promote a lead magnet publicly, also promote it to your list. Instead of asking for just an email address, add a phone number field too.
And that's just the start!
There’s a TON of free stuff you could promote to your list.
Here are more ideas:
1) Hosting a free dinner series? Send an email to your list to apply. Make sure you require a phone number in the application form.
2) Promoting the waitlist for a new offer? Collect phone numbers on the landing page.
3) Try a text-based challenge. Create a 5-10 day challenge where the daily prompts and accountability nudges are delivered by SMS.
Ask subscribers to "Reply DONE each day" which also gives you two-way engagement and a deliverability boost.
4) Personalized audit/teardown. "Text us your website/newsletter/landing page/etc URL and get a custom growth audit back." Deliver the audit with a text message.
5) Giveaway / sweepstakes. Enter to win a free seat to your product, membership, event, offer, etc. Phone number = entry.
6) ”Text me your #1 question" hotline. "Text me your biggest challenge or question, and I'll answer it in my newsletter, podcast, or with a YouTube video”
7) Pop-up text service around a big event. Is there a big event going on in your industry? Create a limited time text list to keep your subscribers updated on what's going on, what you're doing, and your behind-the-scenes insights
For example:
Do you have an industry event that everyone attends? Create a pop up text messaging service to cover it for one week.
Is there a big event in your niche that everyone follows? Like the Super Bowl or an election? Start a pop up text service with extra coverage
What to do now
Growing your SMS list isn't that complicated.
You just need to make it a priority.
If you know the best tactics to grow your email list, add this stuff to collect phone numbers too. Then you'll be ahead of 95% of founders and publishers.
Also, I highly recommend: Even if you don't have a platform or tool to send SMS messages yet, start collecting phone numbers NOW!
Last thing:
If you want me to create more content and resources on SMS (marketing, content examples, the best SMS tools, case studies, and more)…
Reply to my newsletter and let me know.