In this episode of The Exceptional Business Podcast, Helen explores a major shift happening in business communication β the move away from email and towards text messaging and WhatsApp.
With AI-driven spam filters becoming more aggressive, even well-written emails are increasingly landing in junk folders or being ignored altogether. The result? Lower open rates, slower responses, and missed opportunities.
π‘ Key insights from Helen:
π§ Email isnβt dead β but itβs weaker β Increased spam classification means email can no longer carry your strategy alone.
π² Text messaging gets seen β SMS has far higher visibility and response rates when used professionally and sparingly.
π¬ WhatsApp works β with care β Itβs powerful but personal, so permission, tone, and boundaries really matter.
π€ AI automation is promising (but not perfect) β Automated texts are improving, but still need human oversight.
π§ͺ Test before you automate β Measure engagement first, then scale what works.
π Integration beats obsession β The strongest results come from combining email, text, and WhatsApp into one joined-up strategy.
Helenβs message is clear: itβs not about choosing one channel β itβs about using the right mix, at the right time, for the right message.
When communication is strategic and measured, engagement follows.
π Learn more: www.exceptionalthinking.co.uk
π Book a chat: www.exceptionalthinking.co.uk/contact
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