SMS marketing has the highest open rate of any marketing channel - 98 percent of text messages are read, typically within 3 minutes of receipt. For postnatal fitness coaches, this matters because your clients' attention is fragmented by the demands of a newborn. An email sits unread for three days. A text message is read while feeding the baby at 3am.
SMS is not a replacement for email marketing - it is a complement that handles time-sensitive, personal communication where immediate attention is both expected and appropriate. Used correctly, it drives class attendance, program re-engagement, and appointment confirmations. Used incorrectly - with unsolicited messages or poor frequency management - it generates opt-outs and damages your reputation. Your fitness VA sets up and manages the SMS workflow with compliance as the first priority.
Compliance and Opt-In Setup
SMS marketing is regulated more tightly than email marketing in most jurisdictions. In the United States, the Telephone Consumer Protection Act (TCPA) requires explicit written consent before sending commercial text messages. In Australia, the Spam Act and the Privacy Act apply. In the UK, the Privacy and Electronic Communications Regulations govern SMS marketing.
Your VA's first task is setting up compliant opt-in infrastructure:
Explicit consent collection: Every contact on your SMS list must have explicitly opted in to receive text messages from your business. This consent must be separate from email opt-in - checking a box to receive emails does not cover SMS. Your VA adds a separate SMS opt-in checkbox to your intake forms, booking confirmations, and lead magnet download pages.
The opt-in language must be clear: "By checking this box, you consent to receive text messages from [Your Business Name] about your program, class reminders, and special offers. Message and data rates may apply. Reply STOP to opt out at any time."
Opt-out mechanism: Every text message must include an easy opt-out instruction. Most SMS platforms (SimpleTexting, SlickText, Attentive, or the SMS feature in GoHighLevel) handle this automatically. Your VA verifies this is active before any message is sent.
Platform setup: Your VA configures your SMS platform with your business number (a local number or a toll-free number, not a personal mobile), your business name as the sender identifier, and automatic unsubscribe processing.
Message Templates for Postnatal Fitness
SMS messages for postnatal fitness follow strict guidelines: short (under 160 characters ideally), personal, and with a clear purpose. Your VA builds a library of approved templates.
Class and session reminders: "Hi [Name] - your postnatal fitness session with [Coach Name] is tomorrow at [Time]. Can't make it? Reschedule at [link] or reply CANCEL. See you there!"
Program check-ins: "Hi [Name] - how is week 3 going? Any questions before tomorrow's session? Reply anytime. - [Coach Name]"
New program launch: "[Name], our Spring Postnatal Recovery Program opens Monday. You're on the early access list - book your spot first: [link]. Closes Friday."
Re-engagement: "Hi [Name] - we miss you! Your last session was [X] weeks ago. Ready to get back on track? Book at [link] or reply here and we'll chat."
Milestone celebration: "[Name] - 8 weeks done! You've worked so hard. Celebrating you today. Your next milestone session is [date]. Reply to chat before then."
Medical reminder (pre-program): "Hi [Name] - reminder to get your OBGYN or GP clearance before your first session on [date]. Got questions? Reply here or call [number]."
Each template is approved by you before your VA adds it to the library. For postnatal fitness, you review all templates for clinical appropriateness - no message should inadvertently suggest a level of physical readiness that requires individual assessment.
Automated SMS Sequences
For program-based businesses, automated SMS sequences reduce manual follow-up and keep clients engaged at critical moments.
Program enrollment sequence:
Triggered when a client purchases a program:
- Immediately: "Welcome to [Program Name], [Name]! Check your email for access instructions. Reply here if you need help. So excited to work with you."
- Day 3: "Hi [Name] - how are you finding week 1 so far? Any questions about the program? Reply anytime."
- Day 7: "One week in! How are you feeling? Any muscles you didn't know you had? Reply with a number 1-10 for how you're feeling."
No-show re-engagement:
- 24 hours after a missed session: "Hi [Name] - we missed you today! Hope everything is okay. Reply to reschedule or visit [link] to book your next slot."
Trial class follow-up:
- 1 hour after a trial class: "Great to have you with us today, [Name]! What did you think? Any questions about joining the program? Reply here."
- 24 hours after no response: "Hi [Name] - following up from yesterday's trial. Happy to answer any questions or chat about which program suits where you are in your recovery. Reply anytime."
Your VA sets these up in your SMS platform using trigger-based automation connected to your booking system or CRM. Once configured, they run without manual intervention.
Campaign Tracking and List Health
Your VA maintains the SMS list and reports monthly on:
- List size and growth (new opt-ins minus opt-outs)
- Opt-out rate per campaign (healthy target: below 0.5%. Above 1% signals message frequency or content mismatch)
- Click-through rate on links included in SMS (tracked via UTM parameters)
- Reply rate (for conversational messages) - indicates engagement quality
- Revenue attributable to SMS campaigns (tracked via unique booking links per campaign)
List hygiene: Undelivered messages (disconnected numbers or carrier blocks) are removed automatically by most platforms. Your VA audits the list quarterly and removes contacts who have not engaged with any message in 6 months after one re-engagement attempt.
See the full range of VA tasks in your postnatal fitness business at the fitness VA tasks list. For hiring guidance, visit the VA hiring guide.
Frequently Asked Questions
How often should a postnatal fitness coach send SMS messages to clients?
No more than 2 to 4 messages per month for general marketing broadcasts. Session reminders and program check-ins are separate - clients expect operational texts. Too many marketing SMS messages in a short period drives opt-outs quickly.
Is SMS marketing appropriate for a postnatal fitness business given the sensitive niche?
Yes, when used for session reminders, program support, and personalized check-ins. It is less appropriate for broad promotional broadcasts to a general list. The intimacy of SMS is a strength for existing client relationships and a risk for cold audiences who did not expect to hear from you this way.
What platform does a VA use to manage SMS marketing for a small postnatal fitness business?
GoHighLevel includes SMS as part of its CRM and marketing suite, which is efficient for coaches already using the platform. Standalone options for lower volume include SimpleTexting and SlickText. For US-based coaches, ensure the platform supports 10DLC registration (required for business SMS in the US since 2021).
Can a VA send SMS messages on behalf of the coach without the coach reviewing each message?
For templated, automated messages (reminders, check-ins) - yes, once templates are approved. For personalized messages or sensitive client situations, the VA drafts and you review before sending. Establish this review standard clearly in your working agreement.