13/10/2026
Is Email Dying? The Shift to Text & WhatsApp in Business 📲
How to Communicate Where People Actually Respond - from The Exceptional Thinking Business Podcast
In this episode of The Exceptional Business Podcast, Helen explores a major shift happening in business communication - 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.
💡 Key insights from Helen:
📧 Email isn’t dead - but it’s weaker - Increased spam classification means email can no longer carry your strategy alone.
📲 Text messaging gets seen - SMS has far higher visibility and response rates when used professionally and sparingly.
💬 WhatsApp works - with care -It’s powerful but personal, so permission, tone, and boundaries really matter.
🤖 AI automation is promising (but not perfect) - Automated texts are improving, but still need human oversight.
🧪 Test before you automate - Measure engagement first, then scale what works.
🔗 Integration beats obsession - The strongest results come from combining email, text, and WhatsApp into one joined-up strategy.
Helen’s message is clear: it’s not about choosing one channel - it’s about using the right mix, at the right time, for the right message.
When communication is strategic and measured, engagement follows.
🔗 Learn more: www.exceptionalthinking.co.uk
📅 Book a chat: www.exceptionalthinking.co.uk/contact