Overview:

This fully-integrated solution positions text messaging as a core audience and revenue channel rather than a standalone engagement tool. Embedded directly within BlueLena’s audience and reader revenue management platform, the new capability allows news organizations to deliver breaking news and service journalism, support two-way communication with reporters, and drive donations and subscriptions using SMS, all while tracking performance end to end.

Cary, NC – BlueLena, the industry’s leading publisher growth partner, blending strategy, execution, and technology to drive audience and revenue, today announced the availability of fully-integrated SMS text messaging, enabling news organizations to reach readers directly with timely journalism, deepen engagement, and drive sustainable reader revenue, all from within a single, unified platform.

SMS text messaging is one of the most effective channels available to publishers, delivering immediate reach, exceptionally high open rates, and a direct line to readers that cuts through crowded inboxes and social feeds. With BlueLena’s new SMS capabilities, publishers can seamlessly connect texting to their existing audience data, editorial workflows, and donation and subscription strategies.

“Texting is no longer a standalone outreach option, it’s a core audience and revenue channel,” said Samantha Bennet, Vice President of Operations & Programs at BlueLena. “By fully integrating SMS into BlueLena’s platform, we’re giving publishers a powerful, compliant, and measurable way to strengthen reader relationships, support journalism in moments that matter, and convert engagement into long-term support.”

Purpose-built for newsrooms

BlueLena’s SMS offering is designed specifically for publishers and newsroom workflows, supporting a wide range of editorial, engagement, and revenue use cases, including:

  • Breaking news and editorial updates delivered instantly to opted-in readers
  • Audience segmentation and personalization, including messaging based on location, engagement level, and donor or subscriber status
  • Donation and subscription conversion, with SMS integrated into fundraising campaigns and lifecycle journeys
  • Lifecycle management, including automated thank-yous, reminders, failed payment follow-ups, and reactivation messages

All SMS programs are built with opt-in consent, compliance, frequency disclosures, and easy opt-outs at their core, ensuring trust and transparency with readers.

From engagement to revenue – measured end to end

Because SMS is fully embedded within BlueLena’s audience and reader revenue platform, publishers can track performance across the entire funnel. Key metrics include delivery rates, click rates, reply rates, list growth, unsubscribes, and (critically) donation and subscription conversions tied directly to texting campaigns.

This integrated approach allows publishers to understand not just who they’re reaching, but how SMS contributes to habit formation, loyalty, and financial sustainability.

Available now

BlueLena’s SMS texting is available immediately to publishers on the BlueLena platform and under an active managed services agreement. News organizations can launch texting programs for breaking news, weekly roundups, beat-specific updates, events, and fundraising, without adding disconnected tools or workflows.

To learn more about SMS texting with BlueLena contact sam@bluelena.io or register for our information session scheduled for Wednesday, January 21st at 2pm ET:

Register for Information Session

About BlueLena

BlueLena is a strategy consulting and audience management platform founded in 2020 to support the sustainability of independent local media. By combining cutting-edge technology with expert-driven services, BlueLena helps over 250 news organizations across North America develop and manage subscription, membership, and donation models. Its unique shared-resource management approach provides publishers, regardless of size, with access to enterprise-level tools and personalized support, enabling them to focus on high-quality journalism while building loyal, revenue-generating audiences. 

BlueLena is majority employee-owned, and backed by investors including Automattic (the parent company of WordPress), the Local Media Association, and Old Town Media.