For a campaign run in text messages, spacing them far apart seems to be key
Your phone beeps and you wonder who’s messaging you, only to see a badly spelt sentence promising cheap plots of land or dream villas for only ₹18 “lak”, along with a freebie of 100 gm of gold and a readily available loan. Even as you wonder whether the Do Not Disturb registry has lost your name, comes another, from some telecom company purporting to supply a certain bank’s multi-currency forex card. As you delete the message, ruing that travel at the moment seems a faraway dream, comes another pesky one. The only ones that matter, at least to this correspondent, are SMS messages saying the technician has been despatched to solve the problem she had complained about. A casual enquiry reveals that most people tend to categories SMS marketing messages as “useless”.
Less is more
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