SMS may not be the most exciting marketing channel, but it is the most personal. When marketers want to build one-on-one connections with consumers, their efforts must be exactly that—personal.
“[SMS is] not a place to just blanket an entire list and hope for the best,” said Vasa Martinez, CMO of Outer Aisle, the food brand best known for its bread made of cauliflower. “You have to be extremely thoughtful in your execution; specifically, how you think about segmentation and automation as well as how SMS communicates with other growth and retention efforts like email and subscription.”
Marketers who are aware of their brand voice and the ‘why’ behind their brand will find the best way to leverage SMS, according to Martinez. “The perfect SMS strategy is a balanced blend of all the above. But for me, the impetus is to provide more value to our users, not extract
Article source: https://www.emarketer.com/content/sms-still-one-of-most-effective-channels-just-ask-these-retailers
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