Getting someone to opt in to SMS is a win. But the opt-in itself isn’t the strategy.  Someone has just given you permission to communicate through one of their most immediate, personal and protected channels. What happens next can determine whether SMS becomes a useful part of the customer relationship or another stream of promotional messages they quickly tune out.  The first few interactions matter. You need to confirm the subscription, deliver whatever value you promised, establish expectations, and decide how SMS should fit into the broader customer journey.  And that […]

Text DEMO to learn more.  Reply YES to confirm.  Text EVENT to get the registration link.  Reply 1 for Product A or 2 for Product B.  SMS keywords look simple because, from the customer’s perspective, they are.  Someone sends a word or short response. Something happens.  But what happens next is where SMS keyword campaigns get much more interesting.  Instead of treating a keyword as nothing more than a way to send an automated reply, marketers can use that response as a signal of intent. It can trigger another message, update what you know about the contact, place someone into a relevant audience, or become […]

If you’ve ever asked whether SMS marketing is better than email marketing, you’re asking the wrong question.  The most effective marketing teams don’t choose one channel over the other. They choose the channel that best fits the message, the audience, and the moment.  Email and SMS each play an important role in a successful marketing strategy, but they were designed to accomplish different things. Email gives marketers the space to educate, build relationships, and tell a story. SMS delivers short, timely messages that encourage immediate action.  Understanding those strengths is the key to creating a better customer experience.  Rather than thinking about […]

For years, SMS marketing was largely a one-way channel.  Organizations sent appointment reminders, event updates, promotional offers, and important notifications. Customers received them.  Today, that dynamic is changing. More organizations are adopting two-way SMS marketing to create conversations rather than simply broadcast messages.  The opportunity is significant. SMS remains one of the most immediate and engaging communication channels available. But as more organizations embrace conversational SMS marketing, a new challenge emerges: designing automation flows that work for real people.  Because real people don’t always respond the way marketers expect.  Building […]

SMS marketing continues to deliver some of the highest engagement rates in digital marketing.  Messages are seen quickly, response rates are often strong, and the channel creates a sense of immediacy that email and social media cannot always match.  But that effectiveness creates a temptation.  As marketing teams become more comfortable with SMS automation, many begin adding more triggers, more campaigns, and more touchpoints. Over time, those automated messages can start to pile up, creating a subscriber experience that feels overwhelming rather than helpful.  The result is often SMS fatigue.  […]