Commentary

Overcoming the Challenges of SMS Messages

The upside of an opted-in SMS list is that 95-97% of subscribers will read your message within 5 minutes of sending. The downside is that most brands have not figured out a content strategy for SMS compelling enough to gain access to their customers' phones. One exception is shoe retailer DSW, who uses a "last chance" SMS alert for subscribers who have not yet taken advantage of a once-a-year discount on their birthdays.

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Tags: email, mobile
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