Striking the Balance: How Brands Can Use SMS Without Crossing the Line

Striking the Balance: How Brands Can Use SMS Without Crossing the Line

With the rise of brands increasing their own first party data, personalization is going to come out of the dark ages, evolving from transactional and behavioral data sources into arguably more meaningful ways to connect based on the consumers own stated emotional data, affinities, lifestyle, goals and preferences.

There is a lot to discuss in terms of managing customer data responsibly but one area that requires immediate addressing is SMS. Brands want to communicate via SMS but it’s a very fine line to walk with consumers as there is high perceived intrusion and a very easy method to opt out. The value proposition for SMS programs must be highly compelling and when it comes to frequency way less is more.

Pam Erlichman

Head of Experiences Strategy, BlueConic

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