Email has historically been the primary owned-channel for retail. This is because brands who did attempt SMS years ago didn’t have the ubiquity of internet enabled smartphones. They were doomed to fail on the channel. However, the cautionary tale of SMS marketing is a thing of the past as user behaviour has officially caught up. This doesn’t mean, though, that all SMS programs are created equally. The winning retailers have built SMS strategies that drive incremental revenue for their company without cannibalising their email efforts—not something easily done on your own.
In this guide we cover: