SMS Marketing
SMS marketing is text-message marketing to customers who have explicitly opted in. Compared to email, SMS has dramatically higher open rates (90%+ within the first hour), higher click rates (20-30% vs. 2-4% for email), and faster response — but stricter compliance requirements and a lower tolerance for overuse.
Compliance in the US is governed by TCPA and its enforcement through class-action lawsuits. Every SMS send requires explicit opt-in (not implicit, not pre-checked), clear disclosure of message frequency, and one-click opt-out (STOP) that immediately honors the request.
Cadence: 2-4 SMS per month is the upper limit for most stores before opt-out rates climb. High-value moments (abandoned cart, back in stock, launch announcements) outperform regular broadcast SMS by a wide margin.
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