Despite Some Risks, More Brands Are Blowing Up Consumers' Phones With Texts

When done correctly, SMS marketing can strengthen customer relationships

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When a brand interrupts your online shopping spree to offer a 15% discount in exchange for your phone number, ignoring it and paying full price feels pretty indefensible. Then you start receiving a constant stream of texts with abandoned cart reminders and flash sale notifications, and pretty soon you’re wondering why you didn’t just spend an extra $4 on those scented candles. 

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This story first appeared in the Sept. 20, 2021, issue of Adweek magazine. Click here to subscribe.