DTC Brands Are Targeting Consumers Where Their Attention Is—Their Phones

Rather than sending out another overlooked email

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With a 99% open rate, it’s a wonder why texting hasn’t become mass-adopted by brands.

Some companies already reach customers via text by offering them discounts and other benefits, but digitally native companies like Brightland, Lively and Trade Coffee Co. are using texting to help customers with their subscriptions, offer them recipes and provide other tips.

Texting gives digitally native brands a chance to get closer to their customer while keeping marketing costs low on other fronts, like paid media.



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This story first appeared in the Sept. 23, 2019, issue of Adweek magazine. Click here to subscribe.