The Engagement Multiplier Hiding in Plain Sight

Summary

The author argues that text messaging (SMS) should be the core of any MarTech strategy because it offers unparalleled real‑time engagement, with 98% open rates and rapid read times, making it a powerful multiplier for customer interaction. Two key advantages are its role as an identity anchor for secure, compliance‑driven communications and its conversational, two‑way nature that builds trust and relationships. Practical guidance includes using the mobile number as a permissioned identity, automating relevant triggers, continuously testing, maintaining compliance, and avoiding over‑messaging, while noting that emerging Rich Communication Services (RCS) will further enhance SMS capabilities. Overall, the piece positions SMS as a low‑friction, trusted channel that can drive higher response rates and deeper customer connections.