Let's start with the basics. According to Wikipedia, a strategy is a "plan to achieve one or more long-term or overall goals under conditions of uncertainty."
An SMS strategy is a plan for how you're going to achieve your goals with text messaging.
A good SMS strategy should include:
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Overview of retention marketing and how SMS supports customer retention for e-commerce brands.
Your SMS clickthrough rate (CTR) is determined by your team's ability to empathize with your audience's needs, to align with their preferences, and to generate unique, compelling content.