Put SMS in the right lifecycle job
Map SMS campaign ideas to the RACE lifecycle so each text has one clear job.
The move: give each text one lifecycle job. RACE stands for Reach, Act, Convert, and Engage. It is useful for SMS because it stops every message from collapsing into "sell something today." A strong program uses SMS at different points in the customer lifecycle. Reach Use SMS sparingly to create awareness when the subscriber has asked for fast access: launch alerts, event announcements, waitlist openings. Act Ask for a low-friction next step: tap to choose a preference, join a list, save a date, view a guide, or confirm interest. Convert Help ready customers finish: cart recovery, back-in-stock, limited shipping deadline,…
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