SMS and push notifications are channels with almost instant delivery and a high read rate, which makes them a suitable tool for time-sensitive information – appointment confirmations, meeting reminders, delivery notifications, or short-term promotions. At the same time, they are perceived as the most intrusive, so marketing use requires separate consent and a moderate frequency. The message must be short, contain a single piece of information, and include an option to unsubscribe. With push notifications, timing also plays a role, since a message sent at night leads to notifications being switched off for good. For companies, these channels are a supplement, not a replacement for email: they are more expensive, have limited scope, and overusing them damages the customer relationship faster than any other channel.
See also: Legal basis for email marketing, Automation sequence, Availability and Delivery Time.
