“Personalization means making a bigger effort than simply including a customer’s first name in a text message. It’s about understanding and caring about the wants and needs of your customer, as well as the intent behind their actions.”

Nate Frick, enterprise strategy director at Marigold, from his blog entry, “Why SMS Is a Powerful Marketing Tool When Personalized.” He adds, “Retailers should be looking to draw as much value out of any channel that can help them reach customers, get to know them better, and deliver useful offers and information.”