{"id":90398,"date":"2023-08-22T09:50:43","date_gmt":"2023-08-22T07:50:43","guid":{"rendered":"https:\/\/www.seven.io\/?p=90398"},"modified":"2023-07-26T13:57:22","modified_gmt":"2023-07-26T11:57:22","slug":"what-makes-an-sms-relevant","status":"publish","type":"post","link":"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/","title":{"rendered":"What makes an SMS relevant?"},"content":{"rendered":"<section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>In marketing in particular, the relevance of a text message is a key factor in its success. But what exactly does that mean? When is an SMS relevant and when is it not? In this article, we take a closer look at the individual factors that determine the relevance of an SMS.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_71 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#factors_that_you_cannot_influence\" title=\"Factors that you cannot influence\">Factors that you cannot influence<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#basic_interest\" title=\"Basic interest\">Basic interest<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#technical_realities\" title=\"Technical realities\">Technical realities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#factors_you_can_influence\" title=\"Factors you can influence\">Factors you can influence<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#the_timing\" title=\"The timing\">The timing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#the_content\" title=\"The content\">The content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#the_form\" title=\"The form\">The form<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#what_can_i_do_to_make_my_sms_more_relevant\" title=\"What can I do to make my SMS more relevant?\">What can I do to make my SMS more relevant?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#choices_when_signing_up\" title=\"Choices when signing up\">Choices when signing up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#support_call_opportunity\" title=\"Support call opportunity\">Support call opportunity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#questionnaire_vs_quiz\" title=\"Questionnaire vs. quiz\">Questionnaire vs. quiz<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#checklist\" title=\"Checklist\">Checklist<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.seven.io\/en\/blog\/what-makes-an-sms-relevant\/#conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><span class=\"ez-toc-section\" id=\"factors_that_you_cannot_influence\"><\/span>Factors that you cannot influence<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are a few factors that you have little or no control over, but they are still important for the relevance of a message. It can be useful to know these factors so that you can assess why an SMS campaign is getting better or worse results.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"basic_interest\"><\/span>Basic interest<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A very crucial question when it comes to relevance is: How interesting is my message or offer for the respective recipient?<\/p>\n<p>The good news: If your recipients have signed up to receive your SMS, there is at least a basic level of interest. Your task: find out what they are particularly interested in. Audience segmentation is essential to making SMS relevant. Make sure your recipients only get messages that are as close to their interests as possible.<\/p>\n<p>Has your recipient already bought from a competitor or has their financial situation changed so they are no longer interested? Then you will have a hard time sending relevant messages.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"technical_realities\"><\/span>Technical realities<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>One thing is clear: we think it&#8217;s very important to address how an SMS becomes relevant &#8211; otherwise this post wouldn&#8217;t exist. Nonetheless, there are technical factors that can affect the relevance of an SMS that you have no control over. Keep these in mind when planning your SMS.<\/p>\n<p>Some examples:<\/p>\n<ul>\n<li>Does the cell phone receiving the SMS have reception right now, is the battery charged, and is it turned on?<\/li>\n<li>Is it perhaps in DND mode, for example because your recipient is at work or on vacation?<\/li>\n<li>In some countries, delivery of promotional SMS is only possible at certain times of the day<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><span class=\"ez-toc-section\" id=\"factors_you_can_influence\"><\/span>Factors you can influence<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Fortunately, you do have a lot of influence on whether an SMS is relevant to your recipients. In a nutshell, it&#8217;s easier to send relevant SMS if you know a lot about your recipients and segment your audiences in detail. Also, pay attention to the following factors.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"the_timing\"><\/span>The timing<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Sure, you can&#8217;t usually predict when your recipients will be taking a break without their cell phones and therefore won&#8217;t see your message right away.<\/p>\n<p>Nevertheless, it is very important that you think about when an SMS might be appropriate in your recipients&#8217; daily routine.<\/p>\n<p>Of course, the right time also depends on what your SMS is about.<\/p>\n<p>A few examples:<br \/>\nIf you&#8217;re selling coffee, it&#8217;s more likely that your recipients will be open to offers in the morning than in the evening.<\/p>\n<p>An offer to stock up on supplies does not really make sense two days after the last order, but rather later. If your recipient is currently on vacation, they may be more receptive to special offers.<\/p>\n<p>Especially for last-minute offers, timing is essential. You want to give your customers enough time to respond to your message, but it&#8217;s the time limit that makes it so special. Especially if you want your customers to take advantage of your offer on the spot, for example in a retail store, you&#8217;d better plan a little more time.<\/p>\n<p>In short: Adapt the moment you send your message to your target group.<\/p>\n<p>Ask yourself:<\/p>\n<ul>\n<li>When is a person in the target group most likely to have a need for your product?<\/li>\n<li>When is the person open to offers?<\/li>\n<li>Which offer fits into which time frame?<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"the_content\"><\/span>The content<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It may seem a bit obvious, but a very basic factor in the relevance of an SMS is its content.<\/p>\n<p>The good news is that you already have a bit of an advantage. If recipients have already signed up to receive your messages, you probably already know what they are particularly interested in. So you can tailor the message content well to what&#8217;s important to your recipients right now.<\/p>\n<p>Also, we strongly advise you to <a href=\"https:\/\/help.seven.io\/en\/personalized-sms\" rel=\"noopener\">personalize your SMS<\/a>. The personal address makes your message special and creates an even greater closeness to your recipients. This way, your recipients will perceive your message as more relevant &#8211; after all, it is clearly addressed to them.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"the_form\"><\/span>The form<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The character limit of SMS helps you send relevant messages. Of course, long messages can also be relevant, but with SMS, the shorter you go, the better. This improves not only to the relevance of your message, but also the efficiency of your budget.<br \/>\nIt\u2019s also often a good idea to include a link that your recipients can access. Sometimes even <a href=\"https:\/\/www.seven.io\/en\/blog\/send-diverse-messages-with-sms-attachments\/\">an attachment<\/a> is appropriate, such as a PDF or other file.<\/p>\n<p>The ideal form of SMS depends on the situation in which you are sending your message and what kind of message it is.<\/p>\n<p>Ask yourself: How much can my recipient absorb right now and in what form can I best convey my request?<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"what_can_i_do_to_make_my_sms_more_relevant\"><\/span>What can I do to make my SMS more relevant?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It should have become clear: To send relevant messages, you need to know your recipients well. But what if you don&#8217;t have the information you need? Of course, there are several ways to find out more about your recipients, but the best one is certainly: ask them.<\/p>\n<p>How you ask depends on a few factors. Do you want to ask only new recipients about their preferences or existing ones as well? How much time and effort is it worth to you to collect this data? Do you want to actively seek face-to-face conversations or automate as much as possible?<br \/>\nHere are some basic ideas on how to query relevant data.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"choices_when_signing_up\"><\/span>Choices when signing up<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It&#8217;s best practice by now: When your recipients provide you with their phone number, you make it clear what kind of messages they can expect to receive. But you&#8217;re even smarter than that. You let your recipients <em>choose<\/em> in detail what kind of messages they want to receive. What content are they really interested in? At what times do they want to receive offers, or don&#8217;t they care? How often do they want to receive messages?<\/p>\n<p>The more choices you offer, the better you&#8217;ll understand how a message can be relevant to that particular recipient.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"support_call_opportunity\"><\/span>Support call opportunity<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Another opportunity to gather information arises when a recipient contacts you on their own, such as when they contact your support team. Let&#8217;s make one thing really clear here: Of course the focus in this situation is on whatever it is that your customer needs. Nevertheless, there are situations in support talks that offer the chance to ask some questions. Be sure to always remain transparent and state why you are asking these questions.<\/p>\n<p>And again: you have to judge from situation to situation whether and when questions that have nothing to do with the support topic are appropriate in the conversation.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h4><span class=\"ez-toc-section\" id=\"questionnaire_vs_quiz\"><\/span>Questionnaire vs. quiz<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Are you looking for an effective way to obtain data even from existing recipients? With an entertaining quiz or a clear questionnaire, you can quickly obtain a lot of important information. Always be transparent: make it clear why you are asking for this data and what you will use it for.<\/p>\n<p>Of course, it is up to you how you want to conduct these queries. For you SMS recipients, you can ask your questions via SMS or send a link to the respective questionnaire or quiz.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"ult-content-box-container \" >\t\t<div class=\"ult-content-box\" style=\"box-shadow: px px px px none;border-style:solid;border-width:3px;border-color:#55acff;padding:20px;-webkit-transition: all 700ms ease;-moz-transition: all 700ms ease;-ms-transition: all 700ms ease;-o-transition: all 700ms ease;transition: all 700ms ease;\"  data-hover_box_shadow=\"none\"     data-border_color=\"#55acff\" ><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><span class=\"ez-toc-section\" id=\"checklist\"><\/span>Checklist<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p><strong>Basics<\/strong><\/p>\n<p><label class=\"container\"><input type=\"checkbox\" \/><\/label><span class=\"Apple-converted-space\">\u00a0<\/span>I have obtained the consent of my recipients<\/p>\n<p><label class=\"container\"><input type=\"checkbox\" \/> <\/label>I checked my recipients&#8217; numbers with an <a href=\"https:\/\/www.seven.io\/en\/products\/number-validation\/hlr-lookup\/\">HLR lookup<\/a> and removed invalid numbers<\/p>\n<p><label class=\"container\"><label class=\"container\"><input type=\"checkbox\" \/> I have used information about my recipients to categorize them into meaningful groups<\/label><\/label><\/p>\n<p><strong>Timing<\/strong><\/p>\n<p><label class=\"container\"><label class=\"container\"><input type=\"checkbox\" \/> I checked when was a good time to send for each group<\/label><\/label><\/p>\n<p><label class=\"container\"><label class=\"container\"><input type=\"checkbox\" \/> I made sure the timing made sense for the recipient country<\/label><br \/>\n<\/label><\/p>\n<p><label class=\"container\"><\/label><label class=\"container\"><input type=\"checkbox\" \/> I have pre-scheduled the messages<\/label><\/p>\n<p><strong>Content<\/strong><\/p>\n<p><label class=\"container\"><input type=\"checkbox\" \/> I created individual content for each group that matched the recipients&#8217; interests<\/label><\/p>\n<p><label class=\"container\"><input type=\"checkbox\" \/> I use placeholders in my message to personalize it<\/label><\/p>\n<p><strong>Form<\/strong><\/p>\n<p><label class=\"container\"><label class=\"container\"><input type=\"checkbox\" \/><\/label><\/label><label class=\"container\"><label class=\"container\"> I have determined for each group how long the message should be and if and where I want to link to<br \/>\n<\/label><\/label><\/p>\n<p><label class=\"container\"><label class=\"container\"><input type=\"checkbox\" \/><\/label><\/label><label class=\"container\"><label class=\"container\"> I have tested with a test message whether the form of my SMS is played out as I imagine it to be<\/label><\/label><\/p>\n<\/div><\/div>\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>So: what makes an SMS relevant? It&#8217;s all about how well you know your recipients. Relevance is individual, but that doesn&#8217;t mean you have to fish in the dark. The more you know about your recipients&#8217; interests and needs, the easier it will be for you to make an SMS relevant.<\/p>\n<p>It makes a lot of sense to ask about these interests when your recipients sign up to receive SMS. This keeps the communication transparent and your recipients know what to expect from the start.<\/p>\n<p>Remember, well-segmented audiences are key if you want to make sure your SMS is perceived as relevant.<\/p>\n<p>Do you have any questions? We look forward to <a href=\"mailto:support@seven.io\">your message<\/a> or comment.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-separator size_medium with_line width_default thick_1 style_solid color_text align_center with_text with_content\"><div class=\"w-separator-h\"><p class=\"w-separator-text\"><span>All the best<\/span><\/p><\/div><\/div><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"289\" height=\"38\" src=\"https:\/\/www.seven.io\/wp-content\/uploads\/2017\/07\/unterschrift-1.png\" class=\"attachment-full size-full\" alt=\"Your sms77 team\" loading=\"lazy\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p style=\"text-align: center;\"><em>Header picture by FreshSplash via iStock<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"In marketing in particular, the relevance of a text message is a key factor in its success. But what exactly does that mean? When is an SMS relevant and when is it not? In this article, we take a closer look at the individual factors that determine the relevance of an SMS. Table of Contents...","protected":false},"author":1,"featured_media":90275,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[403],"tags":[939,5422],"class_list":["post-90398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-mobiles-marketing-en","tag-sms-101-en"],"_links":{"self":[{"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/posts\/90398","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/comments?post=90398"}],"version-history":[{"count":27,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/posts\/90398\/revisions"}],"predecessor-version":[{"id":90428,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/posts\/90398\/revisions\/90428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/media\/90275"}],"wp:attachment":[{"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/media?parent=90398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/categories?post=90398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seven.io\/en\/wp-json\/wp\/v2\/tags?post=90398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}