"So, giving them that flexibility, while it might sound counterintuitive to make it really easy for them to cancel or be able to pause the shipment, data actually shows that it increases the lifetime value by twenty to thirty percent of that customer"
Email and SMS marketing are powerful tools for brands to get to know their customers. SMS, particularly, has blown up in the past few years with more tools that help implement your SMS marketing strategy.
But most brands fail to leverage SMS as they think of it as a separate strategy. Their email marketing also fails to produce enough returns because it lacks a focus on personalization.
In episode 87 of the Customers Who Click podcast, I had a fantastic interview with Drew Himel about how to supplement your email marketing strategy with SMS marketing, how to personalize your email marketing strategy, and how to make conversion rate optimization (CRO) efforts more profitable. 
Drew Himel is the Founder and CEO of PCR,  a digital strategy and consulting firm helping consumer brands scale and grow through conversion rate optimization (CRO). His agency has worked with early-stage startups like Dosist, MUD/WTR, and Vive Organic and helped the Los Angeles Chargers launch in LA. He is an active investor and advisor, having worked with SpaceX, Calm, and Seed.
You can talk to Drew on LinkedIn about conversion rate optimization or talk to his agency about your growth at ConsultPCR.com.