This week’s episode of the Zero to a Million Podcast with Zach Rego features Ryan Smith, Head of Partnerships at Emotive. The recent privacy updates to iOS14 meant that brands and marketers needed more intuitive ways to know what customers really want.

This has led to the rise of SMS as the prime channel to engage with customers on a human-to-human level. Ryan provides suggestions of how brands can produce SMS lists but stresses that there is a need to be careful as blasting out one-way promos is simply outdated and can even ruin your brand image.

With the upcoming changes to iOS15, even email data will be harder to track. Moving forward, brands need even better ways to capture data which necessitates even more genuine interaction with customers, such as gaining opt-in to SMS updates.