Campaign drift in business texting

SMS Marketing is a powerful tool with broad reach and high open rates, but it can suffer from "campaign drift" when numbers registered for one use case are used for unrelated content. This not only annoys customers but also causes brand damage, additional expenses, and compliance issues. Campaign drift happens when a number's original purpose is changed without proper registration. To avoid campaign drift, brands should be clear about their original campaign intent, practice Know Your Customer protocols, consider separate campaigns for different use cases, and familiarize themselves with business texting compliance rules from organizations like the CTIA and FCC.

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