SMS, push, and in-app messages reach people quickly — and annoy them quickly if misused. Permission and relevance are the strategy.
SMS marketing
- High open rates; best for time-sensitive alerts (OTPs, dispatch, flash offers)
- Keep copy short; include brand name and opt-out path
- Consent first: unsolicited promos damage trust and can violate local/telecom norms
- Frequency caps: SMS is not a daily newsletter channel
Push notifications
Require an installed app (or web push with permission):
- Re-engage with new content, abandoned actions, or account alerts
- Personalize by behavior; quiet hours matter
- Measure opt-in rate and clear/open rate; prune aggressive campaigns
App-based marketing
Inside the app you can run:
- In-app messages and stories
- Loyalty / points programs
- Upsells timed to usage milestones
ASO (app store optimization) — title, screenshots, reviews — matters if acquisition depends on store search.
Choosing the channel
| Need | Prefer |
|---|---|
| One-time alert to known numbers | SMS |
| Habitual product users | Push / in-app |
| SME without an app | WhatsApp Business + mobile web |
Nepal practice: WhatsApp often outperforms SMS for conversational sales, while SMS remains strong for OTPs and transactional alerts. Do not buy scraped phone lists — start from customers who opted in at checkout or in-store.
Case study: SMS for dispatch, WhatsApp for sales
A pharmacy delivery startup used SMS only for “rider is 10 minutes away” (transactional). Promotions moved to opt-in WhatsApp. Complaint volume dropped versus earlier promo SMS blasts bought from a broker list — a trust and compliance win.
