Mobile Musings: Watch and Wait or Take Immediate Action?

Here's an example of being relevant: On New Year's Day, Famous Footwear sent a text message to its opt-in list that said, "Happy New Year! Check out these popular resolutions paired with the perfect shoes to set them in motion." The message included a link to a mobile-friendly blog post that showed slippers paired with a resolution to reduce stress, athletic shoes with a resolution to become fit and sandals with a resolution to travel more. That's a smart and relevant campaign.