SMS messaging can be used in conjunction with other methods, with the two-way approach being the most effective strategy to increase customer engagement. Understanding Two-Way SMS MarketingTwo-way text messaging is essentially this: your traditional SMS marketing campaign turned into a conversation offering an opportunity to build relationships with customers. Unlike traditional one-way messaging, where companies simply tell, rather than engage, two-way SMS is designed to create interaction. How Companies Use Two-Way SMS MessagingCompanies have a range of ways in which they use two-way SMS messaging to improve relationships with consumers:Making Customer Support Instant and PersonalMost of us absolutely dread even attempting to get in touch with customer support. IKEA has performed very well with the two-way SMS strategy, improving click-throughs by 35%, increasing order value by 15%, and cutting abandonment by 20%.