Power to the people! That’s what one recent study found when researchers from George Washington University discovered that mothers who received health and motherhood tips by SMS text message were nearly three times more confident that they were prepared to be new mothers.

The lead author of the study, W. Douglas Evans, said, "This first-of-a-kind study suggests that mobile phone technology can be used to motivate pregnant women to establish the habits they need to stay healthy and raise a healthy child."

This is yet another reminder of just how powerful a simple communication channel like mobile texting can be. Direct, immediate, and trusted, text messaging offers organizations and businesses a highly effective way to reach audiences.

If texting is a great channel, the key to success, then, lies in frequency and relevancy. How often should you send messages? And what kind of content does your audience want or need? Two important questions only you can answer.