Here is a neutral and interesting summary of the provided text in one paragraph: A personalized SMS marketing communication can make or break customer relationships, and using Twilio and Segment can help achieve this. By setting up a source in Segment and linking it to a Twilio phone number, developers can collect data from a website and send targeted messages to customers. With the help of custom code and event tracking, businesses can deliver timely and useful communications that turn customers into lifelong fans. The example demonstrates how to personalize an SMS message for an out-of-stock item on an e-commerce page, using Twilio Segment's platform to track events and deliver a coupon code via SMS.