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Chapter 5:
Launch your first SMS campaign

 
 

Develop your copy

Before we dive in, let’s go over how you can write effective copy for your SMS messages:

  1. Be crystal clear.
    As we discussed in Chapter 3, your offer should be very specific. You should also be very crystal clear about your what customers should expect from you. Let them know what type of messages they'll be receiving and when. 
     
  2. Have a clear call to action.
    What should your customers be doing next? Make sure to have a clear call to action. Any ambiguity will ruin your chances of getting the results you want.
     
  3. Let them opt-out.
    Nothing is more frustrating than an SMS message with no opt-out. Let your customers unsubscribe when they choose to. They’ll be more willing to opt-in again knowing they can trust you.
     
  4. Send your messages at the right time.
    Timing is everything. Avoid sending messages on when they can't act on it. Send it when they’re best suited to take action. Of course, this entirely depends on your type of business.
     
  5. Identify yourself.
    The first thing they should know is who they’re getting the message from. Make sure to identify yourself as the SenderID or in the copy of the message.
     
  6. Use common language.
    If possible, avoid industry jargon or uncommon acronyms. Unless it’s something your customers would understand, use common language. 
     
  7. Provide value.
    If they’re willing to give out their phone numbers, make sure to return the favour with some really good offers. Give them something different each time to keep them interested and engaged.

Here are some examples to get you started:

Retail Example:

“Hi Don, 

We're having a 3hr flash sale starting now at: TapTh.is/spring-sale. PROMO CODE: SPRING16. 

Opt-out reply STOP”

Fitness Example:

“Freebie from Stay Fit.

Kent, we think you're amazing, so here's a gift: 1 Free Shredded Superman PT session. Show us this text to redeem.

Opt-out reply STOP”

Appointment Example: 

“XYZ Dental Appointment

Hi Mary, thanks for booking a dental hygiene appointment on September 22 at 1 pm. 

Please reply ‘yes’ to confirm.

Opt-out reply STOP”

If you're looking for more ideas, check out our SMS templates and SMS industry verticals.

How to send your first SMS campaign

Once, you're logged into your account, click the Send SMS tab.

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Choose a contact list from the drop down menu for To field.

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Next, click on Define a new Sender ID drop down list.

Select a shared number, your own mobile number, or your a dedicated virtual number (dedicated virtual numbers are purchasable at a monthly rate).

Do not use a landline number because your message will not be delivered.

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If you choose Business Name, type in your alphanumeric Sender ID. It can be a 11-digit number or a name. Keep in mind that names can't receive replies.

You also have the option to use your own mobile number or a shared virtual number. 

A shared number is easy to use but has some drawbacks. If you need a refresher, feel free to review Chapter 1.

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Once you've defined a Sender ID, start composing your SMS message.

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Keep in mind, one SMS message is 160 characters. Try not to go over this limit unintentionally. If you exceed 160, you will be charged for additional SMS messages for each recipient.

Your message must also have an opt-out, which is required by law and counts towards your 160 characters. We have a pre-built character counter inside our platform, and we also recommend using this SMS Character Counter tool for longer format messages.

Message concatenation markers:

SMS Character Limit
Number of SMS Character Count
1 160 characters
2 306 characters
3 459 characters
4 (max) 612 characters

You may also be interested in making your SMS messages more personalised. Basic options include the first and last names. Custom personalisations are also available.

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If you plan on driving traffic to your website, use the link feature. It automatically shortens your link and tracks click-through rates.

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Last but not least, take advantage of our scheduling tool to help you automate your campaigns and save time.

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Once you’ve completed playing around, hit next, review the cost of the campaign, and click on send.

If you have any questions, feel free to contact us. We're happy to help.
Happy sending!