Using SMS with ActiveCampaign to
Enhance Your Marketing 📲
Table of Contents
- Introduction
- Benefits of Using SMS with
ActiveCampaign
- How to Set Up SMS Marketing in
ActiveCampaign
- SMS Use Cases to Consider
- Segmenting Your SMS Contacts
- Creating Effective SMS Content
- Testing and Optimizing Your SMS
Campaigns
- Avoiding Spam Traps and
Opt-Outs
- Integrating SMS with Other
Marketing Channels
- Tips for Writing Powerful SMS
Messages
- Measuring Your SMS Marketing
ROI
- The Future of SMS
Marketing
- Conclusion
- FAQs
Introduction
SMS marketing represents an
extremely valuable channel for engaging customers in a direct, timely, and
relevant way. Integrating SMS capabilities into your ActiveCampaign workflow
can take your marketing campaigns to the next level. 🚀
There are so many possibilities that open up when SMS enters the picture!
With open rates exceeding 90% and
click-through rates consistently higher than email, SMS delivers proven
results. There's a reason why billions of SMS messages are sent each year. SMS
provides a personal and trusted communication channel right on the mobile
devices your customers already have glued to their sides 24/7.
Whether you want to send
promotions, drive conversions, schedule appointments, improve customer service,
or boost engagement, SMS can make it happen. This guide will explore the many potential
benefits of adding SMS to your ActiveCampaign marketing stack. We'll also
provide tips to help you successfully set up SMS, create compelling content,
maximize deliverability, integrate across channels, write high-impact copy,
track ROI, and more.
Let's dig in to how SMS can
enhance your overall marketing strategy! 😀
First off, what are some of the
key benefits you can expect from integrating SMS capabilities with
ActiveCampaign?
Delivering Timely, Relevant Messages
One of the biggest advantages of
SMS marketing is the ability to reach people right on their smartphones
instantly with timely, relevant content. Email inboxes can quickly get crowded,
with open rates declining. SMS cuts through the noise to deliver important
information when it's most useful.
For example, you could send
last-minute black Friday sale announcements, new product releases, shipping
confirmations, password reset notices, and other timely alerts that customers
need to know. The immediacy of SMS allows you to be part of relevant
conversations in the moment.
Driving More Conversions
Multiple studies have shown SMS
can drive higher conversion rates compared to other channels like email. SMS
delivers your message directly into the default messaging app people already
use daily. This helps call customers to action when they're most receptive.
You can use SMS to provide
coupons, promotoins, event reminders and other conversion-focused content. When
combined with email and other marketing channels, SMS becomes a powerful driver
of leads and sales.
Reaching Customers Anywhere, Anytime
One major advantage of SMS is it
enables you to reach customers anytime, anywhere - right on their mobile
devices. No wifi or data connection is needed - SMS uses basic cellular
networks to reach users.
That means you can connect with
customers when they're in transit, waiting in line, walking the dog, or going
about their day. SMS fits conveniently into consumers' on-the-go lifestyles.
You can engage users even when they have limited ability to take actions.
Improving Customer Service
SMS also provides an avenue to
improve your customer service strategy. With SMS, you can set up rapid
automated conversations using chatbots. Or agents can handle customer queries,
complaints and issues quickly over SMS.
You can also send appointment
reminders, shipping confirmations, and other service-related notifications via
SMS. Studies show fast service issue resolution over text can improve customer
satisfaction.
Sending Appointment Reminders
Speaking of reminders - SMS
represents an excellent way to send appointment, class, event or meeting
reminders. Tools like ActiveCampaign make it easy to set up automated SMS
reminder workflows.
Why are reminders important? Up
to 80 percent of doctor's appointments are cancelled or rescheduled each year.
Appointment reminders can reduce cancellations by over 40 percent. Reminders
build trust and reduce friction.
Engaging Mobile Users
Here are some staggering stats -
there are 5.27 billion unique mobile users worldwide. Mobile usage now exceeds
desktop. Over 75% of internet users access the web via mobile.
SMS allows you to engage this
mobile-centric audience in the medium they always have access to. With
smartphone dependence rising, SMS adoption will only grow. Mobile is the future
- and SMS is the best way to connect.
Breaking Through The Noise
Another major benefit of SMS
marketing is it enables you to cut through the digital noise. Email inboxes are
beyond crowded, with the average office worker getting 121 emails per day.
Social media feeds are overwhelming.
SMS stands out by delivering your
message directly to the messaging inbox consumers already check constantly.
Over 98% of texts are opened, often within minutes. You'll see fast engagement
vs other channels.
As you can see, integrating SMS
as part of your ActiveCampaign marketing stack offers a variety of benefits,
from driving conversions to improving CX and everything in between. With
strategic use, SMS can become an invaluable communication channel.
Now let's explore the nuts and
bolts of setting up SMS marketing within ActiveCampaign. We'll outline the key
steps involved in getting started.
How to Set Up SMS Marketing in
ActiveCampaign
Looking to add SMS capabilities
into your ActiveCampaign workflow? Here is an overview of the process:
1. Select an SMS Provider
First, you'll want to select an
SMS service provider. Companies like Twilio, MessageBird, Route Mobile and
others allow you to lease a virtual mobile number to use for sending and
receiving texts.
Make sure to choose an SMS
provider that integrates easily with ActiveCampaign. Most major companies offer
plugins, APIs, or connectors to link up with leading marketing CRMs and
automation platforms.
Consider costs, reliability,
features and other factors when selecting your SMS service. Having a dedicated
SMS short code can further boost perceived legitimacy.
2. Integrate the Provider with
ActiveCampaign
Once you've chosen an SMS
provider, it's time to integrate it with ActiveCampaign. Most SMS companies
provide instructions for connecting your account via their ActiveCampaign
plugin or API credentials.
This will link up your virtual
mobile number with your ActiveCampaign platform. Now you'll be able to view SMS
analytics, manage contacts, create workflows and more all within your
ActiveCampaign dashboard.
3. Set Up Keywords and Short Codes
Now it's time to set up any
keywords or short codes. These allow customers to engage by texting a specific
word or phrase to your SMS number in response to a call-to-action.
For example, you may want
subscribers to text "JOIN" to subscribe to your SMS list. Or text
"HELP" to trigger an automated support sequence. Keywords streamline
engagement.
4. Import Contacts
Chances are you already have
segmented contact lists in ActiveCampaign through your email marketing
initiatives. Leverage these by importing the SMS-worthy segments into your new
SMS workflows.
This ensures you can sync these
contacts seamlessly across email, SMS and other channels you market on.
Identify which existing segments will benefit most from SMS communication.
5. Create Campaigns and Automations
Here comes the fun part -
actually designing engaging SMS content and setting up smart automations! The
SMS composer in ActiveCampaign makes it fast and easy.
Drag-and-drop workflow builders,
along with pre-built templates and examples, enable you to create targeted SMS
campaigns that integrate seamlessly with your email, social and other efforts.
And that's an overview of how to
get SMS capabilities up and running within the ActiveCampaign ecosystem! With
these core steps completed, an exciting new channel opens up.
SMS Use Cases to Consider
Now that you understand the
basics of setting up SMS marketing, what are some potential uses cases to
explore? Here are some ideas to inspire you:
Promotions and Offers
SMS represents an extremely
effective medium for sending promotions, coupons, discounts and other marketing
offers directly to customers' phones. You can drive traffic to physical or
online stores.
For example, a clothing retailer
could text out a 25% off coupon for that weekend only. Or a SaaS company could
offer a free trial or discounted first month for new sign-ups via text link.
Flash sales, holiday discounts
and other limited-time promotions take on added urgency when delivered directly
via SMS. You'll see higher redemption and conversion vs email or other
channels.
Lead Generation
Another popular SMS use case is
lead generation. For example, you can capture leads via website popups that
prompt visitors to text a keyword to your SMS number to gain access to gated
content.
Once they text the keyword, the
lead is automatically captured for future nurturing. You can also use SMS as
part of a multi-channel follow-up sequence to re-engage prospects who
previously expressed interest.
Appointment Reminders
As touched on earlier,
appointment reminder automation is a highly valuable application of SMS
technology. Tools like ActiveCampaign make it easy to set up tailored SMS
appointment reminders.
For example, a dentist's office
could automatically text patients 24 hours before their scheduled cleaning to
confirm the time, date and location. This reduces cancellations.
Alerts and Notifications
SMS is also great for sending
urgent alerts or timely notifications that customers need to know. For example,
a food delivery app could text when an order is picked up or delivered.
Other alerts might include
shipping confirmations, password reset notices, low inventory warnings, sudden
changes in scheduling or pricing, and more.
Customer Surveys
Here's an interesting use case -
leveraging SMS for customer surveys and quick feedback. Brands could text short
1-5 question surveys to customers immediately after a purchase.
The immediacy of SMS makes it
more likely to get quick responses vs email surveys. Plus you can have
branching logic based on responses - like following up on dissatisfied
experience reports.
Chatbots
Many brands are now leveraging
chatbots to provide 24/7 automated support, recommendations and conversations
over SMS. Chatbots provide an instant connection.
Using natural language processing
and machine learning, SMS chatbots can handle common questions, take orders,
provide account information and more down entirely over text.
Live Events
For conferences, sporting events,
concerts and other live happenings, SMS enables creative attendee engagement
opportunities.
From speaker Q&As to
real-time polls and quizzes, event organizers can drive interaction via SMS.
Attendees simply text a shortcode to participate right from their seats.
Peel and Win Promos
For restaurants, gas stations and
other brick-and-mortar businesses, SMS "peel and win" campaigns help
drive foot traffic. Customers peel off labels to reveal prizes, codes etc.
Once peeled, the label instructs
the customer to text a keyword to your SMS number to claim their prize or
unlock discounts. This builds engagement with minimal friction.
Interactive Contests
Similarly, you can run polls,
votes, bracket contests and other participatory competitions via SMS. Fans text
customized shortcodes to cast votes or enter submissions.
The ensures widespread access -
not everyone has a smartphone capable of scanning QR codes or accessing web
forms. SMS provides universal interaction.
As you can see, the possibilities
are truly endless when integrating SMS into your ActiveCampaign automations and
workflows. Get creative, and identify use cases tailored to your audience,
industry and goals.
Segmenting Your SMS Contacts
Now we come to the topic of
database segmentation. Like email, your SMS contacts can be divided into
subsets using ActiveCampaign's extensive filtering tools. Let's explore various
ways to approach SMS contact segmentation.
Geographical Segmentation
One obvious but important SMS
segmentation tactic is by geographical location. Some geo-data you may want to
divide contacts by includes:
- City or Metropolitan Area -
Target locals with events, stores etc. in their city.
- State/Province - Engage customers
domestically by state or province.
- Country - Appropriate for
global brands targeting by country.
- Zip or Postal Code - Granular
neighborhood/district-level segmentation.
Geo-targeting allows contextual
localization. Send Florida residents hurricane alerts. Notify Chicagoans of
sports game discounts. You get the idea.
Demographic Segmentation
Slice your SMS list based on
demographic factors like:
- Age - Create groups like
millennials, Gen Zers, baby boomers etc.
- Gender - Craft messaging tailored
specifically for men or women.
- Income - Send high-income
earners luxury offers. Give thrifty folks coupon codes.
- Education Level - Adjust
language based on masters degree vs. high school education.
- Occupation or Industry -
Teachers may appreciate different content than construction workers.
- Parental Status - Cater to busy
parents vs. free-wheeling non-parents.
Demographic segmentation improves
personalization based on social factors. Just be careful not to discriminate.
Behavioral and Psychographic
Segmentation
For deeper personalization,
differentiate contacts by behavioral and psychographic data like:
- Interests - Group birdwatching
enthusiasts vs. golf lovers for niche content.
- Lifestyle - Target urban
hipsters differently than rural retirees.
- Values - Traditionalists have
different motivators than modern activists.
- Purchase History - Identify big
spenders vs. discount shoppers.
- Channel Preferences - Some
prefer SMS vs. email vs. social.
- Website Activity - Segment
engaged visitors from bounce-heavy triers.
Really dig into who customers are
and what makes them tick for maximum relevance.
Customer Journey Stage Segmentation
Dividing your SMS list based on
where contacts are in their journey is crucial:
- Recent Leads - Follow up fast
via SMS on new sign-ups.
- Long-term Subscribers - Send
VIP offers to loyalists.
- Lapsed Customers - Re-engage
disengaged contacts.
- Prospects - Nurture cold leads
via personalized SMS streams.
- Current Customers - Upsell or
cross-sell higher-tier customers.
Matching messaging to journey
stage keeps SMS targeted and effective.
As you can see, leveraging
ActiveCampaign's segmentation capabilities allows you to divide your SMS
contacts in every way possible. Take advantage to inject personalization and
improve results.
Creating Effective SMS Content
Now we come to the topic of
crafting engaging content for your SMS campaigns. This is just as important as
how you segment contacts. Here are some tips for creating SMS messages that
deliver results:
Get to the Point Fast
With limited space (just 160
characters), you need to get right to the point with SMS content. Be concise
and direct. Don't beat around the bush. Deliver your key message clearly.
Speak Conversationally
SMS is not the place for formal,
corporate-sounding copy. Instead, adopt a casual, conversational tone. Use
natural phrasing people would use chatting with friends. Avoid overly salesy
language.
Personalize the Message
Leverage merge tags to include
first names, locations, past purchases and other details. This level of
personalization makes SMS copy feel 1:1.
Offer Clear Value
Articulate what's in it for the
recipient. Focus on compelling benefits vs. generic features. Communicate
concrete value the reader gains.
Add Countdown Timers or Expiration
Notices
If applicable, inject urgency by
noting an offer expires in X hours or X days. The looming expiration compels
fast action.
Use Emojis and Symbols Thoughtfully
Emojis help convey tone and
excitement, but don't overdo it. Pick ones thematically relevant vs random
emojis. Ensure they render across devices.
Include Clear Calls-to-Action
Tell subscribers clearly what you
want them to do - click a link, download an app, call a number, visit a store
etc. Concise CTAs reduce friction.
Test Different Timing
Pay attention to when messages
are sent. Try various days and times to determine optimal delivery times for
maximum engagement.
Promote Exclusivity
Framing an SMS offer as exclusive
or for subscribers only increases its perceived value and urgency to take
advantage before it's gone.
These tips will help you craft
SMS content that breaks through the noise to generate results. Write copy that
compels responses.
Testing and Optimizing Your SMS
Campaigns
It’s essential to continually
test and optimize your SMS approach over time. Here are some strategies to
improve SMS effectiveness:
A/B Test Your Content
Try different offers, promotions,
copy tones, emoji usage etc. and A/B test content variants against each other.
This reveals what resonates best with your subscribers.
For example, you could test
"$10 off" vs. "10% off" to see which drives more
conversions. Or test including emojis vs. text-only. The key is isolating
specific variables.
Experiment with Different Timing
As mentioned in the content
section, test sending messages at different days of the week and times of day.
See if mornings, afternoons or evenings perform best.
Early afternoon or early evenings
tend to see higher engagement. But this varies by audience, so testing is key.
Track open and click rates.
Monitor Analytics Closely
Pay close attention to opens,
click-through rates, unsubscribes and other SMS analytics. Identify your most
successful messages. Double down on what works.
See which subscriber segments are
engaging most. Use this to further refine your contact targeting to maximize
results.
Send Quick Polls and Surveys
Send occasional 1-3 question
polls via SMS to gather helpful feedback. Ask about preferences, interests,
features they’d like etc. Use this intel to shape future messaging.
Tweak and Refine Campaigns
Based on learnings, continuously
refine your workflows. Improve contact targeting, content, timing, promotions,
segment usage etc. to boost KPIs. Don’t just set it and forget it.
Automate for Consistency
Leverage automation rules to
schedule SMS workflows consistently and hands-off. For example, set up
reminders X days before appointments or shipments.
Ongoing testing and optimization
will help your SMS strategy evolve and improve over time as you learn more
about subscriber behaviors.
Avoiding Spam Traps and Maintaining
Deliverability
With SMS marketing, it’s crucial
to avoid spam filtering and deliverability issues. Here are some tips:
Only Text Opted-In Contacts
Never purchase random phone lists
or text people who didn’t consent. Only message recipients who explicitly opted
in to receive your SMS outreach. This helps build trust and engagement.
Offer Clear Opt-Out
In every SMS message, include
clear opt-out instructions like "Reply STOP to opt out." Make
unsubscribing easy to maintain subscriber satisfaction.
Limit Message Frequency
Avoid bombarding contacts with
constant SMS broadcasts. Send only timely, relevant information and spread
messages out appropriately. Over-texting leads to opt-outs.
Review Blocked Numbers
Check your SMS account for
blocked numbers indicative of disengaged users. Remove hard bounces from your
contact lists to optimize deliverability.
Monitor Complaints
Keep an eye on spam complaints
and abuse reports. If certain numbers trigger issues repeatedly, remove them to
avoid jeopardizing your sender reputation.
Stay Updated on Regulations
Follow TCPA and other laws
regarding SMS communications. Get informed consent, provide opt-out mechanisms,
and comply with all federal regulations.
With smart send practices, you
can maintain stellar SMS deliverability while respecting recipient preferences
and building lasting relationships.
Integrating SMS Across Your
Marketing Channels
While SMS on its own delivers
results, combining it with other channels amplifies outcomes further. Here’s
how to integrate SMS into a seamless multi-channel approach:
Email
Promote SMS opt-ins in your email
footers. Send emails urging contacts to text keywords to shortcodes to unlock
gated content. Sync your email and SMS contact lists.
Social Media
Run social ads with SMS opt-in
messaging. Promote SMS enrollment opportunities across your social feeds. Share
SMS-exclusive flash deals on social to drive FOMO.
Web Push Notifications
Offer SMS opt-in via website
prompts for visitors who consent to web push notifications. Then follow up
across both channels.
Direct Mail
On any print mailings, catalogs,
flyers etc., add a callout for recipients to text a keyword to your SMS number to
win prizes, receive discounts, or learn more.
TV/Radio/Streaming Ads
In your video and audio ads,
encourage audiences to text a shortcode for more information, discounts, or to
enter a contest.
Display & Paid Ads
Add SMS opt-in messaging in
display ads, paid social ads, YouTube video ads, banners etc. Retarget visitors
with SMS reminders.
In-Store Signage
Use prominently placed in-store
signage to drive SMS opt-ins. Educate patrons on texting offers or joining
loyalty programs via SMS.
With strategic integration across
channels, you can influence customers at every touchpoint and position SMS as a
natural extension of your brand experience.
Crafting High-Impact SMS Copy
Writing compelling SMS copy is an
art unto itself. Here are proven copywriting tips for high-performing messages:
Identify the Reader
Get very specific on who your
target audience is. Define their demographics, psychographics, behaviors and
motivations. Tailor copy directly to them.
Speak to Their Needs
Ensure the offer or content
directly ties to their interests, concerns and priorities. Align messaging with
what matters most to them.
Communicate Concrete Benefits
Articulate the exact benefits
readers get - savings, convenience, entertainment etc. Don’t just state
features, emphasize the “what’s in it for me?” value.
Use Emotional Triggers
Spark emotions like excitement,
fear of missing out, urgency etc. Emotions often override logic in driving
actions, so focus copy on feelings.
Keep It Conversational
Adopt a casual, friendly tone.
Avoid overly salesy or formal language. Write like you're texting a friend
one-on-one.
Focus on Clarity
Get straight to the point. Be
crystal clear on the exact action you want recipients to take. Remove any
potential confusion or ambiguity.
Highlight Exclusivity
Framing offers as exclusive,
limited-time or privileged makes them seem more desirable. Exclusivity builds
demand.
Speak Their Language
Mirror the vocabulary, idioms,
humor and cultural references your audience uses. This makes your messaging
feel authentic vs canned.
Powerful SMS copy comes down to
truly knowing your subscribers and directly speaking their language. Keep these
proven copywriting principles in mind as you compose high-impact messages.
Tracking SMS Marketing ROI
To gauge effectiveness, it’s
critical to monitor key SMS marketing metrics. Key indicators to watch:
Delivery Rates
Percentage of total messages
successfully sent. Industry standard is 90%+. Anything below 85% warrants
investigation.
Open Rates
Percentage of recipients who open
the SMS message. Benchmark: 20%+. Declining open rates may signal content
issues.
Click-Through Rates
Percentage of users who click
links within SMS messages. Goal: 2-5% is good. Falling CTRs suggest poorer
call-to-action resonance.
Bounce Rates
Percentage of undelivered texts
due to invalid numbers, opt-outs etc. Watch for sudden bounce spikes that may
indicate deliverability issues.
Unsubscribe Rates
Percentage of recipients opting
out of future messages. Below 2% is ideal, under 5% is acceptable. Higher
opt-outs indicate problems.
Engagement Time
Average time spent engaging with
the SMS content. This indicates message relevance. Look for 2+ minutes.
Conversions
Sales, sign-ups, downloads or
other goals generated from SMS initiatives. Track by campaign and optimize
accordingly.
Analyze these key indicators over
time to gauge campaign health, identify issues, and continually refine your
approach to maximize measurable ROI.
The Future of SMS Marketing
While already an impactful
medium, innovations on the horizon will only expand SMS marketing capabilities:
AI Integrations
More brands will leverage AI,
predictive analytics and machine learning to deliver individually tailored,
hyper-relevant SMS content through automation.
Rich Media
While MMS capabilities are
limited now, multimedia SMS will eventually become more sophisticated and
adopted - enabling images, gifs, video etc.
Location-Based Targeting
Geo-fencing and proximity-based
SMS messaging will grow. Brands will engage users with contextually relevant
texts based on their real-time location.
Personalized Conversations
SMS interactions will become more
conversational and two-way between brands and consumers. Interactivity via
intelligent chatbots will expand.
Integrated Experiences
More immersive SMS integrations
will emerge for live events, retail, connected devices and other experiential
environments.
Blockchain Security
Blockchain, encryption and
authentication solutions will help secure SMS from scammers while still enabling
valid brand communication.
The future is bright for SMS
marketing. Now is the time to begin leveraging this high-impact mobile
engagement channel!
Conclusion
In summary, integrating SMS
capabilities into your ActiveCampaign marketing stack unlocks game-changing
opportunities to engage customers directly. SMS delivers unparalleled open and
response rates no other channel can match.
This guide provided a
comprehensive overview of SMS strategies, walking through how to set up SMS
within ActiveCampaign, compelling use cases, segmentation approaches, content
creation tips, optimization best practices and more.
By combining SMS with email,
social media, web and other touchpoints - wrapped into cohesive automations -
you can influence customers across channels and position your brand as a
preferred source of information.
The time is now to capitalize on
SMS marketing. Consumers are mobile-first - meet them where they already are.
With strategic execution, SMS can become an invaluable component of your marketing
arsenal.
FAQs
How much does it typically cost to
get started with SMS marketing?
It varies based on message
volume, but costs often range from $25-50 per month for basic plans up to
several hundred dollars monthly for high-volume SMS senders. Many tools offer
tiered plans.
What are some examples of highly
effective SMS campaign strategies?
Top-performing SMS tactics
include limited-time discounts and coupons, shipping and order notifications,
"Text to Join" lead gen, appointment reminders, interactive polls,
and more.
How quickly do most consumers engage
with marketing-related SMS messages?
Unlike email, SMS messages tend
to get opened and engaged with very rapidly - usually within 3 minutes or less
after delivered. This is due to mobile's always-within-reach nature.
How can customers opt out of future
SMS marketing messages?
By simply replying with
"STOP" or the opt-out keyword specified in the message, customers can
immediately remove themselves from future SMS broadcasts based on TCPA rules.
Is there a limit on the number of
characters or messages per SMS?
Standard SMS maxes out at 160
characters. However, most SMS providers will automatically chain longer
messages into multiple parts while still counting as one SMS.
What are some tips for writing
effective SMS copy?
Writing concisely,
conversationally, clearly stating value, personalizing messages, using urgency
triggers, and including a solid CTA all help craft SMS copy that compels
engagement.
How does SMS deliverability compare
to email?
With near-ubiquitous usage of
mobile messaging, SMS sees significantly higher reach and deliverability vs
email. Over 98% of texts sent are successfully received by valid users.
Can SMS messaging be used to engage
international audiences?
SMS capabilities are generally
limited to the country associated with your phone number. Certain providers
offer international SMS, but costs are extremely high.
How quickly are most SMS messages
actually delivered to recipients' phones?
The major mobile carriers deliver
90%+ of SMS messages within 10 seconds or less. Latency is minimal except in
rare cases of network congestion or outages.
Are there any laws governing SMS
marketing like with email?
Yes, the TCPA outlines compliance
requirements like honoring opt-out requests. Stay up-to-date on all federal
regulations to ensure your SMS approach meets standards.
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