Configuring SMS Messages

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Overview

After you’ve set up SMS messaging in your flows, you can start building out your SMS messages. This article will run through configuring SMS message content and some best practices for text messages.

Check out our guide to Getting Started with SMS for step-by-step instructions on how to start using SMS in your flows. 

Building Out Your SMS Message

All of your SMS messages should contain:

  • A clear indication of who the SMS is from
  • Relevant, short, value-adding content
  • Opt-out language
You cannot add images, gifs, or videos to your SMS messages, currently.

Let’s dive into each of these and build out an SMS message in Klaviyo along the way.

To start, you should either toggle on the Organization Prefix option within the SMS builder or indicate in your messaging who is sending the text. You don’t need a long, drawn-out message, but mention your brand within the first few words of your SMS to tell your recipients where the message is coming from.

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Next, you only have a matter of seconds to make an impression on your recipients, so keep your message short. SMS messages are limited to 160 text characters or 70 special characters.

That being said, in general, try to write in full sentences and don’t use abbreviations. While it may be tempting to use texting abbreviations to keep your text short, your abbreviations may not be apparent to the recipient and could make your brand appear unprofessional. If you have a very specific brand tone and a customer base that you feel confident will understand your abbreviations, it's fine to use them sparingly. 

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Lastly, include opt-out language in all of your messages. This ensures that you won’t receive spam complaints, potentially costing you fees. For more information about SMS and spam, head to our article on US SMS Compliance Laws.

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Best Practices

SMS messaging is a great point of contact with your customers, allowing you to remain at the front of their minds. When you’re configuring your message in Klaviyo, it’s important that you adhere to the following tips to get the most out of your SMS marketing.

Consent

First, you need to have the proper permission to text someone. Make sure you’ve obtained a customer’s phone number from a legal source (i.e., signup form, in-person event, opt-in on a checkout page). Klaviyo will never send an SMS to a profile that doesn’t have consent. For more information head to the article on How to Collect SMS Consent.

Frequency

It’s best practice to SMS message a recipient anywhere from two to six times a month. Like your emails, you’ll want to make sure that you stick to a regular schedule when sending out your SMS messages. Additionally, create a customer journey for someone who signs up for your welcome series or abandons a cart, and figure out how often you’re communicating with that person. You don’t want to communicate too little or too much with a customer. Anywhere between two and six messages a month is a good cadence to start.

Time of Day

As you send out your texts, you’ll want to send them during business hours. Most likely, sending an SMS too early in the morning or too late at night will lead to fewer conversions and more people unsubscribing from communication with you.

Content of Message

Next, when crafting your message, use personalization when you can. You can use profile and event information within your SMS messages, just as you would within an email. Head to this article on Template Tags and Variable Syntax to learn more.

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Additional Resources

 

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