SMS automation campaigns overview

This feature allows you to send SMS (text messages) in Ometria as part of an automation campaign.

SMS in Ometria is enabled through our partnership with Twilio - you will need an account with Twilio in order to use Send SMS. 

You can use the Send SMS feature with any of the other functionality available in the automation campaign builder, including split tests, triggers, adding contacts to static lists, etc.

Automated SMS are great for welcome campaigns, win-back campaigns, sending personalised messages to VIPs, etc.

Getting started with SMS

To begin, follow the steps below:

1. Prepare your contacts database - collecting phone numbers and marketing preferences.
2. Create a Twilio account and integrate with your Ometria account
3. Manage your SMS marketing preferences
4. Set up an automation campaign

See also:

• Sending SMS from a brand name with Twilio
• Choose the right SMS partner with Ometria

Frequently asked questions

What triggers are available to use with SMS campaigns?

All triggers can be used to enter contacts into an SMS campaign. 

However, you can’t use data from Ometria’s automation campaign triggers in your SMS automation campaigns, e.g. browsed products.

Which opt-out should I use?

We recommend including a link to unsubscribe from SMS marketing in every SMS you send.

You can do this by selecting the opt out link option in the campaign builder.  

You can also choose to use opt-out key words (e.g. STOP), but only if you are using long code (i.e. phone number) to send from, instead of an alphanumeric sender ID.

Be aware that Ometria does not automatically sync unsubscriptions sent to Twilio via opt out keywords, and if you’re using this method then you must update Ometria with changes to your contacts’ opt-in statuses via CSV file.

See: Managing SMS marketing preferences 

How do I report on SMS?

To track the revenue and conversion of your SMS campaigns, you’ll need to create a URL with UTM parameters so that you can report within Google Analytics. This can be shortened through an external link shortening service.

You can get reports on SMS sent, delivered and responses from Twilio, who also manage the suppression list (which includes opt-outs via STOP keywords, bounces and undeliverable numbers).