Setting up an SMS 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.

Note: If you don’t already have the feature enabled you’ll need to contact your customer success manager before getting started to discuss your contract and the ability to send SMS.

Before you begin

Ensure you've reviewed the SMS automation campaigns overview and completed the steps outlined there.

Create an automation campaign as usual.

Note: It’s important to set a specified time/day for your SMS to send. This is to avoid contacts receiving text messages in the middle of the night, or at unsocial hours.

We recommend selecting every day of the week, and then choosing a specific time, e.g. 10am:

When setting up your actions and conditions, select Send SMS on the green Action node:

Enter your message into the blank field:

SMS content limits

Character limit - 1600
SMS limit - 10

These limits include any URLs and personalisation merge tags in the message.

Select personalisation options from the drop down:

Contact’s first name (e.g. John)
Contact’s full name (e.g. John Smith)
Contact’s last name (e.g. Smith)

The preview message displays on the right as you type.

Link to unsubscribe is selected by default.

If you are using a STOP text for opt outs, uncheck this field and enter you stop word.

Note: Ometria uses Jinja conditions for personalisation fallbacks - i.e. if you use {{ profile.name }} and no profile name is found. See: Jinja fallback conditions.

To shorten your links, we recommend a personalised URL shortening service.

If you aren’t using an opt-out link, select Text STOP to unsubscribe.

Use the Send test field to send yourself a test SMS - you can monitor your SMS test sends in the Campaign KPIs graph in Campaign performance.

Note: Your test number should also follow the E.164 format.

Once you’re happy with your preview, select Save on the Send SMS node and continue setting up your flow.

Testing mode works the same way as for all automation campaigns.

Enter contacts ignoring email optin

To ensure that contacts who are not subscribed to email marketing, but might be subscribed to SMS marketing are included in your campaign, select the campaign settings cog and check the Enter contacts ignoring email optin checkbox:

Screenshot 2021-11-23 at 09.16.27.png

See: Ignore email opt-in for automation campaigns

Contacts without SMS preferences

If a contact isn’t opted in to receive SMS marketing from you, they will drop out of the campaign flow after the Send SMS node without receiving an SMS from you.

Tip: With this in mind, if you’re creating a campaign with both email and SMS, it’s best practice to have your Send SMS node at the end of the flow.

Campaign triggers

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.

Tracking and reporting on SMS campaigns

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 the number of ‘sent’ messages from Twilio, who also manage the suppression list (which includes opt-outs via STOP keywords, bounces and undeliverable numbers).

You can see the total number of SMS sent for each campaign in the Campaign KPIs graph in Campaign performance.

Use cases

Win-back ‘at risk’ campaign

This campaign sends SMS to any contacts that are at risk of lapsing and have not engaged with previous email campaigns.

Click here to learn more about email engagement bands in Ometria.

Trigger: The contact’s last order was placed

Wait: 180 days

Segments > Actions:

Email unengaged: Customer email engagement band (which is one of) low, no engagement = Send SMS
Repeat: Customer has made number of orders (less than) 2 = Send email
One time customer: Customer has made number of orders (equal to) 1 = Send email

Exit condition: Has placed an order

Win-back ‘lapsed’ campaign

This campaign sends SMS to any contacts that have already lapsed and have not engaged with previous email campaigns.

Click here to learn more about email engagement bands in Ometria.

Trigger: The contact’s last order was placed

Wait: 365 days

Segments > Actions:

Email unengaged: Customer email engagement band (which is one of) low, no engagement = Send SMS
Repeat: Customer has made number of orders (less than) 2 = Send email
One time customer: Customer has made number of orders (equal to) 1 = Send email

Exit condition: Has placed an order

VIP welcome campaign

This campaign sends SMS to any contacts that have spent over 1000 total on orders, but have low engagement with your previous email campaigns.

Click here to learn more about email engagement bands in Ometria.

Note: You can adapt this campaign based on your own conditions for a VIP customer - this is just an example.

Trigger: The contact has placed an order

Wait: None

Segments > Actions:

Email unengaged: Customer email engagement band (which is) low AND has a customer lifetime value (CLV) of (greater than) 1000 = Send SMS
Repeat: Customer has made number of orders (greater than) 1 AND has a customer lifetime value (CLV) of (greater than) 1000 = Send email

Exit condition: None

Before you begin