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Webinar

Connect and Convert with SMS

Campaign Monitor SMS is here! But, why should you care?

  • Email & SMS are the top two preferred channels for receiving brand updates
  • 95% of text messages are read and responded to within three minutes of receipt
  • 98%: average open rate of an SMS

If you think these stats are compelling (and who wouldn’t!), then check out a replay of our special SMS launch event – Connect & Convert with SMS, where we show you how easy it is to add SMS to your marketing mix.

What we cover:

  • How to combine SMS with your email marketing strategy
  • Best practices for how to capture phone numbers
  • Tips for crafting an impactful message
  • Plus, we’ll show you how easy it is to send an SMS campaign with Campaign Monitor.
Duration: 40 minutes
Get access today.

Connect and Convert with SMS

Overview
Transcript

Campaign Monitor SMS is here! But, why should you care?

  • Email & SMS are the top two preferred channels for receiving brand updates
  • 95% of text messages are read and responded to within three minutes of receipt
  • 98%: average open rate of an SMS

If you think these stats are compelling (and who wouldn’t!), then check out a replay of our special SMS launch event – Connect & Convert with SMS, where we show you how easy it is to add SMS to your marketing mix.

What we cover:

  • How to combine SMS with your email marketing strategy
  • Best practices for how to capture phone numbers
  • Tips for crafting an impactful message
  • Plus, we’ll show you how easy it is to send an SMS campaign with Campaign Monitor.

Kalyn: Hello, everyone, thank you so much for joining us for our Campaign Monitor SMS launch event, “Connect & Convert with SMS.” We’re so excited to have you here. I am Kalyn New. I’m the Senior Director of Product Marketing here at Campaign Monitor. I’m actually located in Sydney, Australia, not that you would know it from my American-Wisconsin accent. But I’ve been with CM for about four years. And I’ve just loved helping our customers use email to engage with their audiences. And I’m so excited that we now have this other channel SMS to kind of expand what our customers are already doing with email and further connect with their audience. And I am joined today with Nelly. Nelly, do you want to introduce yourself?

Nelly: Yes, thank you, Kalyn. I’m Nelly Jacobo. I’m the Vice President of Product Management for Campaign Monitor, and I’m located in San Diego, California. So, where it’s always sunny. And I’m really thrilled to bring you SMS. Tapping into SMS brings you the opportunity to meet your customers where they are, where they’re spending most of their digital time. And we all know consumers are hungry for convenience, and SMS is the fastest and most logical next step for you to interact with your consumers. And really, it’s one of the reasons that I’ve been so passionate about building this capability, and I’m so excited about it. So thank you so much for spending this hour with Kalyn and me.

Kalyn: That’s awesome. Let’s get started. Well, before we get started, housekeeping, just to get this out of the way. So, everyone always asks, yes, the webinar will be recorded, and we will share it with you afterward, so look out for it in your inbox to either watch again or share with your colleagues. If you do have any questions, just enter them in the chat on the right-hand side. We will answer some of them live at the end of the recording. And we do have some people in the background that will be answering questions sort of throughout as well. Next to the chat, you’ll see a button for polls. So please answer the poll just so we can kind of get a feel for who we have in the audience today and what your experience with SMS has been so far. If you would rather focus on the conversation, you can minimize the whole panel by clicking on the icon with the straight line and the small arrow adjacent to this viewing window. If you do need to adjust volume at any time, you can do it in the settings on the bottom left or just locally on your computer. And lastly, if we do suddenly freeze for whatever reason, just refresh your browser and you should just be able to jump right back in.

So with that, what we’re going to be covering today. Nelly is going to take you through sort of why you should care about SMS, what we’re seeing in market, and what our competitors are up to, and then how to combine SMS with your existing email marketing strategy and kind of have them be stronger together. I will take you through some SMS and best practices and some tips for crafting an impactful message. And then we will go through sort of the solution that we built for Campaign Monitor, specifically, and take you through a demo so you can see it in action. And then we’ll have some time for Q&A at the end as well. So, Nelly, over to you to kick us off.

Nelly: Fantastic. So, let’s get started. So, I’m going to start with customer trends here. And consumer sentiment and interest around receiving text messages from brands has dramatically increased over the last few years. And according to Attentive’s 2021 “SMS Marketing Consumer Trends” report, ninety-one percent of customers say that they’re interested in signing up for SMS from a brand. So that’s awesome, right? It’s really the perfect time to take advantage of that momentum. Okay. And so, these are really interesting too. SMS engagement metrics of both email and SMS are the two top preferred channels for receiving brand updates. You’re probably well aware of that. But it’s interesting how much SMS has jumped, and then it’s very compelling too. Ninety-five percent of text messages are read and responded to within three minutes of receipt. Yeah. Three minutes.

Kalyn: That’s powerful.

Nelly: Oh, yeah. SMS has ninety-eight percent average open rate. And so, it’s pretty hard to ignore those stats.

Kalyn: It’s not surprising when these are the two preferred channels for receiving updates when it’s these are the channels that customers have actually opted into where they said like, “Yes, I want to hear from you.”

Nelly: That’s right. That’s right. We’re having them do that. And so, it makes us even more reassured that this is where they want to be.

Kalyn: Totally.

Nelly: So, here, you know, the game has changed around communications, like now with increased consumer expectations around how their data is used, and with legislation about how marketers can use this data, this continues to evolve every day as we see it. There’s never been a more important time to listen to what your customers want and to deliver on their expectations. And so, building relationships with your customers is the holy grail, like just knowing who they are, what they’re interested in, how they’d like to engage with you. And so, you know, a part of the formula for achieving this knowledge and understanding of your audience, and ultimately, to better control how you communicate with them is by owning your data, leveraging your own channels like SMS and email. This is going to give you a greater opportunity and flexibility to get to know your customers and to create meaningful relationships. Owning your own data also helps reduce the impact of external factors like increased legislation on your marketing strategy and business. I’m sure you’ve heard of GDPR and then the latest to the Apple Mail privacy protection. So all of this is going on.

Kalyn: Like the mad scramble.

Nelly: Right? Yes, mad scramble. But at the same time that we’re looking at this business, the business world is moving from transactional to relationship-based interactions with consumers because that’s what consumers are expecting. So, in short, you know, you’re really future-proofing your marketing strategy.

Kalyn: Love that.

Nelly: Yes. So, now more than ever, we live in a mobile-first world with the rise of mobile technology, and with consumers’ willingness to receive SMS, there’s really never been a better time to embrace this channel. So, I just want to come back to this stat, you know, just for us to dwell on it for a little bit. Ninety-five percent of text messages are read and responded to within three minutes of receipt and some stats out there claim 90 seconds, you know, 90 seconds, 3 minutes. It’s all very quick.

Kalyn: Very quick.

Nelly: Very quick. And so, it also helps us understand the value of SMS and how we might leverage it with our marketing programs. It’s really the perfect tool for driving urgency. With that quick response rate, just think about all the different ways that you could leverage this channel. SMS enables you to amplify your marketing messages by cutting through the noise. And among many benefits, the biggest, from my point of view, is the speed in which you’re going to see returns on this marketing investment. It’s quick. Just, like, you know, combining SMS with email is the perfect way to make your messages most effective, and also see your conversations soar, which now leads me to my next segment here. Okay.

Kalyn: Nice segue, Nelly.

Nelly: Yes. So, how to combine SMS with your email marketing strategy. Let’s start by comparing these two channels. There are many similarities and also compelling proof points on how they complement each other. And we found that the similarities between SMS and email make it much easier for marketers to incorporate this new channel SMS. And so, as we built SMS, we kept that in mind because we don’t want you to have to learn a new tool or a new software. So let’s dig a little deeper here. Both channels are permission-based, with your audience needing to opt-in, just as Kalyn mentioned earlier to receive both, this means that both channels have engaged audiences. It also means that you can employ the same list growth tactics that you’ve tried before on email. So, you don’t have to come up with a new strategy, just, you know, apply this similar type of approach. And then both SMS and email leverage the power of personalization. That seems to be a big word nowadays.

Kalyn: Yeah.

Nelly: Yeah. As we look at consumers and the value of exchange for their data, they’re expecting something in return. And so, whether this be, you know, personalization or special offers, here you can apply these tactics to both channels. So you don’t have to rethink this too much, like just look at that. And then email and SMS also come with high ROI. There’s a reason they’re both very popular. With SMS, messages are short, sweet, and almost always they’re centered around a call to action, so spurring your audience to quickly do something. And so, that’s where you start to see the fast return and, as a result, really leading both to a high ROI.

Kalyn: And as we’ll see later, it’s very easy to get started with Campaign Monitor SMS because it’s built just like our email tool.

Nelly: That’s right. Okay, we see these two channels as the ultimate marketing power couple. And like any power couple, email and SMS play a unique role when used in isolation. And then when used together, they make a really powerful team. By understanding the role of each, you know, what they play, and how they can map together, we really think it’s a winning combination. And so, we created this little table here to highlight how you might apply SMS and/or email. So, let’s walk through some examples here. Let’s say that you have a launch or announcement. With no character limits, I think email is the one that’s going to allow you to say more. It’s really… That’s where you’re going to do justice to your message. Then you can take SMS to quickly notify your customers and direct them to that inbox so they can read more of the details, or you can direct them directly to your website or your landing page. And this is one where having both channels really gives you that power to reach your audience. You’re going to reach them based on convenience in that moment, you know, where they are.

And then, you know, the next one I think is pretty obvious. The newsletter. We’ve all come to love email as the perfect channel for our newsletter because it really brings to life all of the elements of your content, your stories, your images, any interactions that you want to have there. But let’s say that you have an event invite. For me, I also think that email is perfect for this because you can include all the details about the event, all the speakers, the agenda, you know, so on. But here’s the perfect match again. Now you have an event reminder. Well, SMS comes in. It’s perfect, especially with people living on the go more than ever. People really appreciate reminders, just a short and sweet SMS, that’s going to ensure that you reach your customers wherever they are, maybe they’re on vacation somewhere.

Kalyn: That’d be nice.

Nelly: Yeah, wouldn’t it? And then we have an offer. So for promoting a special offer, you know, this is the perfect one where they complement each other again as a combination email to provide the context, and the details, and the visuals, and then SMS to support that channel so you can direct them straight to where that content is. And then, let’s say you have a reminder that you want to have with that offer, well, SMS is great for driving that urgency. So, it’s my pick, you know, when you have a limited-time offer, or you’re reminding your audience that the offer is about to expire, yes, SMS comes in and just is that perfect partner. Now, these are examples, right? So, just keep in mind that every business is different and every use case is different too. So, as you do this, and as you start thinking through your own use cases, just factor in your customers and their preferences, the situation, and what you’re trying to accomplish. And, you know, I think that you’ll quickly see that both channels can unlock the power to increase engagement. And, you know, as Kalyn was alluding to earlier, there’s a reason why they now have become the most effective and powerful tools.

Kalyn: And I just love this view seeing it in this grid because it just shows you the coverage that you get when you combine the two channels without sort of the fatigue of just using one or the other. Yeah. I really just love to see it this way. It just seems like a no-brainer.

Nelly: Yeah. Thank you. So, okay, now growing your audience. So, like any new marketing channel, you need to grow your audience. But, like we mentioned earlier, email and SMS are both opt-in channels, so you can leverage your list growth tactics. And the good news is you don’t need to start from scratch. Leverage your email list to invite customers to opt-in to SMS. And then keep in mind that there’s also this value exchange, especially if you’re starting fresh. Think about offering customers something in return, maybe it’s a special signup offer, or some kind of VIP access to special discounts, or some kind of exclusive access. Anything that has to do with what you’re trying to accomplish. And then really utilize your existing acquisition forms. You don’t have to go and create a new one. Update your signup forms to include fields for mobile and capture your SMS opt-in. And we’re going to show you an example later of what this could look like. With that, I’m going to hand this over to my colleague, Kalyn, to walk you through SMS best practices.

Kalyn: Awesome. Thanks, Nelly. So, we have done a ton of research. We’ve talked to our customers about what they want to know, what maybe is limiting them from getting started with SMS, and put together this list of best practices to just make it super easy and use as a resource for anyone that is just getting started, or maybe already is using SMS but just wants to be mindful of kind of industry best practices. So, as we sort of alluded to a few times, ensure you have permission to send. Really, as Nelly just kind of mentioned with her example, really easy to use your existing signup forms to add a mobile field or even use potentially an email campaign to get that SMS opt-in, but you do have to have explicit consent to send SMS. Having consent to send email does not mean that you also have consent to send SMS. You have to have consent for each channel, specifically. And when we look at when your audience is most likely to engage with SMS, it tends to be sort of mid-morning to mid-afternoon. Industry regulations do encourage sending between 8:00 a.m. and 9:00 p.m. local time, but you’ll get better engagement sort of in the middle of the day. And also avoid Sundays where possible. It’s just the lowest engagement day.

And another thing to be mindful of is time zones in the U.S. So, you know, there’s not a ton of difference between East Coast to West Coast, but those couple of hours can definitely make a difference of when someone would engage, and then also sort of in line with those regulations as well. If you are just getting started with SMS, we recommend no more than one SMS per week to kind of get started. Don’t want to overwhelm your audience with too many communications, especially when you’re just starting out with this new channel. But leading into the next dot point, test, test, test. Test everything you do. These are sort of general guidelines, but different tactics work for different audiences. And you’ll sort of see what’s working for your audience or different segments of your audience kind of as you work through it.

Nelly: Those are great best practices, Kalyn.

Kalyn: Yeah. We’ve done all the hard work. We’ve done it. We’ve gathered all those or done all the research and put it all here for everyone. And then just a few more that we’ve got here to share. So, personalization is key as Nelly took us through before. You know, one of the similarities between email and SMS is that power of personalization. So, not making customers feel like they’re receiving mass communications, utilizing the data that you do have on your customers in your communications, whether it be location or preference data, anything like that. I think it probably goes without saying, but being concise with your copy but clear. Obviously, you only have so much space in an SMS, so really need to keep the copy snappy, but also don’t go overboard with the abbreviations and still want to be able…so customers know what you’re trying to say. The character limit for an SMS is 160 characters, or that drops down to 70 characters if you use emojis. So, as you can kind of see here, the approximate one SMS per subscriber. The Campaign Monitor tool will tell you kind of where you’re at and where you’re at with your character limits. You can be mindful of that. It’s not to say you can’t go over that character limit. It’ll just go into a second SMS which will have a fee involved when you look at how many you’re sending per person.

And again, similar to email and all of your communications, SMS is more of a conversational format. So, really an interesting one to bring your brand personality to life and think about how you bring your tone of voice through. Always include your company name so your audience can identify you and know who the SMS is coming from. And then always include unsubscribe instructions. As you can see here in the example, it’s got that “Reply STOP to unsubscribe.” We kind of put that in as default in our solution, and you can edit it as you wish, but it’s something that is necessary to have in any SMS.

So, the next section, we’re going to take all of those best practices and show you our tips for crafting an impactful message, show you some examples, break it down to make it super easy. So, we’ve got three examples to take you through before we go into the live demo. So this one is for Frankie’s Fashion, which is a retailer with a goal of driving purchases to their new product line leveraging a special promotion. So you can see there, “Kalyn, get the latest fall fashion at your fingertips. 25% off new season styles from Frankie’s Fashion,” with a link and the unsubscribe instructions. So, if we sort of break down the anatomy of the SMS and what it looks like, you can see there that we’ve got the first name personalization, the short personal copy with the compelling offer of 25% off, and includes that company name of Frankie’s Fashion. We’ve used the shortened URL, which I think is actually something I missed on the previous slide. It’s something that we do have built into the Campaign Monitor SMS solution to automatically shorten your links for you, which I will show you in the demo, but just helps you save on character count so that, you know, if you do have a really long link it’s not using up all of those important characters, and then ending with that unsubscribe copy.

So just going through another example. This one is FunRun4Kids, which is a nonprofit that is wanting to remind attendees about their upcoming fundraiser event to maximize turnout. So, you can see there, “The countdown is on, Kalyn! Less than 24 hrs until the FunRun4Kids. Gates open at 3pm,” with the link and unsubscribe instructions. So, again, if we sort of look at it as the anatomy of the SMS, the personalization, again, with my name, driving urgency through the copy of less than 24 hours, abbreviating hours where it makes sense, so, H, you know, taking the OU out. It might just seem like a couple of characters, but again, the character count is so important to kind of be careful with what you use. Reminder of the important info, the company name, getting FunRun4Kids in there, the shortened URL again, and then the unsubscribe copy. You start to kind of see a pattern with this and maybe, you know, it feels a bit overwhelming of where to start with an SMS. But looking at it this way, you can see how easily and quickly it can come together.

And then the last example we have here. OnlineNewz is a publisher that wants to increase traffic to their online content. So you can see, “Kalyn, your daily download on today’s stories is now available on OnlineNewz” with the link and unsubscribe options. So again, going through the anatomy of it. First name personalization with Kalyn aligns with customer contact preferences. So, this sort of assumes that I’ve opted in to receive a daily download. Getting the company name in their OnlineNewz, again, the shortened link and unsubscribe copy. So, like I said, pretty straightforward when we go through kind of looking at it in this way and breaking it down, it can come together really quickly.

Nelly: And it makes it seem so easy, right?

Kalyn: Exactly. I know. So easy. So now we’re going to jump into the solution that Campaign Monitor has built for SMS. So, as we go through this, we really wanted to, and I guess we sort of alluded to this previously that we really wanted to keep the flow simple and intuitive just like our email flow. So, those of you that are already Campaign Monitor customers, this screenshot should look really familiar to you. It’s the exact same flow as what we have when you build an email. Very simple. You can kind of see at a glance which sections you have to complete, which ones are done, which aren’t completed yet. You can see the mobile preview on the right-hand side as well. Kind of shows you what it’s going to look like as you’re building it. We really did build this for busy teams knowing that our customers have little time to spare when it comes to, you know, creating any sort of message but especially when they’re learning a new channel. So really just wanted to make sure that we didn’t have to have our customers spend time training or upskilling their teams. We make it really simple to get started. It’s a very guided experience, as you can see, and we’ve got tons of resources available with best practices and things like that to help folks along the way.

Again, managing the email and SMS from one platform is a huge benefit of utilizing Campaign Monitor SMS. There’s no plugins required, no IT intervention. It’s ready to go. No integrations. Lots of other solutions out there require, you know, an integration, which means learning a whole other tool, whereas now, you know, with Campaign Monitor, it’s all managed in the one platform. And I think probably most importantly, as Nelly said before, is maximizing that ROI. So not only is SMS a cost-effective channel, it’s going to show you that quick return on investment by helping you better engage and build your audience, drive loyalty, and maximize your conversions. Nelly, anything to add? Your team is the one that built this. So have I done it justice?

Nelly: No,

Kalyn: Is there anything I have missed?

Nelly: This is so fantastic. I’m so excited about this and to see this. One of our, I would say, you know, value propositions for you is we’ve heard you say how busy you are, and you don’t want to spend your time fighting with the software. You want to get right down to business. You want to connect with your customers. And so, we’re really happy to share with you and do this demo next of, like, how it works. And Kalyn is going to walk us through while I take notes, but I anticipate it’s going to be really smooth. It’s really meant to show you, like, how easy it is. You already know how to use our email. It’s just going to seem intuitive to also add SMS. Thank you, Kalyn.

Kalyn: Yeah.

Nelly: Great summary.

Kalyn: Happy to do it. So, I’ll just jump into the Campaign Monitor tool and show you how to build an SMS. And I am probably one of the least technical people at Campaign Monitor. And I have been building emails and I’ve probably sent hundreds of emails in Campaign Monitor. So getting started with SMS was just… I even couldn’t believe how easy it was. So, as you jump in, once you have SMS enabled for your account, in the Campaigns tab, you’ll see what… just reloading. You’ll see the Email, Overview tab. Very familiar. And then you’ll also see this additional section down below for SMS, which is just a duplication of what we have there for email. So, if I go into the overview, you’re going to see all of my drafts and my sent campaigns here, a lot of tests, as you can see, but I will create a new campaign. And from here, I can choose regular email or SMS. Obviously, I’m going to choose an SMS. And I will do ‘Kalyn’s test’. And then from here, you can see sort of the sections that I have to fill in. And the preview will be over here. So, my message, what am I going to say? So I’ll add my message here. I’ve got some copy I’ve already written so I didn’t have to come up with it on the fly. So, I’ve got hi, and I’m actually going to insert personalization here. So I’m going to add in first name. And when you add any personalization, you have what’s called fallback text. So if for whatever reason you don’t have that personalization field for a particular contact, what will show up instead of having it just be blank. So you could say hi customer, hi friend. I tend to like hi there. Feels conversational. “Did you know Campaign Monitor has launched an awesome new SMS tool? Find out more here,” and the URL for the SMS feature page on the website.

So, as you can see, it’s kind of giving me the character count. So 146 characters, which is roughly one SMS. It’s roughly one because if you are using personalization, we can’t know how long one person’s field may be. Like, they may have an extremely long name, or if you’re using location, it might be just an extremely long location. So that’s why we kind of approximate it, you know, for the outliers or edge cases that there may be, you know, a personalization field that pushes it over the edge. I’ve also got shortened links here, so if I unshorten it, you can see the edit changes in the preview over here that gives you that full URL, but it pushes it to 169 characters. So if I shorten links, it’s back down to 146. So it gives me a bit more space to play with. From there, I can just hit save, move down to the other sections. I’ve got the from phone number, which is the Campaign Monitor number that we’re using here. And then I just have to select my recipients. So the only lists that will show up here, we have a lot more lists in our account than just this, but it’s only going to show you those lists that have a phone number attached so you know kind of who you’re sending to.

So I’ve just got this webinar test that I’ve already set up with a mobile number. So you can see there. Actually, I’m previewing it as a random recipient, so I added my name to that phone number. So you can see over here where I had the fallback text it now populates it with…or if I had more people in the list, I could refresh this and it would show me another person, but I’ve only just got the one number in there for this demo. So you can see that there. I’ve got all my three green ticks ready to go. That’s all I need to do. Prepare to send, and then I would just hit continue and send it. I’m not going to do that now because I don’t want Campaign Monitor to get charged for this text, but that’s as easy as it is.

And I did send one yesterday, just so we could see what the report looks like. So if I jump back into overview and my sent campaigns, I sent this one yesterday. This is what the report looks like. So you can see the message was delivered. There were no bounces. If I go into recipient activity, it can tell me if anybody unsubscribed, and then also the bounce summary, so if there are any soft or hard bounces So that’s it. It’s super easy. Like I said, if you are already a Campaign Monitor customer using our email, you will have no problems getting started with SMS, between how easy the workflow is, and then also with the best practices and sort of that anatomy of the message that we’ve already laid out. I think customers should be able to get started super quickly.

Nelly: Thank you, Kalyn, for walking us through that.

Kalyn: How did I do, Nelly?

Nelly: That was awesome. Yeah.

Kalyn: Cool. So that is all we really had today, aside from Q&A. So I know I’ve seen questions coming through this whole time. I’m excited to ask a few. So let me have a look. What have we got? Nelly, I feel like this is a good one for you. Do I need express consent to send SMS messages?

Nelly: Yes. And I know that it can be a little tricky, and as Kalyn was mentioning earlier, and we alluded to it, you do need express consent. So, you might have it for email, but you do need to opt-in your audience to receive SMS before you can actually send them an SMS campaign. And then also make sure that you always include unsubscribe copy in your SMS so that your audience can opt out should they choose to.

Kalyn: Yeah.

Nelly: Oh, and then this next one, Kalyn. I think this one would be great for you as well. Let me read that out. What are your tips for growing my SMS list?

Kalyn: Good question. So, I think as we mentioned before, we recommend leveraging your existing signup forms to capture mobile members and opt-ins. So, it’s something that you would already have existing. Super easy just to add that additional field. And then also leverage your existing email list to grow your SMS list. So you already have a group of engaged customers or subscribers, just sending them a note saying that you’re now, you know, going to be offering SMS as an additional communication channel, kind of telling them what value they’ll get from it, whether it’s discounts, or early access, or whatever it may be, and then asking them to opt-in. I think we’ll just go back and forth, Nelly. So next one for you. Will you be releasing additional SMS features in the future?

Nelly: Yes, absolutely. We’re just getting started. This is our first version here. And we always iterate on our products, so that way we’re ensuring that you are having the best possible experience. And we listen very closely to the customer feedback, and that helps us determine which next feature is next, you know, what goes next, and what the priority is, and how soon it comes. So, definitely give us feedback. As you get started with this channel, we want your feedback so that we can continue to make this great for you. Okay. And so, this next one, I’ll read this out. What is the character limit for an SMS?

Kalyn: Yes. So as we mentioned before, it’s 160 characters. It doesn’t mean that you can’t go over that character count, and as I showed you in the demo, Campaign Monitor sort of keeps tabs and shows you where you’re at with that character count. You could definitely send a longer SMS. That’ll still show up on your subscriber’s device as one message, but in that scenario, you would be charged for multiple SMS per subscriber. And also keep in mind, if you choose to add emojis, the character count is reduced to around 70 characters, so we really recommend only using emojis when you have a super short SMS to send or if you’re happy to go over the character count to require multiple SMS. And next one, Nelly, what word does a subscriber need to reply with to unsubscribe?

Nelly: Yeah.

Kalyn: I don’t think we have covered this.

Nelly: And I love the example you gave earlier, Kalyn, but there are also more than that. So, a user must reply to the SMS with a single word message to opt-out. And so, the words that we support are STOP, which tends to be one of the most used or popular ones. There’s also STOP ALL, Unsubscribe, Cancel, and Quit. And you don’t have to rush to write these down. We’ll be, you know, sending out all this content for you later. And then also, remember you can add default unsubscribe text automatically with Campaign Monitor as we showed you earlier in the demo. And you know, I’m so happy that…

Kalyn: You just make it so easy, Nelly.

Nelly: Right? I know. And I’m so happy that we’ve had lots of questions about best practices for sending SMS and, hopefully, we’ve addressed a lot of these as we went through the presentation. Kalyn, do you want to do a quick recap?

Kalyn: Yeah. Best practices, for sure. So, engagement is likely to be better around the middle of the day, Monday through Saturday. Try to avoid Sundays. Don’t send too many SMS, to begin with. We recommend sort of one per week to get started and kind of see how your engagement goes with your audience. Embrace a more conversational tone that still works with your brand guidelines, but knowing that it is SMS, it is more of a conversational channel. Personalization is important for SMS just as much as it is for email, and always include your company name. So don’t assume that your audience knows who is texting them. Probably even more important than email, if I can say that, to include the company name so people know who’s messaging them. I think we probably have time for one more, Nelly.

Nelly: Yeah. One more.

Kalyn: How long does it take to get up and running with SMS?

Nelly: We can have you sending your first SMS campaign within one to two weeks. So, we’ve made it, tried to make it very easy to enable you. Our team will work with you to set up an SMS package. And so, it’s just going to depend on your needs and what you’re looking to accomplish. And we’ll give you all the support that you need as you get started on your campaigns. So, definitely reach out and we’re here to help.

Kalyn: Yes, we are. And great transition, it’s like we practiced it. If you’re interested in SMS, we’ve got some QR codes to scan and kind of take you to some more information. So if you’re already a customer, just use that one on the left, and if you’re new to Campaign Monitor completely, use the one on the right, just so we can get you the right information that you need. And then we also have an SMS Resources Hub. So, as I said, our team has been hard at work doing a ton of research, pulling together all of these best practices. So we’ve got some resources that I think will be really helpful for customers as they get started with SMS or if they’re already using SMS, just best practices to kind of firm up their existing strategy. So scan that QR code or the link is there as well to visit.

And as we mentioned at the beginning, keep an eye on your inbox. We will email you the recording and the resources that we’ve shared, next week. We’ll also follow up any questions that we didn’t get to in the live Q&A. We’ll probably pull them all together and share them out in that email as well just so that we can get everybody their answers.

And that is it for today. Thank you so much for joining us. Nelly, thank you for doing this with me. I’m just thrilled to launch SMS and I just can’t wait to see how our customers use it and get started.

Nelly: Oh, thank you, Kalyn, and thank you for inviting me to do this with you and for organizing this webinar.

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