Everything you need to know to succeed in your first SMS campaign

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SMS marketing

Everything you need to know to succeed in your first SMS campaign

1024 536 Dialog Insight

Since people have been travelling with their phones, marketers have seen an immense potential to reach a very responsive audience. Indeed, the SMS opening rate is 98%; it’s huge! It would be foolish to do without this way of reaching your users. So many opportunities to connect with the consumer right at the fingertips…literally.

So how can you join in?

In our first article on SMS, we talked about the basic rules for using SMS in your marketing strategy. Today, we will go through the steps to make a success of your first SMS marketing campaign. But first of all, I would like to introduce you to the rich SMS…

Basically, in a normal SMS campaign, there are not many options: it stops at what you normally see, that is, a simple text on a white background, which is quite basic!

Rich SMS goes far beyond that, it allows you to enrich each of your sending with interactive content that will appeal much more to your contacts. You can add a countdown, to create a sense of urgency in your campaigns, add a barcode to facilitate purchases or registrations, in short, you can let your creativity run wild and create very personalized messages according to your needs.

Let’s get back to our business….

There are different ways to use SMS for a company, depending on its specific objectives. They can be sent in batches or individually.

Here are some examples of batch shipments:

  • Sending promotions or discount coupons
  • Invitation to an event
  • Invitation to participate in a competition
  • Survey

And examples of unit shipments:

  • Reminders and confirmation of events or appointments
  • Customer Support
  • Purchase or delivery confirmations
  • Authentication of access to a platform

The preparation of your SMS marketing campaign, whether it is normal SMS or rich SMS, is extremely important if you want to be successful and optimize your ROI. The following steps are the ones that will help you achieve this. These are the same steps, regardless of the type of SMS used.

1. Define your campaign goal

Since an SMS has a very limited number of characters, it is essential to define the framework of your campaign. By clearly defining your main objective and target, you will be able to maximize the 160 characters allowed and optimize your ROI.

Define only one objective per campaign, it can be:

  • A promotion
  • The announcement of a new feature
  • An invitation to an event
  • An appointment booking
  • An exclusive offer
  • A transaction follow-up
  • Bring traffic to your points of sale
  • Build customer loyalty

And so on!

It is this step that will set the tone for your campaign, because it is on this objective that the next steps will be based. So take the time to choose the best objective for what you want to accomplish and the results you want to achieve in the end.

2. Define your target audience

Now determine who your campaign is aimed at based on your objective identified in Step 1. I must warn you that the success of your SMS campaign depends mainly on the relevance of the targeting you will do. It is therefore worth taking the time to analyze our typical clients and create personas with the conclusions you will draw from them.

Of course, your targeting will be totally different depending on your defined objectives. Depending on the stage of the conversion funnel you want to be in, adapt your target accordingly.

For example, if your objective is to promote your brand, your target audience will definitely not be the same as if you are addressing existing customers with the objective of re-engaging them.

In short, analyze your situation carefully and choose the segment that is most relevant to your needs.

3. Write the message

A SMS message must be clear and concise. You must be able to get your message across in just a few lines. That is why each word must be chosen precisely to achieve your objective.

Your messages are generally divided into 5 parts:

  • The sender: must be easily recognizable to your contacts.
  • The catchphrase: must be very short and punchy. Considering the number of limit characters, choose only a few words that directly arouses the interest of your contacts.
  • The offer: It is important, when writing your message, to put yourself in the shoes of your contacts. Spending only a few seconds reading an advertising message by SMS, your contacts do not actually read your message, they do more a quick scan of your content. That is why your offer must be clear and answer the following questions: Who? What? Where? Quickly. Identify your keywords and try to highlight them, either by using capital letters and placing them at the beginning of your message.

Also indicate all the information that is important to understand your message. For example, if you are running a time-limited promotional campaign, include it in your message.

You can also customize your message by adding variables such as name, address, age… In fact, the only limit is the contact information you have.

Also structure your message by skipping a line at strategic points in your message.

  • A contact link: it can be either a clickable phone number or a clickable link to a page on your website. This is a good way to encourage your customers to take action.
  • The STOP mention which is required: in the same way as email, SMS are regulated and must be marked STOP. This mention is automatically added to your mailings to give your contacts the option to unsubscribe at any time.

Always check for spelling errors before pressing send. This affects your credibility. The same applies to overly familiar abbreviations, which should be avoided.

4. Determine the date and time of sending

Normally, when we receive a text message, we read it almost instantly. This is what happens when you send marketing SMS messages. Our customers are reached directly and the reading rate is often very high. Communication is almost in real-time. This is why the choice of date and time of sending is very important.

Choose a time of day when, based on your analysis in Step 2, you think your target audience will be most willing to read your message and click. So, prioritize the times 08h30-09h30, 11h30 -12h30 and 17h30-18h because these are usually the break periods for most people. Of course, these hours may vary depending on your analyses and personas.

5. Analyze the results and optimize processes for your next campaign

Compared to email campaigns where it is easy to track the actions of your contacts, for SMS, it is quite different. Behavioural monitoring is therefore easier to do if you use a SMS marketing platform such as Dialog Insight. This will allow you to directly manage unsubscribe options and obtain some tracking data.

Remember the impressive open rate of text message. A well-designed campaign can hardly fail. So if your campaigns don’t achieve the expected results, ask yourself what you are doing that your audience doesn’t like. Test different types of offers, different sending times or a different frequency. Test until you find out what works for you.

You can measure the success of your SMS campaign by various factors such as the increase in your number of subscribers, the rate of offer complaints and the rate of unsubscribing.


What is a good SMS?

Let’s get down to business. It is all very well to know the steps to do an SMS campaign, but concretely, how to create a relevant message for my target audience? Keep reading to find out!


Spam is irritating. But unwanted text messages are simply unbearable. You reach the customer in a private part of his life. So personalize your messages according to his interests as much as possible. Make sure that your message always contains a value for your contact, otherwise he will not stay a subscriber for long.


If you do not have enough data to make your message highly personalized, at a minimum, write it in such a way that it looks like it is being sent from one human to another. Let the robot style fall by the wayside. SMS is a channel where people are used to have conversations with humans (digitally, but still humans!).

Don’t go to the other extreme either, that is, use jargon and acronyms that only you understand. Always keep a professional tone. Some exceptions may apply if you need to use abbreviations to keep the maximum number of characters to 160. Otherwise, you should use normal language at all times.


Unlike e-mails, SMS messages evoke a sense of urgency. 95% of SMS messages are read within 3 minutes, so pay special attention when sending. For example, if you want to announce your lunch special in the dining room, send it just before lunch to reach customers who are starting to think about a place to eat.

Call to action

Your message must contain a call to action to indicate to the consumer the next step. And the more it is aligned with your contact’s needs and interests, the more likely you are to take action. If you are asking for an answer to a question, offering predefined choices is a good practice to avoid the chaos of possible answers.


Sending SMS messages may incur costs for the consumer. Indicate this in your message next to the unsubscribe option.


In conclusion, whether you are a small or large company, whether you are in B2B or B2C, SMS represents an opportunity to connect with your contacts and engage them with your brand. It is also an inexpensive solution considering that the ROI is generally high with this channel.

So, if you have not yet tried to use SMS for your campaigns, don’t wait any longer! It is easier to write an SMS message than an email, as you may have seen in this article and the results are almost instantaneous.

We can assist you in setting up your SMS, do not hesitate to contact us!



Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

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Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me


You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me


You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me


You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me


You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me