What is the benefit of an SMS Info Campaign?
This campaign type allows you to send relevant information to aid in nurturing a purchase, learn more about your customer base, or influence demand planning and resourcing to both program subscribers and prospects.
How does this work?
Start by creating the unique keywords; then advertise the keywords either in a Broadcast message, on an email or website banner or, on a poster in your store; then use the Inbound SMS Entry Event to begin creating the automated journeys.
What are some common use cases for SMS Info Campaigns?
Mobile app downloads: When a contact wants to receive a link to download an app they are asked to text a keyword to a short code to receive the link.
Contest and Quizzes: When you run a contest or quiz, contacts and prospects are asked to text a keyword to a short code to participate
Sales/Promotions: When you run a sale or promotion, contacts are asked to text a keyword to the short code to inquire for more information on their products of interest.
Buying Guides/Promotions: When you want to reach out to contacts and prospects to entice them to make a purchase.
Need some inspiration? Learn more about the example journey build and the elements available to build this campaign.
Setup the Keywords
Navigate to the channel picker by clicking on the Listrak logo.
Select the SMS channel
Navigate to > Manage > Short Code to set up the keywords for this campaign type.
Click Create Keyword (located at the bottom of the page).
Enter each unique keyword name.
Keyword aliases may also be added.
Keywords JOIN, HELP, STOP cannot be used for this type of campaign.
Click Create to save.
Advertise the Keyword
Promote the keywords by either advertising them in a one-time Broadcast message, featuring them in an email or site banner, or on a poster in your store.
Setup the Journey
Navigate to the channel picker by clicking on the Listrak logo.
Select Journey Hub.
Choose Inbound SMS as the Entry Event (also located under Category > Contact).
Give your journey a name.
Configure the Entry Criteria
Click on the entry event in the builder and select the short code.
Select the Condition > SMS Received.
Select the Operator > Is.
Multi-select all keywords that are applicable to this journey.
💡 you can identify up to 50 keywords.
Set the re-entry frequency to No Limit or Once.
💡 Setting the frequency to No Limit allows a contact to enter the journey multiple times over their relationship with your brand.
If desired, set entry prevention rules to stop contacts from entering this SMS Info Campaign journey if they are in another journey.
💡 The contact will receive the Invalid Reply message if they are prevented from entering per rules applied.
💡 Use the phone number option to stop internal contacts in your organization from receiving the messages.
Configure the Exit Events
An exit event determines what must happen in order for a customer to exit a journey. If no exit events are configured or customers do not take the specified action they will naturally exit the journey at the end of their path.
Select the exit at the bottom of the journey.
If desired, select an event and then the merchant from the entry event.
Or, select Journey to exit a customer out of this journey if they enter another journey.
Customizing Your Journey
Configure the Flow
Now that you have determined how a customer becomes eligible to enter or exit the journey, you can determine the experience they will have by customizing paths based on the keyword they entered, message engagement, and more.
Below are a few of the strategic considerations you may make when configuring your SMS Info Campaign journey.
Coupons: Include coupons in the message to incentivize a customer to make a repeat purchase.
Exit: Use the exit action to stop contacts in a specific path from continuing through the journey.
Webhook: A webhook can be configured to send information to a third-party system such as sending information to a system that manages your catalogs. Learn more about setting up a webhook.
Data Management: This action can be used to subscribe or unsubscribe a contact from a list or lists when they reach the action.
Use wait steps to pause a contact before they receive additional messages.
To add an SMS message, drag the SMS element onto the canvas. In the properties panel, name the message, select the shortcode, and click Create Message. These are the message(s) that will be sent back to the contact when a keyword(s) is received.
💡 Selecting a list is not an option for SMS messages created for this type of journey since both non-subscribers and subscribers can enter this flow.
Message Delivery Settings
When configuring an SMS message you can turn on the message delivery settings in the Properties Panel. Enabling this setting allows you to limit the time range for when a message is sent.
You can also enable Time Zone Optimization to adjust the time to a customer's location based on their area code.
Most decision splits can be placed anywhere in the journey to customize a customer's experience as they progress through the journey. Below are a few of the strategic ways decision splits can be used in an SMS Info Campaign journey. Once you have determined the strategy you would like to customize, learn more about configuring your decision splits.
💡 Use the multi-path option to create a fully customized experience for different groups of purchasers.
✉️ Engagement Split: This split can change a customer's path based on the contact's most recently Inbound SMS keyword texted. Use this type of split along with the multi-path option to send tailored SMS messages based on the keyword entered.
📦 Purchase History Split: This split can customize a customer's path based on their past order history. Using the multi-split functionality you can tailor thank you messages based on the total number of orders a customer has placed to treat one-time vs. repeat buyers differently.
🔀 Random Split: The random split can be used to test different components of a campaign by sending a percentage of customers one experience and the rest another experience. Use the random split to test how many messages to include, which subject lines have an impact on open rates, or test how long to wait between messages.
☑️ Subscription Split: This split can be used to customize a contact's path based on how, when, or if they are subscribed to a specific list. This can be used to tailor a customer's path based on their membership to other programs that may have in your Listrak account, such as a loyalty program.
Activate the Journey
Once all messages have been created and the paths established, you are ready to activate the journey so that contacts can start receiving their SMS messages.
To activate, select the Activate button in the top right corner.
💡 Helpful Tips
Info Campaigns can be used to target contacts who are both subscribed or not subscribed to your SMS program. Contacts who enter this journey that are not subscribed will not result in a subscription.
Keyword must be unique and cannot be used in other SMS Info journeys or SMS campaigns.
In this SMS Info Campaign journey example, our merchant wants to send content specific to their contact's shopping preference indicated by the various keywords.
First, the merchant sent out a broadcast message asking for their contact's shopping preferences in the form of a keyword response. Once a contact has texted one of the three keywords - Apparel, Boots, or Watches to the short code, they are entered into the flow.
Next, the contacts will enter the engagement decision split where the most recently sent keyword entered will be checked against the condition applied for each path. For example, if a contact texts Apparel, then texts Boots, they will be sent down the Boots path (SMS keyword equals Boots).
Within each path, a coupon is applied that will be used in both the first and second messages. After receiving the first message the contact will wait for 2 days then be entered into another engagement decision split to check if they have clicked on the first message. If they have they will be removed from the flow, if not, they will receive the second message in the series.
In addition, a purchase exit event rule has been added to remove any contact who makes a purchase while in this journey. ⚠️As long as Listrak can correlate their phone number to the email address attached to the order.
📷 Click images to enlarge