Marketing SMS Playbook
- Kat Rafferty
- Lindsey Huber (Deactivated)
- Francisco Reyes (Deactivated)
Twilio
Twilio is used to send text messages to your customers. You will use this to manage your company's SMS numbers.
Configuring Twilio
Logon to Twilio. You will come to the default dashboard page
Click the ellipsis under the house icon on the left-hand side
Under Super Network, go to phone numbers > manage numbers > active numbers. This will display all of the numbers your company can send SMS from. This is essentially an IP for an email.
Select a number
The number of phone numbers that appear here will vary by client. Each phone number can only be assigned to one LLC. Splitting numbers across an LLC will break customer boundaries.
5. Scroll down to Messaging. Messaging automation needs to be set up in order to for SignupApp to get the information.
Under Messaging complete the following fields:
CONFIGURE WITH | Select Webhooks, TwiML Bins, Functions, Studio, or Proxy |
A MESSAGE COMES IN | Select Webhook, then, copy and paste the URL below. Please be sure to copy the entire link. Best practice: right-click and select Copy Link Address. |
6. Click Save
Gathering Info for SUA and Blueshift
Gather the following information from Twilio for inputs in SUA and Blueshift.
Required information for SUA to talk to Twilio:
Phone Number |
|
Account SID | Located on the main dashboard page in Twilio |
Auth Token | Located on the main dashboard page in Twilio |
Required information to set up Blueshift adaptors:
You won’t be setting up the adapters in Blueshift but you will need to provide the below information via a ticket to get it set up.
Phone Number |
|
API Key SID | Located under settings in Twilio |
API Secret | This pops up when you create an API key. You will need to copy it save it then or else it will be lost. |
Account SID | Located on the main dashboard page in Twilio |
Auth Token | Located on the main dashboard page in Twilio |
Blacklisting and Validation
You will need to coordinate the following with Twilio.
Blacklisting | You will need to coordinate with our Twilio rep, Dominique Kaittinat <dkiattinat@twilio.com> on the handling of your own opt-in/opt-outs. This needs to be setup correctly/requested appropriately on the application. "Correctly" in this instance means the blacklisting feature is NOT being utilized. SUA is handling the opt-ins/outs, not Twilio. |
Validation | You will need to add free Twilio validation service to the forms for your phone numbers to ensure the customer is added to correct list. This will ensure no international customers sign up to domestic lists. The following documentation from Twilio will help you set this up, but feel free to engage Dominique for direction first. |
SignupApp
Next, you will need to set up the Twilio information in SignupApp. SignupApp is used as the scaffolding or the structure that is going to handle the lifecycle of people that get signed up for SMS campaigns. SignupApp will also manage the opt-ins for SMS signups.
SMS Code Setup
Log in to SignupApp
Select SMS lists at the top of the page then click on SMS CODE SETUP.
Click + sign in the lower right-hand corner of the screen to set up a new SMS code.
Complete the following fields:
SMS Provider | Select Twilio | |
Twilio Account Token (Called "Auth Token" in Twilio) | Varies, copy and paste from the Auth Token field in Twilio. This will be found of the main dashboard. To copy, select Show, then select and copy the token. | |
Twilio SID (Called "Account SID" in Twilio) | Varies, copy and paste from the Account SID field in Twilio. This will be found on the main dashboard. | |
Code Type | Select Long for full length phone numbers and Short for short codes. | |
SMS Code | Varies, copy and paste from the Phone number field in Twilio. | |
Twilio Sender ID (Optional - for SHORT or LONG code) | Only used to send outbound SMS messages, and customers cannot send an SMS in response. As a consequence, all SMS messages sent from this code and associated lists must mention the short or long code in the SMS Code box above for the customer to respond STOP to, otherwise they cannot unsubscribe, which is a legal requirement. Additionally, a customer service phone number may be added to each message to handle unsubscribes as well | |
Basic Default Messaging Keywords: | These messages will be sent as replies when the corresponding keyword is sent to the phone number. These default messages can by overridden, but all verbiage (including default messages) must be approved by legal before go-live. | |
| Save | A message will be sent instructing the customer to contact customer service. |
| Help | This message provides the customer with instructions on unsubscribing when they request help. |
| Info | This message will be sent to the customer when they request more info. They will be sent a link to the terms and conditions. |
| Unsubscribe | Confirmation customer will receive when successfully unsubscribed. |
| Fallback | "Fallback" is used as a catchall and will be sent when SignupApp doesn't understand the request. |
The Twilio credentials can be found by navigating to the SMS Setup Codes section and under the SMS code actions you will see a button called “Show Twilio Credentials.”
SMS List Keywords
To navigate to this section go to SMS lists > SMS list keywords
In this section you will find the default keywords and the reply messages they are associated with. In addition to these you can create custom keywords that will allow you to send a custom reply.
To do this click on the orange plus button located in the lower right hand side of the page. Here is an example:
If a customer texts OFFER to the short code then they will receive the reply message that is set.
SMS List Members
To navigate to this section go to SMS lists > SMS list members
In this section you can see the customer that are subscribed, unsubscribed, and those that are pending a welcome text
To the far right of a record there is a button that allows you to unsubscribe the customer from the SMS list
Creating a Free SMS List
Navigate to SMS LISTS.
Click + sign in the lower right-hand corner of the screen to set up a new Free SMS List.
Complete the following fields:
List Code | Enter a list code for identification purposes. Customers will be required to include this list code in their text responses. The SMS codes (phone numbers) are most likely going to be used for multiple list. This will identify which list the customer is contacting us about. (Opt in, unsubscribes, etc) This is a free form field. |
List Description | Enter a descripiton of the list here. |
List Channel | This will default to SMS. |
List Type | The list type of Free should be selected. |
SMS Code | Select the phone number (SMS code) set up previously. |
Item Number | Enter the free list that this phone number will be supporting. This field is required for profile validation and is helpful when creating segments in Blueshift. If the item number is not added or is added incorrectly, it could be added to the wrong customer number and email pair. |
Default Messages | These messages are specific to the individual list (rather than the phone number which might have multiple lists attached) and will be sent when a reply from the customer is required and/or when a reply from the customer is received. Update all of the placeholders within the default messages. All messages must include the list code. These default messages can be overridden, but all verbiage (including default messages) must be approved by legal before go-live. |
Opt In | Customers will be required to confirm or opt in to their subscription. They will be reqired to reply with "COMFIRM" followed by the list code. (Example: COMFIRM XYZSMS) There is no time limit to opt in, but failure to do so or failure to do so correctly will prevent the signup process from completing. If a customer attempts to signup again in the interim, the original signup and opt in will be replaced by the new one. If they have already opted in to the original signup, nothing will happen with the new signup. Customers will not exist in Blueshift until they opt in. |
Unsubscribe | Comfirmation customer will receive when successfully unsubscribed. |
Welcome | Welcome message sent to a customer when they submit a signup. This message include various instructions including confirming a signup/opting in. Instructions to unsubscribe, get info, and get help are also included. If a customer is requesting to unsubscribe and replies STOP without a list following, they customer will be unsubscribed from all lists attached to that phone number instead this specific list. |
Info | This message will be sent to the customer when they request more info. They will be sent a link to the terms and conditions. |
Help | This message will be sent to the customer when they request help. The message includes information on how to unsubscribe, as well as customer service contact info. |
Rest Calls
You will need to set up rest calls in SignupApp in order for your website to be able to talk to SignupApp. These rest calls will check to see if a user is already on an SMS list. Follow the instructions below to complete this setup.
1. Log into SignupApp
2. To locate the user token, navigate to the USERS tab
3. Locate yourself
4. Click on the Update User icon
5. Click on the Token tab
6. Click Reveal Token
7. Select and copy the token
13. Below is the information needed to make the rest calls.
Authentication Value | header x-auth-token:{signupApp user token} |
Rest call to check to see if a users is already on an SMS list |
https://signupapp2.com/signupapp/v1/lists/members?listCode={:listCode}&phoneNumber={:phoneNumber} |
Rest call to subscribe a user to free SMS | [post]https://signupapp2.com/signupapp/v1/lists/members
{
"phoneNumber": "491719392833", --required 14 numaric must have country code appended
"listCode": "PPC", --required
"firstName": "fname", --limit 50 char
"lastName": "lname", --limit 50 char
"emailAddress": "email", --limit 255 char
"sourceUrl": "http://someplace", -- whatever you want
"listMemberIp": "123.123.123.123", --char 20
"consentText": "legal stuff" -- whatever you want
} |
Signup Errors
When an error occurs during sign-up, you will need to know why the opt-in failed. These error statuses will appear on the dashboard in Twilio and will define why the customer didn’t make it on the list.
https://www.twilio.com/docs/sms/api/message-resource#delivery-related-errors
Blueshift
Next, you will need to set up the content, campaigns, and connection to Twilio in Blueshift. Blueshift is used to create SMS content and target subscribers. The content will then be sent from Blueshift and out through Twilio.
Creatives
SMS creatives aren't much different than Email creatives in Blueshift. Follow the instructions below to create an SMS creative.
Navigate to Creatives.
Select SMS.
To create a new SMS creative, click +TEMPLATE in the upper right corner of the screen.
Enter a name for your creative and click OK.
Enter any tag folder/tags you wish to use.
Click Content.
Add your content on the left side of the screen.
A preview of your content will appear on the right side of the screen. By default, you will be previewing the content as a customer named Jane Doe. You can search for and select a different customer if you choose to do so.
Click Save.
10. Click Test Send.
11. Send a test text by entering the phone number you want receive the test and click Send.
Segments
Navigate to segments.
Click +SEGMENT.
Enter a name for the segment.
Click + to add a condition.
Make the following selections:
Transaction is: | sms_list |
With the following attributes: | unsubscribed_sms | is equal to | False AND sms_list_code | is equal to | [enter the list name from SUA here] |
Campaigns
SMS campaigns are the basically same as email campaigns with one main difference: Instead of selecting email, you will select SMS.
Navigate to Campaigns.
Click +CAMPAIGN in the upper right corner of the screen.
Select One Time Send.
Enter a name for the campaign and click OK.
Start setting up the campaign as you usually would. Add tag folder/tags, select the start date and time, and select the segment.
Click Save
Click Add your first trigger and select SMS.
From there select the template you would like to use.
Select the Twilio adapter. Choices will be limited to SMS adapters only.
10. Click Create Trigger
11. Click Launch