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Fulfillment SMS Playbook - Refactor

Owned by Lindsey Huber (Deactivated)
Last updated: Mar 30, 2023 by Alex Yeager (Deactivated)
15 min read

Twilio

Twilio is used to send text messages to your customers. You will use this to manage your company's SMS numbers.

If you are already using fulfillment SMS in your legacy instance of Blueshift, there is no need to do anything on the Twilio side as part of your migration to the refactored instance.

Configuring Twilio

  1. Logon to Twilio. You will come to the default dashboard page

  2. Click the ellipsis under the house icon on the left-hand side

  3. 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.

  4. 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.

https://twilio:Hs3JGbJv@twilio-route-14west-spine-webhook-publisher-prod.apps.c3.balt.ocp.14west.io/camel/ingest/twilio#ct=10000&rt=15000&rc=3&rp=5xx,ct,rt&e=ashburn,umatilla

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

  1. Click the ellipsis under the house icon on the left hand side.

  2. Under Super Network, go to phone number > manage numbers > active numbers.

  3. Make note of the phone number that will be used.

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:

Phone Number

  1. Click to ellipsis under house icon on left hand side.

  2. Under Super Network, go to phone numbers > manage numbers > active numbers.

  3. Make note of the phone number that will be used.

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. 

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.

Message Resource | Twilio

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

  1. Log in to SignupApp

  2. Select SMS lists at the top of the page then click on SMS CODE SETUP.

  3. Click + sign in the lower right-hand corner of the screen to set up a new SMS code.

  4. 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.

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 Paid SMS List

  1. Navigate to SMS LISTS.

  2. Click + sign in the lower right-hand corner of the screen to set up a new Paid SMS List.

  3. 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 Paid should be selected.

SMS Code

Select the phone number (SMS code) set up previously.

Item Number

Enter the paid 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.

Website Plugin

You will need to set up the WordPress plugin for your website in order for your website to be able to talk to SignupApp. This plugin setup requires a token from SignupApp. Follow the instructions below to complete this setup.

  1. Log into WordPress (threefold site) as an admin

  2. Select 'Middleware 2' along the left-hand side

3. Go to the integrations tab

4. Set up the Signup App Integration in the 'Sign Up App 2 Production Settings' section

5. Enter in Affiliate admin token from SUA.

To find the token:

6. Log into SignupApp

7. To locate the user token, navigate to the USERS tab

8. Locate yourself

9. Click on the Update User icon

10. Click on the Token tab

11. Click Reveal Token

12. Select and copy the token

13. Back in WordPress, enter the SUA URL for the production URL. (Use their SUA UAT URL for 'UAT URL, if needed)

14. Design your webpages

15. Use SMS shortcode provided by Threefold

16. Replace the list code placeholder with your list code.

[agora_signupapp2_sms listcode="{list_code}" validate="true" subscribe_check="true"]

Signup Errors

If there is an issue with a user signing up, SUA will determine which error code to display. You can customize the message the end user sees - instructions below.

https://14west.atlassian.net/wiki/spaces/TCT/pages/43249008769

Signup Logic

To avoid a customer signing up to a new SMS list with a different phone number but the same email address, the logic was written such that it only checks the phone number against currently subscribed SMS list members with the same email address.

Meaning, if a customer is subscribed to an SMS list with email1@domain.com and phone number 123-456-7890 and tries to signup for another SMS list with the same email address (email1@domain.com) and new phone number 098-765-4321, they would not be able to signup since there is already an email to phone number relationship that exists in SUA2.

However, if a customer subscribes and opts-in to an SMS list with email1@domain.com and phone number 123-456-7890, then opts-in to a different SMS list with a different email address (email2@domain.com) but the same phone number (123-456-7890), the signup will go thorough. In the event that a customer is opted-in to an SMS list, then subscribes to the same SMS list using a different email address but the same phone number, the new signup becomes the new record and the original record is unsubscribed. Additionally, the fulfillment_sms_unsubscribe event is sent to Blueshift for the original record. This way the customer would not receive two SMS messages to their phone for the same list.

In the refactored instances of Blueshift we are doing additional validation so, post migration, counts will differ from the legacy instances. In the legacy instances we were recording signups with email addresses regardless of whether they were associated with a subscription. For the initial data migration to the the refactored instances, we will only bring over email addresses tied to a subscription.

Post migration, we’ll make a MW API call and use the subscription reference to make sure the correct email address is associated with the signup. This will account for email and L type logins.

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.

  1. Navigate to Creatives.

  2. Select SMS.

  3. To create a new SMS creative, click +TEMPLATE in the upper right corner of the screen.

  4. Enter a name for your creative and click OK.

  5. Enter any tag folder/tags you wish to use.

  6. Click Content.

  7. Add your content on the left side of the screen.

  8. 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.

  9. Click Save.

10. Click Test Send.

11. Send a test text by entering the phone number you want receive the test and click Send.

Events/Transactions

We have broken the SMS events out into two separate events. The first one for the initial signup (prior to opting in) and the second one is sent after the customer has completed the opt-in process by sending in the correct confirmation message. Doing this allows you to target customer via email if they have not completed the opt-in process. See the SMS Campaigns section below for more details.

When a customer subscribes to a fulfillment SMS list, the fulfillment_sms_subscribe event is added to their profile with the following attributes:

{ "email": "emailaddress@email.com", "phone_number": "+12345678900", "event": "fulfillment_sms_subscribe", "item_code": "XXX", "subscribed": true, "sms_list": "XXXSMS", "sms_active": false, "subscription_id": "000000000000" }

This event triggers an update to the corresponding subscription transaction, sets the subscribed attribute to true along with adding the sms_list (this is the SMS list code that’s being used in SUA2). However, on the subscription transaction, sms_active is set to false because the customer has not completed the SMS opt-in process.

When the customer replies with the correct confirmation message (ex. CONFIRM PUB), the fulfillment_sms_optin event is added to their profile with the following attributes:

{ "email": "ayeager@14west.us", "event": "fulfillment_sms_optin", "item_code": "SFT", "phone_number": "+14434155221", "sms_active": true, "sms_list": "SFT_SMS", "subscribed": true, "subscription_id": "000061599367" }

This event triggers an update to the corresponding subscription transaction and sets sms_active to true.

If a customer unsubscribes to the SMS list, the fulfillment_sms_unsubscribe event is added to the user profile and the sms_active and subscribed attributes are set to false.

Segments

  1. Navigate to segments.

  2. Click +SEGMENT

  3. Under the “What type of segment do you want to create?” section select Basic or Advanced Segment

  4. Under the “What do you want to segment on?“ section select the Transactions radio button and then subscriptions from the drop down menu

  5. Enter a name for the segment.

  6. Click + to add a condition.

  7. Make the following selections:

 

Transaction is:

subscriptions

With the following attributes:

item_code | is equal to | [enter the pub code from SUA here]

AND

sms_active | is equal to | True

 

SMS Campaigns

SMS campaigns are the basically same as email campaigns with one main difference: Instead of selecting email, you will select SMS.

  1. Navigate to Campaigns.

  2. Click +CAMPAIGN in the upper right corner of the screen.

  3. Select One Time Send.

  4. Enter a name for the campaign and click OK.

  5. Start setting up the campaign as you usually would. Add tag folder/tags, select the start date and time, and select the segment.

  6. Click Save

  7. Click Add your first trigger and select SMS.

  8. From there select the template you would like to use.

  9. Select the Twilio adapter. Choices will be limited to SMS adapters only.

10. Click Create Trigger

11. Click Launch

Non-Optin Campaign

  1. Navigate to Campaigns.

  2. Click +CAMPAIGN in the upper right corner of the screen.

  3. Select One Time Send or Segment Triggered.

  4. Enter a name for the campaign and click OK.

  5. Start setting up the campaign as you usually would. Add tag folder/tags, select the start date and time, and select the segment.

    1. The segment would include customers who have the fulfillment_sms_subscribe and NOT the fulfillment_sms_optin event on their profile.

  6. Click Save

  7. Click Add your first trigger and select Email

  8. From there select the email template you would like to use.

  9. Select the email adapter to use for the mailing

  10. Click Create Trigger

  11. Click Launch

Omni-Channel Campaigns

Omni-Channel campaigns allow you to send messages to customers using different communication channels such as Email, SMS and Push. Here we are focusing on Email and SMS.

  1. Navigate to Campaigns.

  2. Click +CAMPAIGN in the upper right corner of the screen.

  3. Select Segment Triggered Send

  4. Enter in the name of the campaign and click OK.

  5. Start setting up the campaign as you usually would. Add tag folder/tags, select the start date and time

  6. Click Save

  7. At the Journey Start select a subscription transactional segment. (This should be a segment that does not already contain the sms_active criteria)

  8. Click Add you first trigger and select Email

  9. From there select the template you would like to use along with the appropriate adapter

  10. Then click the + button on either the left or right of the email trigger

11. Select SMS

12. From there add a filter on the SMS trigger that uses the sms_active attribute and set that equal to true (see screenshot)

13. Click Save

14. Select the SMS Template for the SMS Trigger

15. Select the Twilio adapter. Choices will be limited to SMS adapters only.

16. Click Create Trigger

17. Click Launch

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