A professional SMS campaign involves more than the text itself. The recipient basis, sender, timing, character set, links and follow-up all need to work together.
Before you write
Define the purpose and intended recipients. Clean phone numbers, check country codes, remove duplicates and make sure you have a valid basis. Choose a sender setup appropriate to whether recipients need to reply.
While you write
Lead with the important point, identify the sender and use one clear action. Check the character set and number of SMS segments before sending. If you include a link, the destination should be mobile-friendly, recognisable and secure.
After sending
Review technical delivery status and relevant actions without reading more into the data than it supports. Process opt-outs promptly, document what you learned and update the lists before the next campaign.
A final check before delivery
Ask another person to review the purpose, recipient list, sender, timing, link and opt-out. View the message on an actual phone and open the complete customer journey. For larger or important sends, it should also be clear who can stop the campaign if something is wrong.
Portal or API
Use the portal when a person should select recipients, write the content and choose the time. Use the API when a documented event in an existing system should initiate the message. Many organisations combine the approaches: the portal for planned campaigns and the API for confirmations, reminders and alerts.
A relevant next step
Choose the right working method
Compare the portal, API and tools before deciding how SMS should fit in.
