Thinking about sending SMS campaigns for your next product launch, but not sure where to start? You’re not alone. Most tools make it sound easy, but the devil’s in the details—especially if you don’t want to annoy your customers or burn money on pointless texts. This guide is for marketers, product folks, or anyone tasked with making SMS work in Iterable. No fluff—just what you need to get started, avoid rookie mistakes, and actually drive results.
Step 1: Make Sure SMS Is Right for Your Launch
Before you jump into settings and templates, ask: is SMS really a good fit here? It’s direct, yes, but it’s also interruptive and not cheap. SMS works best when:
- You have something genuinely time-sensitive or exciting to share (not just “our catalog is live!”)
- Your audience has opted in and expects texts from you
- You want fast, measurable responses (think: early access, flash sales, event reminders)
Skip SMS if your audience has never heard from you this way, or if your message isn’t urgent or valuable. You’ll just annoy people and eat into your budget.
Step 2: Get the Basics Set Up in Iterable
Assuming you’re set on SMS, here’s what you need to have in place in Iterable:
A. Enable SMS for Your Account
- You can’t just add phone numbers and go. You need to have SMS enabled, which usually means getting your dedicated sending number (short code or toll-free).
- Pro tip: If you’re doing high-volume or want to avoid carrier filtering, go with a short code. It’s more expensive and takes longer to set up, but deliverability is better.
B. Collect Proper Consent
- Legally, you must have explicit consent to text people. Iterable tracks SMS opt-in status, but you need to capture it somewhere—usually with a checkbox on your signup forms or via double opt-in.
- Don’t try to sneak this in; fines for SMS spam are real.
- Update your privacy policy. Seriously, people check.
C. Clean and Map Your Data
- Make sure phone numbers are in E.164 format (e.g., +12223334444) in your contacts database.
- Tag or segment users who’ve opted in for SMS. Don’t mix them with email-only contacts.
Step 3: Build Your Audience Segment
You don’t want to blast your whole list. Here’s how to break it down:
- Start with your SMS opt-ins—that’s non-negotiable.
- Layer on filters like location (if your launch is region-specific), engagement (only people who’ve opened recent emails or texts), or purchase history.
- Try to keep it tight. SMS isn’t for “spray and pray.” Smaller, more engaged groups work better.
What to skip: Don’t bother building hyper-complex segments for a first campaign. You’ll learn more from a simple, clean test.
Step 4: Craft Your Message (Without Annoying People)
Writing SMS is half science, half not-being-a-jerk. Here’s what works:
- Be direct. Get to the point in the first sentence. You’ve got 160 characters—don’t waste them.
- Include a clear call-to-action. Want them to buy? RSVP? Tap a link? Say it outright.
- Personalize if you can (first name, recent purchase), but don’t get creepy.
- Add your brand name so people know it’s legit.
- Include opt-out instructions (“Reply STOP to unsubscribe”)—it’s legally required.
Example:
[Brand] New product drops today! Tap for early access: [shortlink]. Reply STOP to opt out.
What not to do:
- Don’t send multi-part messages—they can get split or mangled.
- Don’t use too many emojis or all caps. It looks spammy.
- Don’t fake urgency (“last chance!”) unless it’s actually true.
Step 5: Set Up the Campaign in Iterable
Now, the hands-on part. Here’s how to launch your SMS campaign inside Iterable:
A. Go to Messaging > Campaigns
- Click “Create New Campaign” and select “SMS” as the channel.
- Name your campaign clearly (e.g., “Spring Launch SMS – Early Access”).
B. Pick Your Audience
- Choose the segment you built in Step 3.
- Double-check: Only SMS opt-ins should be targeted.
C. Write and Test Your Message
- Paste your SMS copy into the editor.
- Use Iterable’s personalization tokens if you want (e.g.,
{{firstName}}). - Send test messages to yourself and a teammate. Check for typos, broken links, and weird formatting.
D. Set Up Scheduling
- Pick your send time. For launches, earlier in the day (but not before 9am local) usually works best.
- Avoid weekends unless your data says otherwise.
- If your launch is truly urgent, consider sending in batches to monitor deliverability.
E. Add Tracking
- Use short, trackable links (Bitly, or Iterable’s built-in link tracking) to measure clicks.
- Set up conversion tracking if you want to see who buys or signs up after clicking.
Step 6: Test, Send, and Watch for Issues
Don’t just hit “Go” and walk away. Here’s what to do:
- Test the full journey: Send to your phone, click the links, make sure landing pages work on mobile.
- Watch for carrier issues: Sometimes, messages get delayed or filtered. If you see lots of “undelivered” statuses, check your content and sender settings.
- Monitor opt-outs: High unsubscribe rates mean your message missed the mark (or your targeting is off).
Pro tip: For your first launch, keep the audience small and gather feedback. You can always scale up if things go smoothly.
Step 7: Analyze Results and Course-Correct
A good SMS launch is about learning, not just blasting. After your campaign:
- Check response metrics: delivery, click-through, conversions, opt-outs.
- Look for timing patterns—did certain hours perform better?
- If something flopped, be honest about why. Did you send too many texts? Was the offer boring? Learn, tweak, and try again.
What to ignore: Vanity numbers like “impressions” or “delivered” don’t matter if nobody clicked or bought.
Step 8: Don’t Overdo It
SMS fatigue is real. Even if your launch goes well, resist the urge to send texts for every update, sale, or feature. Save SMS for when it counts, or people will tune you out (or worse, block you).
Wrap-Up: Keep It Simple, Keep Iterating
SMS can be a powerful way to get attention for your launch—if you use it carefully and keep things relevant. Start with a focused audience, a clear message, and a single, measurable goal. Don’t get lost in fancy features or overthink your first send. Just launch, measure, and improve from there.
One solid, well-timed text beats a dozen forgettable ones. Good luck!