How to trigger personalized sms campaigns from Ortto workflows

If you’ve got a list of customers and you want to send them SMS messages that actually make sense for them—not just generic blasts—this guide’s for you. We’ll walk through how to trigger personalized SMS campaigns from Ortto workflows, without getting lost in the weeds or sidetracked by shiny but useless features. If you’re tired of vague promises and just want to know how to set this up, keep reading.

Why SMS from Ortto Workflows? (And When You Shouldn’t Bother)

A quick reality check: SMS is powerful, but it’s also noisy. People ignore most texts, and if you mess up personalization, you might just annoy your customers. But when it’s done right—right person, right time, right message—it can actually get results.

Ortto (link here) combines customer data, automation, and messaging in one place. If you’re already using Ortto for email or tracking, it’s the logical spot to set up SMS too. If you’re not, or if your SMS use case is super basic (like one-off blasts), you might be better off with a simpler tool.

But if you want to send personalized SMS based on behavior (like abandoned carts or renewal reminders), Ortto’s workflows are worth a look.

What You’ll Need

Before you jump in, make sure you have:

  • An Ortto account (with the right plan—SMS isn’t always on the cheapest tier).
  • A connected SMS provider (Ortto doesn’t send SMS directly; you’ll hook up Twilio or MessageMedia).
  • A verified sending number (this can take time—don’t wait until your campaign is ready).
  • Customer phone numbers in the right format (country code, no weird characters).
  • Clear opt-in/consent from your contacts. Sending SMS without this is asking for trouble (and fines).

Step 1: Connect Your SMS Provider to Ortto

Ortto doesn’t send SMS out of the box—it relies on integrations. Here’s how to hook it up:

  1. Go to Settings > Integrations in Ortto.
  2. Find and connect your SMS provider (usually Twilio or MessageMedia).
  3. You’ll need API keys or auth tokens.
  4. Double-check you’re using the right account and number.
  5. Test the connection. Send yourself a test SMS. If it doesn’t show up, fix it now—don’t wait.

Pro Tip: If you’re new to Twilio, expect a learning curve. Their dashboard isn’t friendly, and you might hit weird errors about phone number permissions or geo-blocking. Google is your friend.

Step 2: Prep Your Audience Data

Personalization is only as good as your data. Here’s what matters:

  • Phone numbers: Must be clean and formatted with country codes (“+1” for US, “+44” for UK, etc.).
  • Custom fields: Want to use names, last purchase, or other details in your SMS? Make sure those fields exist and are filled in.
  • Opt-in status: Track SMS consent separately from email. Regulations are strict, and Ortto won’t do this for you by default.

How to sanity check your data:

  • Export a sample to CSV and scan for missing or weird numbers.
  • Filter for contacts without SMS opt-in and exclude them.
  • Update or fix data before you automate—bad data means embarrassing messages.

Step 3: Build Your Workflow in Ortto

Here’s where the magic happens. In Ortto, “workflows” are automated flows that trigger actions (like sending an SMS) based on rules.

  1. Create a new workflow: Go to “Automations” and hit “New.”
  2. Set your trigger: This could be:
  3. Contact joins a list/segment
  4. Contact performs an action (like clicks an email, abandons a cart, etc.)
  5. A specific date or event happens
  6. Filter your audience: Add conditions so only the right people get the SMS (e.g., “Has purchased in last 30 days”).
  7. Add an action: Send SMS
  8. Choose your SMS provider.
  9. Pick your sending number.
  10. Write your message (see next step for how to make it personal).
  11. Add delays or branches if needed: You can wait a few hours, split based on behavior, or send follow-ups.

What to ignore: Don’t get lost adding too many steps or “just-in-case” branches. Start simple. Only add complexity if you see a reason.

Step 4: Write and Personalize Your SMS Message

Personalization is more than “Hi, {first_name}.” Here’s how to do it well:

  • Use merge fields: Ortto lets you insert any contact field (name, last order, etc.) using curly braces, like {first_name}.
  • Keep it short: SMS has a 160-character limit (including merge fields). Go over, and you’ll send two texts—and pay double.
  • Be clear about who you are: People forget they opted in. “It’s [Your Brand]:” at the start helps.
  • One call-to-action: Want them to click a link, reply, or call? Don’t ask for all three.
  • Test your message: Send it to yourself. Check for broken merge fields (“Hi, {first_name}!” looks terrible if the name is missing).

Example SMS:

Hi {first_name}, it’s Acme Co! Your order {last_order_id} is ready for pickup. Reply YES to confirm or call us at 555-1234.

Pro Tip: Never include sensitive info (like passwords or payment links). SMS isn’t secure.

Step 5: Test Everything (Really)

Don’t trust the preview—test your workflow end-to-end:

  • Use a test contact with all the needed fields filled in.
  • Trigger the workflow manually or with a test event.
  • Check your phone: Did the SMS arrive? Is the sender correct? Does the personalization work?
  • Try edge cases: What happens if a field is blank? If the number’s international? If they’re missing opt-in?

Ortto’s logs are decent, but sometimes errors only show up on your SMS provider’s dashboard. Check both if something’s off.

Step 6: Turn It On and Monitor

Ready to go live? Flip the switch, but don’t walk away.

  • Monitor the first sends: Ortto will show delivery stats, but also check your SMS provider for errors or blocks.
  • Watch for replies: If you ask people to reply, make sure someone’s actually monitoring those responses.
  • Tweak as you go: If you see lots of undelivered messages, check your data. If people complain, fix your copy.

What not to do: Don’t blast your whole list on Day 1. Start with a small segment, see how it goes, and scale up.

Pro Tips & Pitfalls

  • Carrier filtering is real: US carriers block messages that look like spam. If you get lots of “undelivered” messages, your copy might be a problem.
  • Short links: Use a reputable link shortener, or carriers might block your texts.
  • Compliance isn’t optional: Always include opt-out info if required (“Reply STOP to unsubscribe” in the US).
  • Don’t overuse SMS: If you’re sending more than a few messages a month, expect opt-outs (or angry replies).
  • Ignore vanity features: Features like “emoji support” or “rich SMS” sound fun but rarely matter. Focus on deliverability and clarity.

Wrapping Up: Keep It Simple, Iterate Fast

Personalized SMS from Ortto workflows isn’t rocket science, but it is easy to overcomplicate. Start with a small, targeted campaign. Test obsessively. Fix your data and your copy. When in doubt, cut steps—not add them.

Remember, most “advanced” SMS tactics aren’t worth the headache unless you have the basics nailed. Get it working, see how your audience responds, and build from there. If something’s not working, it’s almost always the data or the message—not the tool.

Good luck, and don’t forget: SMS is a privilege, not a right. Use it wisely.