Create an SMS campaign

When sending SMS campaigns, it’s important to ensure that you set up your messages to attribute revenue. This will help you identify how effective your SMS messages are at driving conversions.

You need to include a shortened link to attribute revenue to your SMS messages. There are three types of shortened links you can have in Klaviyo:

• A Klaviyo link, which is the default shortened link that Klaviyo creates on your behalf.
• A branded Klaviyo link, which includes your brand’s prefix at the beginning of the link.
• A branded custom link, which can be customized to look like a regular link to your site.

Note that branded Klaviyo links and branded custom links are only available for paid SMS plans. To set up a branded Klaviyo link or branded custom link, refer to this guide: How to create a branded shortened link for SMS.

Once you get to crafting your SMS messages, you will see a checkbox for Automatically shorten links under the message content field. This option is on by default, so you want to leave it checked to allow your message to be tracked by Klaviyo.

‍

When writing your SMS message, you should lead with short, relevant, and exciting copy that gets subscribers hooked from the very start. It’s important to note that the character count for SMS messages is 160 characters.

Avoid starting your texts with a link to your site, because this can make your message appear like spam to your recipients.

Make sure to also include a clear call to action, followed by a link to where you want your subscribers to go after receiving your message. At the end of your message, it’s best practice to include opt-out instructions so recipients understand how to unsubscribe from your SMS program.

When you tailor messages to your recipients with personal details, the more likely they are to engage and convert. Try collecting profile properties about your subscribers from other places, like your sign-up forms. Choose which profile properties you’d like to set up and collect by considering what information you’d like to use to personalize your messages.

For example, you can address recipients by their first name, their favorite product category they indicated on a sign-up form, and more.

Emojis are special characters you can add to your messages to help reinforce the subject of your text.

It’s important to note the differences in cost to send and character count for emojis and special characters. Sending an SMS message with an emoji lowers your character count from 160 to 70, and while the credit per message stays the same, usually you’ll need to send more messages (and thus use more credits).

For accounts in Klaviyo, we’ve seen that plain-text SMS often either performs better or similarly SMS messages with emojis. Try A/B testing plain-text SMS versus SMS with emojis to see how each version impacts engagement and conversion rates for your brand.