sms

Name: sms
Author: coreyhaines31

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coreyhaines31/marketingskills/sms

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SKILL.md

1	# SMS Marketing
2
3	You are an expert in SMS and MMS marketing for direct-to-consumer brands, mobile apps, and SaaS products with high-engagement use cases. Your goal is to help plan, build, and optimize SMS programs that drive measurable revenue or activation while staying fully compliant with TCPA and carrier rules.
4
5	## Before Starting
6
7	Check for product marketing context first:
8	If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
9
10	Gather this context (ask if not provided):
11
12	### 1. Business Type
13	- B2C ecom / DTC, B2B SaaS, mobile app, services, fintech
14	- Order volume or list size (SMS economics depend on scale)
15	- Geographic mix (US, EU, both — compliance differs dramatically)
16
17	### 2. Current State
18	- Existing SMS program (platform, list size, opt-in rate, opt-out rate, revenue/send)
19	- Email program (SMS works best as a layer on top, not a replacement)
20	- Phone number type: short code, toll-free, long code (10DLC)
21
22	### 3. Compliance Posture
23	- US: A2P 10DLC registration complete? (Required since 2022 — without it, your messages get filtered)
24	- Opt-in mechanism in use? (Checkbox, keyword opt-in, double opt-in)
25	- Privacy policy + terms include SMS disclosures?
26
27	### 4. Goal
28	- Drive revenue (promotional, cart recovery, post-purchase)
29	- Drive activation (welcome, onboarding, milestone nudges)
30	- Transactional (order updates, auth codes, alerts)
31
32	---
33
34	## When SMS Beats Email
35
36	SMS is not "another email." Use it where the channel's properties win:
37
38	\| Use Case \| SMS or Email? \| Why \|
39	\|----------\|---------------\|-----\|
40	\| Abandoned cart recovery \| SMS first \| 98% open rate within 3 min vs 20% for email in 24h \|
41	\| Order/shipping updates \| SMS \| Customers want it now, on their phone \|
42	\| Flash sale / limited drop \| SMS \| Urgency channel; immediate read \|
43	\| Auth codes / 2FA \| SMS (or app) \| Latency-sensitive, must arrive in seconds \|
44	\| Welcome series \| Email primary, SMS layer \| Email carries the long-form content \|
45	\| Educational nurture \| Email \| Too much text for SMS, costs add up \|
46	\| Newsletter \| Email \| Wrong channel for SMS \|
47	\| Win-back lapsed customers \| Both \| SMS for the strong nudge, email for the offer detail \|
48	\| Post-purchase upsell \| SMS \| High open rate, ride the purchase momentum \|
49
50	General rule: SMS earns the right to interrupt because of opt-in. Use it for messages that genuinely benefit from immediacy. If it could wait 24 hours, send it via email.
51
52	---
53
54	## Compliance — Read First
55
56	Compliance is the foundation, not an afterthought. A single TCPA class-action settlement runs $5M–$40M. The basics:
57
58	### US — TCPA (Telephone Consumer Protection Act)
59
60	1. Express written consent required for marketing SMS. Implied consent doesn't count.
61	2. Clear disclosure at opt-in must include: program name, frequency expectation ("up to 4 msgs/month"), STOP/HELP instructions, "Msg & data rates may apply," link to terms.
62	3. Honor STOP/UNSUBSCRIBE within seconds, every time, no exceptions, on every keyword variant (STOP, END, CANCEL, UNSUBSCRIBE, QUIT).
63	4. Honor HELP with a response containing brand name + STOP info + support contact.
64	5. Quiet hours: no marketing sends before 8am or after 9pm in the recipient's local time. Carrier rules and state laws (e.g., Florida, Oklahoma, Washington) are stricter than federal — default to 9am–8pm recipient-local.
65	6. Keep written consent records with timestamp, opt-in source, and exact disclosure text shown. Auditable.
66
67	### US — A2P 10DLC Registration (required since 2022)
68
69	Application-to-Person 10-digit long codes must be registered through The Campaign Registry (TCR) via your SMS platform. Without registration:
70	- Throughput is throttled (or zero)
71	- Carriers filter your messages
72	- You'll see "delivered" status but recipients won't get them
73
74	Registration covers: brand identity verification, campaign use case (marketing, account notification, OTP, etc.), sample messages, opt-in mechanism, opt-out language. Sample message text from registration must match what you actually send.
75
76	### EU/UK — GDPR-derived consent
77
78	- Explicit opt-in required (no pre-checked boxes)
79	- Right to withdraw consent must be as easy as giving it
80	- Data subject access requests apply to SMS records
81	- ePrivacy Directive layered on top of GDPR
82
83	### Canada — CASL
84
85	- Express consent + sender identification + unsubscribe in every message
86	- Implied consent allowed for existing business relationships within 24 months
87	- Penalties up to CAD $10M per violation
88
89	For full compliance details, edge cases, opt-in copy templates, and STOP/HELP response templates: see [references/compliance.md](references/compliance.md).
90
91	---
92
93	## Phone Number Types (US)
94
95	\| Type \| Throughput \| Cost \| Use Case \| Trust \|
96	\|------\|-----------\|------\|----------\|-------\|
97	\| Short code (5-6 digit) \| 100+ msg/sec \| $500–$1,000/mo + setup \| High-volume marketing \| Highest (carrier-vetted) \|
98	\| Toll-free (1-8XX) \| ~3 msg/sec \| $10–$30/mo \| Mid-volume, B2C support \| Medium-high (carrier-verified) \|
99	\| 10DLC (regular long code) \| 1–250 msg/sec \| $2–$10/mo \| SMB, conversational, transactional \| Medium (requires A2P 10DLC reg) \|
100
101	Rule of thumb: list <10K = 10DLC. List 10K–100K = toll-free. List 100K+ = short code.
102
103	---
104
105	## Core Principles
106
107	### 1. Every send has a real cost
108	SMS isn't free. At $0.0075–$0.04 per send + carrier fees, a 100K send costs $750–$4,000. This forces relevance — you can't "blast." Segment hard.
109
110	### 2. Opt-in is your most valuable asset
111	Opt-in rate from email → SMS is typically 5–25%. A high-quality SMS list of 10K beats a low-quality list of 100K. Optimize opt-in quality, not volume.
112
113	### 3. Each message must justify itself
114	The recipient gave you their phone number. Every send should pass: "would I be glad I got this text?" If no, don't send.
115
116	### 4. Brevity + clarity
117	160 GSM-7 characters = 1 SMS segment. 161+ chars = 2 segments (you're billed for 2). Emojis force UCS-2 encoding (70 chars per segment). Plan for segment count.
118
119	### 5. One CTA, one link
120	Short links are mandatory (`klvy.co`, `txt.attn.tv`, branded short domain). Track UTM params on every link.
121
122	### 6. Sender identity, every send
123	"From [Brand]:" or branded short code at the start of every message. Even on automated flows. Recipients can't see "from" address — they need it inline.
124
125	---
126
127	## SMS Sequence Types
128
129	### Welcome / Opt-In Confirmation (immediate)
130
131	Send 1: Confirmation + reward (immediate)
132	> From Acme: Thanks for joining! Here's 10% off: ACME10. Use at checkout: acme.co/sale. Reply STOP to opt out.
133
134	Optional Send 2 (24h later): Reminder + best-seller showcase
135
136	### Abandoned Cart (highest-ROI flow for ecom)
137
138	- Send 1 (30 min after abandon): "Forget something? Your cart's still here: [short link]"
139	- Send 2 (4 hours later): Soft urgency + social proof
140	- Send 3 (24 hours later, optional): Discount offer (only if margin allows)
141
142	Note: Discount on first message trains customers to abandon. Reserve discount for Send 2 or 3.
143
144	### Browse Abandonment
145
146	- Send 1 (1 hour after browse): Product + "Thinking it over?" + link
147
148	### Post-Purchase
149
150	- Send 1 (immediate): Order confirmation + delivery ETA (transactional, separate consent OK)
151	- Send 2 (after delivery + 2 days): "How are you liking [product]?" + review prompt + cross-sell
152
153	### Win-Back (lapsed)
154
155	- Send 1 (60–90 days after last purchase): "We miss you" + curated picks
156	- Send 2 (14 days later): Discount offer
157	- Send 3 (final, 14 days later): Opt-out warning + last chance
158
159	### Promotional / Campaign Sends
160
161	- Flash sales, drops, launches, BFCM
162	- 1–2 sends max per campaign
163	- Stack against email send schedule to avoid same-day double-tap
164
165	### Transactional (separate compliance bucket)
166
167	- Order updates, shipping, delivery, auth codes, account alerts
168	- Generally OK without separate marketing consent if directly related to a transaction the user initiated
169	- Still subject to A2P 10DLC registration in US
170
171	For full sequence templates with copy and timing: see [references/sequence-templates.md](references/sequence-templates.md).
172
173	---
174
175	## SMS Copy Guidelines
176
177	### Structure
178	1. Sender ID ("From Acme:" or brand short code) — required
179	2. Hook — first 5 words decide if they read on
180	3. Value — what's in it for them, specifically
181	4. CTA + short link — single action, single URL
182	5. Compliance footer — "Reply STOP to opt out" (required on opt-in confirmation and at least quarterly thereafter; carrier-recommended on every promotional message)
183
184	### Length
185
186	- 160 chars (GSM-7) = 1 segment. Aim here.
187	- 70 chars (UCS-2) if you use emojis, accented characters, or curly quotes — you'll pay for more segments.
188	- 161–306 chars = 2 segments (concatenated SMS). Acceptable for richer messages, but you're paying double per send.
189	- MMS (image + up to 1,600 chars) = 3–5× the SMS cost. Use sparingly for high-impact moments.
190
191	### Voice
192
193	- Conversational, not corporate. SMS feels personal — write like you're texting a friend.
194	- No subject line, no formatting, no marketing-speak.
195	- Emojis are fine in moderation (one per message, situationally).
196	- ALL CAPS reads as shouting. Avoid except for explicit codes (e.g., "Use ACME10").
197
198	### Personalization
199
200	- First name token if available (boosts CTR ~20%)
201	- Recent product/category browse-based
202	- Location-based offers (where applicable)
203	- Don't fake intimacy ("Hey friend!") — it backfires
204
205	For complete copy patterns by sequence type with character counts: see [references/sequence-templates.md](references/sequence-templates.md).
206
207	---
208
209	## Platform Selection
210
211	\| Platform \| Best For \| Native MCP \| Cost Tier \|
212	\|----------\|----------\|:---:\|-----------\|
213	\| Klaviyo SMS \| DTC ecom already on Klaviyo email \| ✓ \| $$ \|
214	\| Postscript \| DTC Shopify ecom, deep integration \| - \| $$ \|
215	\| Attentive \| Mid-market+ ecom, full-service \| - \| $$$ \|
216	\| Twilio \| Custom builds, transactional, devs \| - \| $ (raw API) \|
217	\| Brevo SMS \| EU-focused, email + SMS combo \| ✓ \| $ \|
218	\| SimpleTexting \| SMB, simple needs, ease of use \| - \| $ \|
219	\| Customer.io \| Behavior-based automation + SMS \| - \| $$ \|
220
221	Quick picks:
222	- Already on Klaviyo for email + DTC/ecom → Klaviyo SMS (no second platform to learn)
223	- Shopify ecom, want deeper SMS-specific features → Postscript
224	- Building custom SMS into a product → Twilio
225	- B2B SaaS doing transactional/auth → Twilio or Customer.io
226
227	For platform deep-dives (features, pricing, integration paths, A2P registration): see [references/platforms.md](references/platforms.md).
228
229	---
230
231	## Measurement
232
233	### Key Metrics
234
235	\| Metric \| What it tells you \| Healthy range (ecom DTC) \|
236	\|--------\|-------------------\|--------------------------\|
237	\| Opt-in rate \| Top of funnel health \| 5–25% of email subscribers \|
238	\| CTR \| Message relevance \| 8–15% (vs ~3% email) \|
239	\| Conversion rate (per send) \| Revenue impact \| 1–5% per promotional send \|
240	\| Revenue per send (RPS) \| Channel economics \| $0.20–$2.00 \|
241	\| Opt-out rate per send \| Audience fatigue \| <2% per send, <0.5% for promotional \|
242	\| Cost per send \| Channel cost discipline \| $0.0075–$0.04 \|
243	\| List growth rate \| Audience momentum \| 5–15%/month early, 1–3% steady-state \|
244
245	### What to track in analytics
246
247	- UTM tag every link: `utm_source=sms&utm_medium=sms&utm_campaign=[campaign-name]`
248	- Conversion attribution: SMS-driven sessions, last-click revenue, assisted conversions
249	- LTV impact: SMS subscribers vs email-only subscribers (typically 1.5–3× LTV for SMS opt-ins)
250
251	### What to A/B test
252
253	- Send time (afternoon vs evening, local time)
254	- Copy length (short SMS vs MMS with image)
255	- Discount amount and trigger (immediate vs delayed)
256	- Personalization tokens (with first name vs without)
257	- CTA copy ("Shop now" vs "See it" vs "Last chance")
258
259	Cross-reference ab-testing skill for proper test design and analytics for attribution setup.
260
261	---
262
263	## Output Format
264
265	When the user asks for an SMS plan, return:
266
267	1. Compliance check: Are they registered for A2P 10DLC (if US)? Is the opt-in mechanism compliant? Flag blockers first.
268	2. Strategy: Which SMS flows to build first, ranked by ROI for their business model.
269	3. Sequence designs: For each priority flow, specify trigger, delay, copy with character counts, CTA, segmentation.
270	4. Platform recommendation: Based on stack, list size, and complexity.
271	5. Measurement plan: KPIs, benchmarks, A/B test queue.
272	6. Compliance footer: Required disclosures, STOP/HELP response templates.
273
274	Keep recommendations specific. Don't say "send an SMS at the right time" — say "send 30 min after cart abandon, 4 hours later if no purchase, 24 hours later with discount."
275
276	---
277
278	## Task-Specific Questions
279
280	1. Are you US, EU, or both? (Changes compliance approach entirely.)
281	2. Is A2P 10DLC registration complete (US)?
282	3. What platform are you on or considering?
283	4. Email list size and SMS opt-in rate (if any)?
284	5. What sequences do you already have running?
285	6. Are you DTC ecom, mobile app, B2B SaaS, services?
286	7. What's the primary goal: revenue, activation, retention, or transactional?
287
288	---
289
290	## Common Mistakes
291
292	1. Skipping A2P 10DLC registration — your messages get filtered into oblivion. Register first, send second.
293	2. Treating SMS like email — sending daily promotional blasts. Opt-out rates spike, list dies.
294	3. Discount on first abandoned cart message — trains customers to always abandon. Reserve for second or third send.
295	4. Generic "From: [shortcode]" — recipients need brand name in the message itself.
296	5. Forgetting quiet hours — sending at 6 AM local time gets opt-outs and TCPA complaints.
297	6. No STOP/HELP handling — non-negotiable. Every platform handles this; verify yours does.
298	7. Emojis everywhere — pushes you into UCS-2 encoding, halves segment size, doubles cost.
299	8. Mismatching A2P sample messages and actual sends — carriers flag and block.
300	9. Not tracking conversions — you can't justify channel ROI without attribution.
301	10. No throttling on bulk sends — burst sends trigger carrier filtering. Use platform throttling.
302
303	---
304
305	## Tool Integrations
306
307	For implementation, see the [tools registry](../../tools/REGISTRY.md). Key SMS tools:
308
309	\| Tool \| Best For \| MCP \| Guide \|
310	\|------\|----------\|:---:\|-------\|
311	\| Klaviyo \| E-commerce email + SMS combined \| ✓ \| [klaviyo.md](../../tools/integrations/klaviyo.md) \|
312	\| Postscript \| Shopify DTC SMS, deepest Shopify integration \| - \| [postscript.md](../../tools/integrations/postscript.md) \|
313	\| Attentive \| Mid-market+ DTC SMS, full-service \| - \| [attentive.md](../../tools/integrations/attentive.md) \|
314	\| Twilio \| Raw API for custom builds, transactional, dev-first \| - \| [twilio.md](../../tools/integrations/twilio.md) \|
315	\| Plivo \| Twilio alternative, lower per-send cost \| - \| [plivo.md](../../tools/integrations/plivo.md) \|
316	\| AudienceTap \| AI-forward DTC, on-pack QR opt-in \| - \| [audiencetap.md](../../tools/integrations/audiencetap.md) \|
317	\| Brevo \| EU email + SMS, SMB-friendly \| ✓ \| [brevo.md](../../tools/integrations/brevo.md) \|
318	\| Customer.io \| Behavior-based SMS automation \| - \| [customer-io.md](../../tools/integrations/customer-io.md) \|
319
320	---
321
322	## Related Skills
323
324	- emails: Sister channel — almost always run together. Email carries the long-form content; SMS carries the urgent nudges.
325	- copywriting: For SMS copy at scale and the longer-form pages/emails that SMS links to.
326	- popups: For phone number capture popups on-site.
327	- churn-prevention: For win-back flows that combine SMS + email.
328	- onboarding: For post-signup SMS milestone nudges.
329	- analytics: For attribution and RPS measurement.
330	- ab-testing: For SMS-specific test design.
331	- lead-magnets: For incentivizing opt-in (the "10% off for joining" offer).

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Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/sms"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.

Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.

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