PortfolioAbout This Article
"I want to reach customers who don't open emails" "I want to send birthday messages via SMS too"
By integrating SMS apps with HubSpot, you can expand birthday campaigns to SMS channels in addition to email.
Benefits of SMS Channel
| Metric | SMS | |
|---|---|---|
| Open rate | 20-30% | 90%+ |
| Immediacy | Hours to days | Within minutes |
| Delivery rate | Spam filter risk | Nearly 100% |
| Character limit | Unlimited | ~160 characters |
| Cost | Low | Few cents per message |
When SMS is Effective
- Customers who don't open emails
- Younger demographics (high SMS usage)
- Time-sensitive notices (expiring soon)
HubSpot SMS Integration Methods
Available SMS Apps
| App | Features | Pricing |
|---|---|---|
| Twilio | High flexibility, API integration | Pay per message |
| Sakari | HubSpot-specific design | Monthly + usage |
| Salesmsg | Conversational SMS | Monthly + usage |
| MessageMedia | Global support | Pay per message |
Integration Steps
- Search for app in HubSpot Marketplace
- Install the app
- Configure SMS service account
- Available as workflow action
SMS in Workflows
SMS-Only Delivery
Annual execution on birthday
Phone number exists + SMS consent
"Happy Birthday! Special coupon: BDAY20 https://..."
Email + SMS Combination
Email first
Branch by open status
SMS reminder "Don't forget your birthday offer!"
SMS Message Design
Character Limits
Standard SMS is 160 characters. Longer messages split into multiple parts, increasing cost.
Recommended: Keep within 160 characters
Message Template Examples
Pattern 1: Simple (55 characters)
Happy Birthday! 20% OFF coupon: BDAY20
Pattern 2: With link (65 characters)
Happy Birthday! Get your offer here → https://bit.ly/xxx
Pattern 3: With deadline (60 characters)
Birthday offer ends in 2 days! Use BDAY20 now
Consent Management and Compliance
SMS Consent Collection
SMS marketing requires explicit consent separate from email.
Required:
- SMS consent checkbox
- Clear opt-out method
- Consent record retention
Opt-out Handling
SMS requires handling stop keywords (e.g., STOP).
Note:
- Verify integration app supports opt-out processing
- Update HubSpot property on opt-out
Cost Management
SMS Cost Estimation
| Item | Example Rate | 1000 messages/month |
|---|---|---|
| SMS sending | $0.01-0.02/msg | $10-20 |
| Monthly base fee | $0-50 | $0-50 |
| Total | - | $10-70 |
Cost Optimization
- Target selectively: SMS only to email non-openers
- Optimize length: Keep within single message limit
- Limit frequency: Use only for important campaigns
Effectiveness Measurement
| Metric | Measurement | Target |
|---|---|---|
| Delivery rate | SMS delivery logs | 98%+ |
| Link click rate | Clicks via short URL | 15%+ |
| Conversion rate | Purchases via SMS | 5%+ |
| ROI | (Revenue - Cost) / Cost | 200%+ |
Implementation Steps
Step 1: App Selection
Compare apps based on regional support, cost, and features.
Step 2: Test Delivery
Test SMS delivery with a small internal group.
Step 3: Build Consent Collection
Set up SMS consent collection through forms or account pages.
Step 4: Configure Workflow
Add SMS actions to birthday workflows.
Step 5: Measure and Optimize
Analyze delivery results and optimize message content and timing.
Important Notes
Delivery Time Restrictions
SMS arrives instantly - be mindful of timing.
Recommended:
- Send between 9 AM-9 PM
- Avoid early morning and late night
Frequency Limits
SMS is a direct channel - excessive sending causes irritation.
Recommended:
- Maximum 1-2 per month
- Use only for important notices
Summary
- High open rates: Reach audiences that miss emails
- Consent management required: Collect SMS-specific consent
- Mind character limits: Keep concise within 160 characters
- Combine with email: Use for non-opener follow-up
- Manage costs: Target selectively for efficiency
Adding SMS channels maximizes reach and effectiveness of birthday campaigns.