Creating an SMS

Use SMS messages to briefly and efficiently communicate with your subscribers, reaching them wherever they are at the reach of their fingertips.

Continue reading this article for in-depth instructions on how to successfully create your first SMS.

If you leave the wizard at any point, your SMS will appear in the Drafts tab.

All changes will be saved automatically.


Create and Send an SMS

1. Head over to the SMS tool. You can do so from the shortcut on the calendar page or from your Tools page.



2. Click Create a New SMS.



3. The conversation wizard will open. Follow the steps on the left side of the screen, and you'll be ready in no time.



Continue scrolling through this article to follow through every step.

Click on a step on the left side navigation to fast-forward.




This is the very first step of the Conversation Wizard. All fields marked with an asterisk (*) are mandatory. Let's get started!



1. Enter the Working name you wish to give this particular SMS. This name is internal.



2. Expand the drop-down menu and select a Section. Once you choose a Section and click next, it will not be possible to change Section for this activity. The Section will determine which consent lists and topics will be available for this activity.



3. Click Next.




SMS Content

At this point, you can create a message for your audience that will spark their interest, or communicate those exciting news you can’t wait for them to hear.


1. Enter a sender name for your SMS.

It must be no longer than 11 characters. The accepted sender name characters are the following: A-Z, a-z, 0-9. Additionally, the sender name may not be only numbers.



2. Write your SMS text in the SMS message field.

You may add links to your SMS as, or 

Ensure that your visitor's browsing data is correctly tracked and saved as an Event in their Profile by only using full links. Profile merge won't take place if the visitor clicks on a shortened link, or any link that will redirect the visitor and not include the GET query parameters. 

The link will be turned into a short link upon sending.



  About SMS Content

Your character limit per SMS is 160 characters. Consider this as an opportunity to be short and sweet. Longer messages will be sent as multiple SMS, and the use of special characters will affect the maximum character count per SMS.

There are a few things to consider if you're new to creating SMS campaigns: head over to our article about Credits and Pricing before you begin.


2. Use Data tags to add a person's details. Read more about attributes...

To insert a data tag, type ## and choose a data tag from the drop-down menu. you may also expand the Data tags drop-down on the bottom left corner of the input field. We support both default and custom attributes.



You can also use system information, or system attributes, to customise your SMS message. The system attributes available today are the unsubscribe link and the sent time in 5 different formats.



 About Data Tags

Wherever a data tag is added, the tag will be replaced with the data that corresponds with the tag. Example: A tag like ##firstname## should look like a recipient’s name when received (e.g. Maria). Consider these depend on what the Admin has decided to track in your Sections...

Regardless of actual length, all data tags will count as 7 characters in the SMS Content step. When your message is ready to be sent, the real character count will be calculated per SMS and the credit price of your SMS sending will change accordingly. The reason for this is that the character count for each individual SMS will inevitably differ, depending on the members of your Audience and their corresponding data.

Data tags are also handy to allow recipients to perform certain actions. For example, recipients must always have the choice to unsubscribe from your SMS communications, so make sure that you always have the ##Unsubscribe## data tag included in your message.




Adjust your SMS Settings before you continue. There you will find Details and Unsubscribe Settings.

Click on Settings in the Bottom bar to review your SMS settings.



Expand an item below to read more:



Here's where you can manage some of the details of your SMS



You may edit the sender name under Sender name.



If you added a link to your SMS, recipients may interact with them, and their interactions will be tracked and stored in APSIS One Profiles. If you untick the Track links box, profiles who click the link in their mobile phone and other corresponding information will not be a part of the SMS Report.



Unsubscribe Settings

Unsubscribe Settings

For all kinds of communications, your subscribers will have the option to opt-out or unsubscribe.

This will happen when they click your unsubscribe link in your SMS. This link will lead them to a landing page where they can confirm their wish to unsubscribe; depending on your options, you will either display a confirmation message or lead them to a page of your choice.



1. Make sure that your ##Unsubscribe## data tag is added into the message.



2. Clicking the unsubscribe link will take them to a landing page, start by entering a headline for that page.



3. Enter the message for your landing page. This message could be a question, asking them whether they are sure they'd like to unsubscribe or if they're there by mistake.



4. To confirm that they wish to unsubscribe, they will have to click on a button. Enter the text for that button under Button.



5. Let's adjust the confirmation settings.

Click the drop-down menu to choose between Message, to show them a confirmation message, and Redirect Link to take them to another page of your choice. Regardless of the page you choose to redirect them to, clicking the button will effectively unsubscribe them from your SMS communications.



Click on an item below to expand:

Message Confirmation

1. Click the Confirmation type drop down menu and select Message.



2. Enter a message for the landing page under Confirmation message.



Redirect Link Confirmation

1. Click the Confirmation type drop down menu and select Redirect Link.



2. Enter the URL of that page under Redirect Link.







1. Click Preview on the Bottom bar.



2. You can now see how the SMS will be shown to your recipients!

Valid data tags will show with << instead of ##, and you will see a sample unsubscribe link.

If your data tag is still between ##, go back to the SMS Editor and reinsert the tag by using the drop-down menu.

Click Back on the Bottom bar to head back to the SMS Editor.




Test SMS

1. Click Test in the Bottom bar to test your SMS.



2. Enter the mobile numbers you want to test the SMS on.

The data tags will not show up as intended in the test message, but they will once they reach the real recipients.



3. Done? Click Send.




  Did you test your unsubscribe link?

It's important to always include an unsubscribe link in your SMS messages. When testing an SMS, you can test the unsubscribe link to make sure that it takes you to the unsubscribe landing page and that your settings are correct.

Feel free to click the unsubscribe link in the SMS, and then the button in the landing page. And don't worry, since it's only a test SMS, no actions will be recorded and nobody will be unsubscribed based on the link in the test SMS.





If your SMS looks good, go ahead and click Next step in the Bottom bar to proceed.




Send to

In this step you will choose the recipients of your SMS.



1. Expand the Consent list and topics drop-down, and hover over a Consent list in the drop-down menu.

You'll see the Topics of each Consent list, click on the Topic(s) you wish to send this SMS to.




Time for some Segmentation! In this step, you will choose the Segments that best describe your desired recipients.

Once added, you can see not only the chosen name for these Segments but the amount of addresses, so you can have a better idea of the people that you’re communicating with.

Click Segmentation to see the available options.



 About Segmentation

A Segment is a number of profiles grouped based on a condition. Segmentation will help you make sure that your messages reach your desired audience. You may do this with profile tags or Segments.

Once you set up your Segmentation preferences for your activity, note that any changes made to the Segment in the Segment Builder will be reflected upon sending. In other words, editing a Segment that is in use in any activities will result in the latest version of the Segment being used by the tool when sending to the recipients.

If you need more information about creating Segments for your campaigns, head over to Creating a Segment. If you want guidance on how to include and exclude existing Segments for your SMS campaign, see Working with Segments.


Included/Excluded Segments

Under Segmentation, click Add included Segment or Add excluded Segment, depending on what you wish to do. You may include and exclude Segments in this step.

Choose a Segment that works for you from the drop-down menu.



Choose if you wish to send to those who match all or any of the Segments by clicking on the drop-down menu.



Filter by Tags

Under Filter by Tags, you may include or exclude profiles who match all or any specific tags. To begin, click Add tag.



Click on the drop-down menu to select a tag.



Then select whether you wish to include or exclude the profiles who match the tag.



Lastly, choose if you wish to send to those who match all or any of the tags by clicking on the drop-down menu.



Click on the x to remove an included or excluded Segment or tag.



Click on Frequency to see the frequency options.

This option allows you to skip sending SMS messages to those profiles that already received an SMS from you recently.



1. Tick the box next to Do not send to profiles who received SMS messages within...

2. Choose the time period you'd like to take into consideration. You have the option to skip profiles who received an SMS within the last 72, 48 and 24 hours, as well as a custom time period.



3. To set up a custom time period, first click Custom.



4. Enter a number and choose between hours and days from the drop-down menu.



Calculate Profiles

The next step is to assess how many profiles will receive this SMS based on your Segmentation preferences.

Profiles with invalid phone numbers, a well as those that have had 3 hard bounces, are removed from all SMS sendouts and therefore not shown in this calculation. Read more about bounces...

1. On the bottom of the conversation, click Calculate now.



2. The number of profiles will be shown. If the number is too low, simply return to your previous settings and make sure they're not too specific.



3. After successfully calculating the profiles, you can click Show profiles to see exactly which profiles will receive your SMS.



4. A list with the profiles that matched your settings will be shown.

Click on an item to jump to a profile in Audience, where you can take a look at their profile data.



5. Adjust your Segmentation settings if necessary, and continue when you feel confident that you've chosen the right recipients from your Audience.



Click Next.



Once you click Next, the following popup will appear if you've included special characters in your SMS. As mentioned, if your message exceeds 160 characters, it will be sent as two or more SMS. The length of each will be diminished due to the link space. Read more...





Super! You've made it this far. It's now time to decide when your SMS is meant to be sent and review the credit cost.



1. Choose a time for your SMS from the drop-down menu.

Choose Send now to send your SMS right at the end of the Wizard, or choose Scheduled to choose a date and time.



2. If you chose Scheduled, pick a date from the calendar.

Use the arrows on the top right of the calendar to scroll between months, and click on a date once you've found it.



3. To see how many credits your sending will cost, click on Calculate now. This process can take a few minutes, since it needs to fetch the data from all the profiles that will receive the SMS.



4. Your credit cost will be displayed. If you need to buy more credits, click on the buy more credits link.



  Questions about credits?

We want this activity to be as smooth as possible, so we created a special section about how SMS credits work, how we calculate the cost, and how the amount of characters affect your SMS message.

Jump over to the About SMS Credits section!


5. Click Next to take a last look at your message details. Almost there!





Congratulations on creating your SMS!

Here at Overview, you get to see how your message will appear to your recipients, your sending preferences and credit cost.


1. Take a last look at your message and the settings.



If you would like to edit it, click SMS on the left hand menu to go back to the SMS creation step.



2. Once you're satisfied, click Send now to send your message or Save as draft to save it and send it later.



You can find your SMS in the Sent tab in the SMS tool, after you click the Send button. Otherwise, if you click Save as draft or leave the wizard, it will be in Drafts.



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