SMS Marketing Strategy
One-way SMS marketing via Twilio, integrated with GoHighLevel, offers a low-cost, high-engagement channel well-suited to flash sales, promos, and time-sensitive offers. This article captures the platform rationale, cost model, list-building tactics, segmentation approach, and KPIs established during initial strategy discussions.
First applied: [1] (approved 2025-11-24 for a 6-month trial)
Why SMS
- Higher open rates than email — texts are read faster and feel more personal
- Lower production barrier — short copy, quick turnaround
- Speed to audience — messages land and get read within minutes, ideal for flash sales
- Pay-as-you-go cost model — no spend in quiet months
Platform: Twilio + GoHighLevel
Twilio is the recommended SMS provider based on direct experience. Key reasons:
- Seamless integration with GoHighLevel, keeping email and SMS in one platform
- Pay-as-you-go pricing: $0.0083 per outbound message (one-way marketing)
- Two-way messaging available at higher cost — recommended to start one-way and evaluate
Setup note: Twilio requires a billing card at account creation. Coordinate with the client to provide payment details before setup begins.
One-Way vs. Two-Way
| Mode | Use Case | Cost |
|---|---|---|
| One-way (outbound only) | Promos, flash sales, announcements | ~$0.0083/msg |
| Two-way (conversational) | Service scheduling, customer replies | Higher (evaluate later) |
Recommendation: Start with one-way for marketing. Revisit two-way if service-center use cases (e.g., tune-up reminders, storage confirmations) justify the added cost.
List-Building Tactics
Website
- Footer opt-in: "Sign up for exclusive deals via text"
- Pop-up with incentive: 10–15% discount for SMS sign-up
- Add SMS opt-in field to all existing forms (contact form, landing pages, Google Ads forms)
In-Store
- QR code flyers placed at key locations — customers scan to opt in
- Staff ask at checkout if customers want to be added to the SMS list
Outreach
- Dedicated email campaign announcing the new SMS channel
- Social media posts explaining how to join
- Optional: giveaway (e.g., free accessory) to drive initial sign-ups — confirm prize with client
Segmentation
Segment the list from the start to ensure message relevance and protect deliverability:
| Segment | Description |
|---|---|
| New customers | First-time buyers |
| Past buyers | Returning purchase history |
| Website visitors | Browsed but haven't purchased |
| Service customers | Tune-ups, winter storage, repairs |
Keep service customers in a dedicated segment — their messaging (maintenance reminders, storage availability) differs meaningfully from sales-focused segments.
KPIs
Track the following once campaigns are live:
- Subscriber growth — is the list growing at a healthy rate?
- Click-through rate (CTR) — are recipients engaging with links?
- Opt-out rate — high stop-rates signal irrelevant content or over-messaging
Review KPIs at the 6-month trial checkpoint to decide whether to continue, expand, or adjust.
Implementation Timeline (Reference)
| Milestone | Estimated Time |
|---|---|
| Twilio account setup + segmentation defined | ~1 month |
| In-store QR flyers created | Within same month |
| Website pop-up + form opt-ins added | ~2 weeks after setup |
| First campaigns and giveaway details | After above complete |
Related
- [1]
- [2]
- [3]