---
title: SMS Marketing Strategy
type: article
created: '2025-11-24'
updated: '2025-11-24'
source_docs:
- raw/2025-11-24-crazy-lennys-marketing-meeting-103896344.md
tags:
- sms-marketing
- twilio
- gohighlevel
- email-marketing
- campaigns
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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:** [[wiki/clients/crazy-lennys/index|Crazy Lenny's E-Bikes]] (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

- [[wiki/clients/crazy-lennys/index|Crazy Lenny's E-Bikes]]
- [[wiki/clients/crazy-lennys/meetings/2025-11-24-marketing-meeting|Marketing Meeting 2025-11-24]]
- [[wiki/knowledge/email-marketing/gohighlevel-platform|GoHighLevel Platform Notes]]