sales-sms-marketing
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ChineseSMS Marketing
SMS营销
Help the user with SMS marketing strategy — from opt-in collection and compliance through campaign design, automation, segmentation, and analytics. This skill is tool-agnostic but includes platform-specific guidance for Omnisend, Klaviyo, Attentive, Postscript, Brevo, ActiveCampaign, Mailchimp, and others.
为用户提供SMS营销策略相关帮助——涵盖从订阅收集、合规到活动设计、自动化、受众分层和数据分析的全流程。本技能不绑定特定工具，但包含Omnisend、Klaviyo、Attentive、Postscript、Brevo、ActiveCampaign、Mailchimp等平台的专属指引。
Step 1 — Gather context
步骤1——收集上下文
Ask the user:
-
What do you need help with?
- A) Strategy — planning an SMS marketing program from scratch
- B) Opt-in collection — building an SMS subscriber list
- C) Compliance — TCPA, GDPR, consent management
- D) Campaign design — what to send, copy, CTAs
- E) Automation — triggered SMS (cart abandonment, welcome, post-purchase)
- F) Segmentation — targeting the right contacts for SMS
- G) Timing & frequency — when and how often to text
- H) Two-way messaging — conversational SMS
- I) Analytics — measuring SMS performance
- J) Tool selection — choosing an SMS marketing platform
- K) Something else — describe it
-
What's your business type?
- A) E-commerce / DTC brand
- B) SaaS / software
- C) Local business / retail
- D) B2B services
- E) Creator / media
- F) Other
-
What platform are you using (or considering)?
- A) Omnisend
- B) Klaviyo
- C) Attentive
- D) Postscript
- E) Brevo
- F) ActiveCampaign
- G) Mailchimp
- H) Not decided yet
- I) Other
If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.
询问用户以下信息：
-
你需要哪方面的帮助？
- A) 策略——从零开始规划SMS营销项目
- B) 订阅收集——搭建SMS订阅用户列表
- C) 合规——TCPA、GDPR、同意权限管理
- D) 活动设计——发送内容、文案、CTA设计
- E) 自动化——触发式SMS（购物车遗弃、新用户欢迎、购后跟进）
- F) 受众分层——为SMS精准匹配目标联系人
- G) 发送时机与频率——何时发送、发送频次设置
- H) 双向消息——对话式SMS
- I) 数据分析——衡量SMS投放效果
- J) 工具选型——选择SMS营销平台
- K) 其他——请描述具体需求
-
你的业务类型是什么？
- A) 电商/DTC品牌
- B) SaaS/软件
- C) 本地商家/线下零售
- D) B2B服务
- E) 创作者/媒体
- F) 其他
-
你正在使用（或考虑使用）什么平台？
- A) Omnisend
- B) Klaviyo
- C) Attentive
- D) Postscript
- E) Brevo
- F) ActiveCampaign
- G) Mailchimp
- H) 尚未决定
- I) 其他
**如果用户的请求已经提供了大部分上下文信息，可以直接跳转到相关步骤。**优先基于合理假设（需明确说明假设内容）给出尽可能完善的解答，最后仅提出1-2个最关键的澄清问题即可。
Step 2 — Strategy and approach
步骤2——策略与方法
When SMS marketing works best
SMS营销的最高价值场景
SMS is highest-value for:
- Time-sensitive offers — flash sales, limited drops, expiring discounts
- Transactional updates — order confirmation, shipping, delivery
- Cart abandonment — 2-3x higher conversion than email for cart recovery
- Welcome offers — immediate discount delivery after opt-in
- VIP/loyalty — exclusive early access for top customers
- Back-in-stock — instant notification for high-demand products
SMS is lowest-value for:
- Long-form content (use email)
- Cold outreach (use email or LinkedIn)
- Non-time-sensitive announcements (use email or push)
- B2B enterprise sales (SMS is primarily B2C/DTC)
SMS在以下场景投入产出比最高：
- 时效敏感的优惠活动——闪购、限量发售、即将过期的折扣
- 交易类通知——订单确认、发货通知、配送提醒
- 购物车遗弃召回——转化率比邮件高2-3倍
- 新用户欢迎优惠——用户订阅后即时发放折扣
- VIP/忠诚度运营——为高价值用户提供专属优先权益
- 补货提醒——高需求商品补货后即时通知用户
SMS营销的最低价值场景：
- 长内容传播（建议使用邮件）
- 冷 outreach（建议使用邮件或LinkedIn）
- 非时效敏感的公告（建议使用邮件或推送通知）
- B2B企业级销售（SMS主要适用于B2C/DTC场景）
SMS vs email — when to use which
SMS与邮件的适用场景对比
| Factor | SMS | |
|---|---|---|
| Open rate | 95-98% | 20-25% |
| Response time | 90 seconds avg | Hours-days |
| Best for | Urgency, time-sensitive, short | Long-form, visual, detailed |
| Cost | $0.01-$0.05/message | $0.001-$0.01/message |
| Opt-in bar | Higher (phone number) | Lower (email address) |
| Unsubscribe risk | Higher per bad message | Lower per bad message |
| Frequency | 4-8x per month max | 2-4x per week |
| 对比维度 | SMS | 邮件 |
|---|---|---|
| 打开率 | 95-98% | 20-25% |
| 响应时间 | 平均90秒 | 数小时到数天 |
| 最适合场景 | 紧急、时效敏感、短内容 | 长内容、可视化、信息丰富的内容 |
| 成本 | 每条0.01-0.05美元 | 每条0.001-0.01美元 |
| 订阅门槛 | 更高（需要手机号） | 更低（仅需要邮箱地址） |
| 单条不良内容带来的退订风险 | 更高 | 更低 |
| 发送频率 | 每月最多4-8次 | 每周2-4次 |
SMS compliance essentials
SMS合规核心要点
TCPA (US):
- Express written consent required — checkbox, popup, or keyword opt-in with clear disclosure
- Quiet hours — no messages before 8 AM or after 9 PM recipient's local time
- Opt-out — must honor STOP/UNSUBSCRIBE immediately, reply confirming removal
- Identification — every message must identify the sender (brand name)
- Penalties — $500-$1,500 per unsolicited message
GDPR (EU/UK):
- Requires explicit consent specifically for SMS marketing
- Right to withdraw consent at any time
- Must state the purpose at opt-in
CTIA (US carrier guidelines):
- Message frequency disclosure at opt-in ("Up to 4 msgs/month")
- "Msg & data rates may apply" disclosure
- Privacy policy link at opt-in
Consent collection best practices:
- Use a dedicated SMS opt-in (don't bundle with email consent)
- Multi-step popup: collect email first, then ask for phone number with clear SMS disclosure
- Keyword opt-in: "Text JOIN to 55555" (for in-store, packaging, ads)
- Checkout opt-in: checkbox during purchase (high-intent, high conversion)
- Double opt-in: send confirmation SMS ("Reply YES to confirm") — reduces complaints
TCPA（美国）：
- 要求明确的书面同意——勾选框、弹窗或关键词订阅，同时附带清晰的信息披露
- 静默时段要求——收件人当地时间早8点前、晚9点后不得发送消息
- 退订规则——必须即时响应STOP/UNSUBSCRIBE退订请求，回复退订确认通知
- 身份标识——每条消息必须标明发送方（品牌名）
- 违规处罚——每条未经许可的消息罚款500-1500美元
GDPR（欧盟/英国）：
- 要求用户明确同意接收SMS营销内容
- 用户有权随时撤回同意
- 订阅阶段必须明确说明消息发送目的
CTIA（美国运营商指南）：
- 订阅阶段披露消息发送频率（例如"每月最多发送4条消息"）
- 披露"可能产生短信和流量费用"
- 订阅阶段提供隐私政策链接
同意收集最佳实践：
- 使用独立的SMS订阅入口（不要和邮件订阅捆绑）
- 多步骤弹窗：先收集邮箱，再询问手机号，同时附带清晰的SMS服务说明
- 关键词订阅："发送JOIN到55555"（适用于线下门店、商品包装、广告场景）
- 结账页订阅：下单过程中的勾选框（用户意愿强、转化率高）
- 双重确认订阅：发送确认SMS（"回复YES确认订阅"）——减少投诉率
Campaign types and when to use them
活动类型及适用场景
| Campaign Type | Trigger | Example | Frequency |
|---|---|---|---|
| Welcome | New SMS opt-in | "Thanks for joining! Here's 10% off: [link]" | Once |
| Flash sale | Manual / scheduled | "4-HOUR FLASH: 30% off everything. Shop now: [link]" | 1-2x/month |
| Cart abandonment | Cart created, not purchased | "You left something behind! Complete your order: [link]" | Per event |
| Back-in-stock | Product restocked | "Good news — [product] is back! Grab it: [link]" | Per event |
| Order updates | Order placed/shipped/delivered | "Your order shipped! Track it: [link]" | Per event |
| Post-purchase | X days after purchase | "How's your [product]? Leave a review: [link]" | Per order |
| Win-back | No purchase in 60-90 days | "We miss you! Here's 20% off your next order: [link]" | 1x per cycle |
| VIP/loyalty | Segment-based | "VIP early access: New collection drops in 1 hour: [link]" | 2-4x/month |
| Birthday | Date-based | "Happy birthday! Enjoy 25% off today only: [link]" | 1x/year |
| 活动类型 | 触发条件 | 示例 | 发送频率 |
|---|---|---|---|
| 新用户欢迎 | 新用户完成SMS订阅 | "感谢订阅！10%折扣码请查收：[链接]" | 仅发送1次 |
| 闪购活动 | 手动/定时触发 | "4小时闪购：全场30% off，立即选购：[链接]" | 每月1-2次 |
| 购物车遗弃召回 | 用户创建购物车但未完成下单 | "你还有商品未结算！完成订单：[链接]" | 事件触发 |
| 补货提醒 | 商品补货上架 | "好消息——[商品名]补货啦！立即抢购：[链接]" | 事件触发 |
| 订单更新 | 订单下单/发货/配送完成 | "你的订单已发货！查看物流：[链接]" | 事件触发 |
| 购后跟进 | 用户收货后X天 | "你购买的[商品名]使用体验如何？留下评价：[链接]" | 每订单1次 |
| 用户召回 | 60-90天无购买行为 | "我们想你啦！下次下单享20% off：[链接]" | 每个周期1次 |
| VIP/忠诚度活动 | 基于受众分层触发 | "VIP优先入场：新系列1小时后开售：[链接]" | 每月2-4次 |
| 生日福利 | 基于用户生日日期触发 | "生日快乐！今日专属25% off：[链接]" | 每年1次 |
SMS copy best practices
SMS文案最佳实践
- Lead with value — the offer or news, not the brand name
- Keep it short — 160 characters (1 segment) is ideal. Over 160 splits into 2+ segments at higher cost.
- One CTA — single link, single action
- Urgency when real — "Today only," "Ends at midnight" (never fake urgency)
- Personalize — first name, product name, order number
- Avoid ALL CAPS — looks spammy, triggers carrier filtering
- Use MMS for visual products — product images in MMS get 15-20% higher CTR
- Include opt-out — "Reply STOP to unsubscribe" (required by TCPA)
- 开头直接讲价值——先放优惠或核心信息，不要先放品牌名
- 保持简短——理想长度是160字符（1条分段），超过160字符会拆分为2条及以上分段，成本更高
- 单个CTA——单链接、单动作要求
- 真实的紧迫感——使用"仅限今日"、"午夜截止"（不要使用虚假的紧迫感）
- 个性化——插入用户名字、商品名、订单号等信息
- 避免全大写——看起来像垃圾信息，容易触发运营商过滤
- 可视化商品使用MMS——带产品图片的MMS点击率高15-20%
- 包含退订提示——"回复STOP退订"（TCPA强制要求）
Character encoding matters
字符编码注意事项
- GSM-7 encoding: 160 characters per segment — standard Latin alphabet, numbers, basic punctuation
- Unicode (UCS-2): 70 characters per segment — triggered by emojis, accented characters, non-Latin scripts
- Impact: One emoji in a 150-character message turns it from 1 segment ($0.01) into 3 segments ($0.03)
- Rule: Use emojis sparingly and know the cost. Many brands skip emojis entirely in SMS.
- GSM-7编码：每条分段最多160字符——支持标准拉丁字母、数字、基础标点符号
- Unicode（UCS-2）编码：每条分段最多70字符——使用表情符号、重音字符、非拉丁文字时会触发该编码
- 影响：150字符的消息里加入1个表情符号，就会从1条分段（0.01美元）变成3条分段（0.03美元）
- 原则：谨慎使用表情符号，提前了解成本，很多品牌在SMS中完全不使用表情符号
Step 3 — Platform-specific guidance
步骤3——平台专属指引
In Omnisend
Omnisend平台
- SMS as part of omnichannel: SMS, email, and web push in one platform — mix channels in automation workflows
- SMS credits: Pro plan includes credits; Standard plan requires paid add-on. Credits vary by country (US: ~$0.015/SMS, UK: ~$0.04/SMS)
- Opt-in collection: Multi-step popups (email → SMS), checkout opt-in, keyword opt-in
- Automation: SMS as a step in any workflow — cart abandonment, welcome, post-purchase, browse abandonment
- Two-way SMS: Contacts can reply; replies visible in Omnisend
- MMS: Supported — include images for product-focused messages
- Compliance: Built-in quiet hours, STOP keyword handling, consent tracking
- Best for: E-commerce brands on Shopify/WooCommerce who want email + SMS in one affordable platform
- Platform skill:
/sales-omnisend
- 全渠道整合SMS：同一平台支持SMS、邮件、网页推送，可在自动化工作流中混合使用多个渠道
- SMS额度：专业版计划包含额度；标准版计划需要额外付费购买。额度价格因国家而异（美国：约0.015美元/条，英国：约0.04美元/条）
- 订阅收集：多步骤弹窗（邮箱→SMS）、结账页订阅、关键词订阅
- 自动化：SMS可作为任意工作流的步骤——购物车遗弃、新用户欢迎、购后跟进、浏览遗弃
- 双向SMS：联系人可回复，回复内容可在Omnisend中查看
- MMS支持：支持在产品导向的消息中插入图片
- 合规支持：内置静默时段设置、STOP关键词自动处理、同意记录跟踪
- 适用场景：使用Shopify/WooCommerce的电商品牌，希望用一个高性价比平台同时管理邮件+SMS
- 平台专属技能：
/sales-omnisend
In Klaviyo
Klaviyo平台
- SMS as a Flow step: Add SMS/MMS steps to any Klaviyo Flow alongside email
- Smart Sending: Frequency cap prevents over-messaging across channels
- Segmentation: Use Klaviyo's predictive analytics (CLV, churn risk) to target SMS to highest-value contacts
- Compliance: Built-in TCPA compliance, quiet hours, double opt-in option
- SMS attribution: Revenue attribution per SMS message
- Cost: SMS included in Email + SMS plan ($35/mo for 500 profiles). Per-message cost on top.
- Best for: E-commerce brands (especially Shopify) already using Klaviyo for email who want to add SMS
- Platform skill:
/sales-klaviyo
- SMS作为Flow步骤：可在任意Klaviyo Flow中 alongside 邮件添加SMS/MMS步骤
- 智能发送：频率限制功能避免跨渠道过度触达用户
- 受众分层：使用Klaviyo的预测分析（CLV、流失风险）将SMS精准推送给高价值联系人
- 合规支持：内置TCPA合规、静默时段设置、双重确认订阅选项
- SMS归因：支持单条SMS消息的收入归因
- 成本：邮件+SMS套餐包含SMS权益（500个联系人每月35美元），超出部分按条计费
- 适用场景：已经使用Klaviyo做邮件营销的电商品牌（尤其是Shopify商家），希望新增SMS渠道
- 平台专属技能：
/sales-klaviyo
In Attentive
Attentive平台
- SMS-first platform: Purpose-built for SMS marketing (not email-first with SMS added on)
- Two-way conversations: Advanced conversational SMS with AI-powered responses
- Subscriber growth tools: Text-to-join, QR codes, social opt-in, checkout opt-in
- Compliance: Industry-leading TCPA compliance — built-in legal review of SMS content
- Integrations: Shopify, Salesforce Commerce Cloud, BigCommerce, Magento
- Cost: Enterprise pricing — contact for quote. Best for mid-market+ brands
- Best for: Brands where SMS is a primary revenue channel (fashion, beauty, food, beverage)
- SMS优先平台：专为SMS营销打造（而非在邮件工具基础上附加SMS功能）
- 双向对话：高级对话式SMS，支持AI自动回复
- 订阅增长工具：短信入会、二维码、社交平台订阅、结账页订阅
- 合规支持：行业领先的TCPA合规能力——内置SMS内容法律审核
- 集成能力：支持Shopify、Salesforce Commerce Cloud、BigCommerce、Magento
- 成本：企业级定价——需联系销售报价，适合中型及以上品牌
- 适用场景：SMS作为核心收入渠道的品牌（时尚、美妆、食品、饮料行业）
In Postscript
Postscript平台
- Shopify-native: Deep Shopify integration — purpose-built for Shopify stores
- Revenue attribution: Track revenue per SMS message and automation
- Subscriber growth: Popups, keywords, checkout, QR codes
- Automation: Cart abandonment, browse abandonment, welcome, post-purchase, win-back
- Cost: Free plan (up to 25 subscribers), Growth from $25/mo + per-message
- Best for: Shopify-only stores that want a dedicated SMS tool separate from their email platform
- Shopify原生工具：深度整合Shopify，专为Shopify店铺打造
- 收入归因：支持单条SMS消息和自动化流程的收入追踪
- 订阅增长：弹窗、关键词、结账页、二维码
- 自动化：购物车遗弃、浏览遗弃、新用户欢迎、购后跟进、用户召回
- 成本：免费版（最多25个订阅用户），增长版每月25美元起+按条计费
- 适用场景：仅使用Shopify的商家，希望使用和邮件平台独立的专属SMS工具
In Brevo
Brevo平台
- Multi-channel: SMS alongside email, WhatsApp, push in one workflow
- Credits-based: Buy SMS credits separately. Per-message cost varies by country.
- Sender ID: Customizable sender name/number (varies by country regulation)
- Automation: SMS as a step in Brevo's Journey workflows
- Transactional SMS: API for order confirmations, OTP, password resets
- Best for: Teams already on Brevo who want SMS without adding another vendor
- Platform skill:
/sales-brevo
- 多渠道能力：可在同一工作流中同时使用SMS、邮件、WhatsApp、推送通知
- 额度制计费：单独购买SMS额度，单条成本因国家而异
- 发送方ID：支持自定义发送方名称/号码（具体规则因各国监管要求而异）
- 自动化：SMS可作为Brevo Journey工作流的步骤
- 交易类SMS：提供API发送订单确认、OTP、密码重置通知
- 适用场景：已经使用Brevo的团队，无需新增供应商即可使用SMS功能
- 平台专属技能：
/sales-brevo
In ActiveCampaign
ActiveCampaign平台
- SMS in automations: Send SMS as automation workflow steps alongside email
- Two-way SMS: Receive replies and trigger automations from SMS responses
- Compliance: Built-in opt-out management
- Limitation: SMS is not available in all countries. Check ActiveCampaign's SMS country list.
- Best for: Teams already on ActiveCampaign who want basic SMS automation
- Platform skill:
/sales-activecampaign
- 自动化中的SMS能力：可在自动化工作流中 alongside 邮件发送SMS
- 双向SMS：可接收用户回复，并基于SMS回复触发自动化流程
- 合规支持：内置退订管理
- 限制：并非所有国家都支持SMS服务，请查看ActiveCampaign的SMS支持国家列表
- 适用场景：已经使用ActiveCampaign的团队，需要基础的SMS自动化能力
- 平台专属技能：
/sales-activecampaign
In Mailchimp
Mailchimp平台
- SMS Marketing: Add-on for paid plans ($20/1,000 credits)
- 37 countries supported: Check Mailchimp's country availability list
- Customer Journeys: SMS as a step in Customer Journey Builder automations
- Limitation: Newer SMS product — less mature than Klaviyo/Attentive/Omnisend for SMS
- Best for: Teams already on Mailchimp who want basic SMS without switching platforms
- Platform skill:
/sales-mailchimp
- SMS营销功能：付费计划的附加功能（1000额度20美元）
- 支持37个国家：请查看Mailchimp的SMS服务可用国家列表
- 客户旅程：SMS可作为客户旅程构建器自动化的步骤
- 限制：SMS产品上线时间较短，相较于Klaviyo/Attentive/Omnisend的SMS能力成熟度更低
- 适用场景：已经使用Mailchimp的团队，无需切换平台即可使用基础SMS功能
- 平台专属技能：
/sales-mailchimp
In SendPulse
SendPulse平台
- Bulk SMS campaigns: Send personalized bulk SMS with merge fields (name, order details, custom variables)
- Automation 360: Trigger SMS from email events, chatbot events, CRM actions, and custom events — SMS lives alongside email, push, and chatbot in one automation flow
- Sender ID registration: Register a branded sender ID for recipient trust (availability varies by country regulation)
- Contacts management: Import/manage SMS contacts, maintain a blacklist, segment by engagement
- API: (single/bulk),
POST /sms/send(list campaigns),GET /sms/campaigns(add contacts) — full programmatic controlPOST /sms/contacts/add - Delivery reports and analytics: Per-campaign delivery, click, and cost reporting
- 200+ countries supported: Wide international reach — check per-country rates before sending
- Pay-per-message pricing: No monthly SMS fee — you only pay per message sent, making it cost-effective for lower-volume or bursty senders
- Best for: Teams already using SendPulse for email/chatbots who want to add SMS without a new vendor, or businesses needing affordable international SMS
- Platform skill:
/sales-sendpulse
- 批量SMS活动：支持发送带合并字段（姓名、订单详情、自定义变量）的个性化批量SMS
- Automation 360：可基于邮件事件、聊天机器人事件、CRM动作、自定义事件触发SMS——SMS可在同一自动化流中 alongside 邮件、推送、聊天机器人使用
- 发送方ID注册：可注册品牌发送方ID提升用户信任度（可用性因各国监管要求而异）
- 联系人管理：导入/管理SMS联系人、维护黑名单、按 engagement 分层
- API：（单条/批量发送）、
POST /sms/send（查询活动列表）、GET /sms/campaigns（添加联系人）——支持完整的程序化控制POST /sms/contacts/add - 送达报告和分析：提供单活动的送达、点击、成本报告
- 支持200+国家：覆盖广泛的国际区域——发送前请查询各国费率
- 按条付费定价：无月度SMS费用，仅按实际发送条数付费，对于低发送量或峰值发送的用户性价比更高
- 适用场景：已经使用SendPulse做邮件/聊天机器人的团队，无需新增供应商即可使用SMS功能，或者需要高性价比国际SMS服务的企业
- 平台专属技能：
/sales-sendpulse
Step 4 — Actionable guidance
步骤4——可落地指引
SMS program launch checklist
SMS项目启动检查清单
- Set up compliance — configure quiet hours, opt-out handling, sender identification
- Create opt-in forms — multi-step popup (email → SMS), checkout checkbox, keyword opt-in
- Welcome SMS — send immediately on opt-in with a discount or value
- Cart abandonment SMS — set up automation (1 hour after cart creation, stop on purchase)
- Post-purchase SMS — review request or cross-sell 7-14 days after delivery
- First campaign — flash sale or exclusive offer to SMS list (test with a small segment first)
- Measure — track opt-in rate, click rate, revenue per message, unsubscribe rate
- 合规设置——配置静默时段、退订处理规则、发送方标识
- 创建订阅表单——多步骤弹窗（邮箱→SMS）、结账页勾选框、关键词订阅
- 欢迎SMS设置——用户订阅后即时发送折扣或价值信息
- 购物车遗弃SMS设置——配置自动化流程（购物车创建后1小时发送，用户下单后自动停止）
- 购后SMS设置——用户收货后7-14天发送评价请求或交叉销售信息
- 首次活动测试——向SMS列表发送闪购或专属优惠活动（先小范围分层测试）
- 数据跟踪——跟踪订阅率、点击率、单条消息收入、退订率
Timing optimization
发送时机优化
| Day | Best for | Time |
|---|---|---|
| Tuesday–Thursday | Promotional campaigns | 10am–12pm or 6–8pm local |
| Friday | Weekend sale preview | 11am–1pm local |
| Saturday | Flash sales, shopping | 10am–12pm local |
| Avoid | Monday (busy), Sunday (personal time) | Never before 9am or after 8pm |
| 日期 | 最适合场景 | 发送时间 |
|---|---|---|
| 周二-周四 | 促销活动 | 当地时间10点-12点或18点-20点 |
| 周五 | 周末活动预告 | 当地时间11点-13点 |
| 周六 | 闪购、购物类活动 | 当地时间10点-12点 |
| 避免发送时段 | 周一（用户忙碌）、周日（用户私人时间） | 绝对不要在当地时间早9点前、晚8点后发送 |
Frequency guidelines
发送频率指南
- Maximum: 4-8 SMS per month for most brands
- Minimum: At least 2 per month — less and subscribers forget they opted in
- Transactional: No frequency limit (order updates, shipping)
- Scale up gradually: Start at 2/month, increase as you learn what resonates
- Segment frequency: VIP/engaged subscribers can tolerate more; casual subscribers less
- 上限：大部分品牌每月最多发送4-8条SMS
- 下限：每月至少发送2条——发送太少用户会忘记自己订阅过
- 交易类消息：无频率限制（订单更新、发货通知等）
- 逐步提升频率：从每月2条开始，根据用户反馈逐步提升
- 分层设置频率：VIP/高 engagement 用户可接受更高频率，普通用户频率更低
Key metrics
核心指标
| Metric | Benchmark | What it means |
|---|---|---|
| Click-through rate | 15-30% | Message relevance and CTA effectiveness |
| Opt-out rate | <2% per campaign | Content quality and frequency appropriateness |
| Revenue per message | $0.10-$1.00+ | Varies widely by offer and audience |
| Opt-in rate | 5-15% (popup), 30-50% (checkout) | Opt-in form effectiveness |
| List growth rate | 10-20% monthly | Opt-in form visibility and offer strength |
| Cost per conversion | $0.50-$5.00 | Message cost vs revenue generated |
| 指标 | 参考基准 | 指标含义 |
|---|---|---|
| 点击率（CTR） | 15-30% | 消息相关性和CTA有效性 |
| 退订率 | 单活动<2% | 内容质量和频率合理性 |
| 单条消息收入 | 0.10-1.00美元以上 | 因优惠和受众差异较大 |
| 订阅率 | 弹窗5-15%，结账页30-50% | 订阅表单有效性 |
| 列表增长率 | 每月10-20% | 订阅表单曝光度和优惠吸引力 |
| 转化成本 | 0.50-5.00美元 | 消息成本和产生收入的对比 |
Gotchas
注意事项
- SMS consent is separate from email consent. Never send SMS to someone who only opted into email. This violates TCPA and can result in $500-$1,500 per message in fines. Always collect explicit SMS consent.
- Emojis triple your message cost. A single emoji switches encoding from GSM-7 (160 chars) to Unicode (70 chars), potentially turning 1 segment into 3. Know the cost before adding that fire emoji.
- Carrier filtering is real. US carriers (T-Mobile, AT&T, Verizon) actively filter marketing SMS. Avoid URL shorteners (bit.ly is flagged), ALL CAPS, excessive punctuation, and spammy language. Use your platform's built-in link shortener instead.
- SMS unsubscribes are final and expensive. Unlike email where users might re-subscribe, SMS unsubscribes are permanent. Each lost subscriber cost you $2-$5+ to acquire. Quality over quantity — send fewer, better messages.
- International SMS costs vary wildly. US: ~$0.01-$0.02/message. UK: ~$0.04. Australia: ~$0.06. Some countries: $0.10+. Always check per-country rates before launching international SMS campaigns.
- SMS订阅同意独立于邮件订阅。绝对不要向仅订阅了邮件的用户发送SMS，这违反TCPA规定，每条消息可能面临500-1500美元的罚款，务必收集明确的SMS订阅同意。
- 表情符号会让消息成本增加2倍。单个表情符号就会将编码从GSM-7（160字符/条）切换为Unicode（70字符/条），可能将1条消息变成3条，添加表情符号前请确认成本。
- 运营商过滤真实存在。美国运营商（T-Mobile、AT&T、Verizon）会主动过滤营销SMS，避免使用短链接服务（bit.ly会被标记）、全大写内容、过多标点、垃圾营销话术，建议使用平台内置的短链接服务。
- SMS退订是永久的，获客成本高。和邮件用户可能重新订阅不同，SMS退订是永久的，每个流失的订阅用户获客成本高达2-5美元以上，质量优先于数量——少发、发更优质的内容。
- 国际SMS成本差异极大。美国：约0.01-0.02美元/条，英国：约0.04美元/条，澳大利亚：约0.06美元/条，部分国家高达0.1美元以上，启动国际SMS活动前务必查询各国费率。
Related skills
相关技能
- — Omnisend platform help (SMS + email + push in one ecommerce platform)
/sales-omnisend - — Klaviyo platform help (SMS + email for e-commerce, predictive analytics)
/sales-klaviyo - — Brevo platform help (SMS + email + WhatsApp + push)
/sales-brevo - — ActiveCampaign platform help (SMS in marketing automation)
/sales-activecampaign - — Mailchimp platform help (SMS add-on)
/sales-mailchimp - — SendPulse platform help (SMS + email + chatbots + Automation 360)
/sales-sendpulse - — Email marketing strategy (coordinate SMS + email cadence)
/sales-email-marketing - — Push notification strategy (another engagement channel)
/sales-push-notification - — Growing your subscriber list (feeds SMS opt-in)
/sales-audience-growth - — Checkout optimization (checkout is a key SMS opt-in point)
/sales-checkout - — Not sure which skill to use? The router matches any sales objective to the right skill. Install:
/sales-donpx skills add sales-skills/sales --skills sales-do
- ——Omnisend平台帮助（电商平台整合SMS+邮件+推送）
/sales-omnisend - ——Klaviyo平台帮助（电商SMS+邮件，预测分析能力）
/sales-klaviyo - ——Brevo平台帮助（SMS+邮件+WhatsApp+推送）
/sales-brevo - ——ActiveCampaign平台帮助（营销自动化中的SMS能力）
/sales-activecampaign - ——Mailchimp平台帮助（SMS附加功能）
/sales-mailchimp - ——SendPulse平台帮助（SMS+邮件+聊天机器人+Automation 360）
/sales-sendpulse - ——邮件营销策略（协调SMS+邮件发送节奏）
/sales-email-marketing - ——推送通知策略（另一个用户触达渠道）
/sales-push-notification - ——订阅用户列表增长（为SMS订阅提供流量）
/sales-audience-growth - ——结账页优化（结账页是SMS订阅的核心入口）
/sales-checkout - ——不确定使用哪个技能？路由工具会将任意销售目标匹配到合适的技能。安装命令：
/sales-donpx skills add sales-skills/sales --skills sales-do
Examples
示例
Example 1: Launching SMS for a Shopify store
示例1：为Shopify店铺启动SMS营销
User says: "I run a Shopify clothing store on Omnisend. I want to start SMS marketing. Where do I begin?"
Skill does: Designs a launch plan — multi-step popup for SMS opt-in (collect email first, then phone), welcome SMS with 10% discount, cart abandonment SMS at 1 hour, and a weekly flash sale campaign. Explains Omnisend SMS credit costs and TCPA compliance setup. Recommends starting with 2 SMS/month and scaling based on engagement.
Result: User has an SMS launch plan with opt-in forms, 3 automations, and compliance configured
用户提问："我运营一家Shopify服装店铺，使用Omnisend，想开始做SMS营销，应该从哪入手？"
技能输出：设计启动计划——通过多步骤弹窗收集SMS订阅（先收集邮箱，再收集手机号）、带10%折扣的欢迎SMS、1小时后触发的购物车遗弃SMS、每周闪购活动。说明Omnisend SMS额度成本和TCPA合规设置方法，建议从每月2条SMS开始，根据engagement情况逐步提升发送频率。
结果：用户获得完整的SMS启动计划，包含订阅表单、3个自动化流程、合规配置方案
Example 2: Choosing an SMS platform
示例2：选择SMS平台
User says: "We're on Klaviyo for email and considering adding SMS. Should we use Klaviyo SMS or switch to Attentive?"
Skill does: Compares Klaviyo SMS (integrated, simpler, lower cost, good for email+SMS in one place) vs Attentive (SMS-first, better conversational features, more growth tools, higher cost). At most volumes, recommends Klaviyo SMS to start — already integrated, no new vendor, predictive segments work across channels. Suggests evaluating Attentive if SMS becomes >20% of revenue.
Result: Clear recommendation with evaluation criteria for when to reconsider
用户提问："我们现在用Klaviyo做邮件，考虑加SMS功能，应该用Klaviyo SMS还是换Attentive？"
技能输出：对比Klaviyo SMS（集成度高、更简单、成本更低，适合一站式管理邮件+SMS）和Attentive（SMS优先、对话功能更完善、增长工具更多、成本更高）。对于大部分体量的用户，建议先使用Klaviyo SMS——已经完成集成、无需新增供应商、预测分层能力可跨渠道使用。如果SMS收入占比超过20%，再考虑评估Attentive。
结果：用户获得清晰的推荐，以及后续重新评估的判断标准
Example 3: SMS compliance audit
示例3：SMS合规审计
User says: "I want to make sure our SMS marketing is TCPA-compliant. What should I check?"
Skill does: Provides a TCPA compliance checklist — verifies opt-in collection method includes required disclosures, checks quiet hours configuration, confirms STOP keyword handling, reviews message content for sender identification, checks consent records are stored. Flags common violations (bundled email/SMS consent, missing frequency disclosure, no quiet hours).
Result: User has a complete TCPA compliance audit with specific items to fix
用户提问："我想确保我们的SMS营销符合TCPA要求，应该检查哪些内容？"
技能输出：提供TCPA合规检查清单——验证订阅收集方式包含要求的披露信息、检查静默时段配置、确认STOP关键词处理规则、审核消息内容的发送方标识、检查同意记录是否存储。标记常见违规点（捆绑邮件/SMS订阅、缺少频率披露、无静默时段设置）。
结果：用户获得完整的TCPA合规审计清单，以及需要修复的具体条目
Troubleshooting
故障排查
SMS messages not being delivered
SMS消息未送达
Symptom: Messages show as sent but contacts report not receiving them
Cause: Carrier filtering, invalid phone numbers, or toll-free number not verified
Solution: Check for carrier filtering triggers (URL shorteners, spammy content, ALL CAPS). Verify phone numbers are valid and in E.164 format. If using a toll-free number (US), ensure it's verified with carriers. Check your platform's delivery reports for specific error codes.
症状：系统显示消息已发送，但联系人反馈未收到
原因：运营商过滤、手机号无效、免费号码未验证
解决方案：检查是否存在运营商过滤触发因素（短链接、垃圾内容、全大写），验证手机号是否有效且符合E.164格式。如果使用美国免费号码，确认已经完成运营商验证。查看平台的送达报告获取具体错误码。
High opt-out rate (>5% per campaign)
退订率过高（单活动>5%）
Symptom: Significant unsubscribes after each SMS campaign
Cause: Sending too frequently, irrelevant content, or message expectations mismatch
Solution: Reduce frequency (max 4-8/month). Segment by purchase behavior — don't send the same message to everyone. Review opt-in disclosure — if you promised "exclusive offers" but send generic promos, there's a mismatch. Survey a sample of unsubscribers to understand the reason.
症状：每次SMS活动后都有大量用户退订
原因：发送频率过高、内容不相关、用户预期不匹配
解决方案：降低发送频率（每月最多4-8条），按购买行为分层发送——不要给所有用户发同样的内容。检查订阅披露信息——如果你承诺发送"专属优惠"但实际发送通用促销内容，就会出现预期不匹配。可以抽样调研退订用户了解具体原因。
Low click-through rate (<5%)
点击率过低（<5%）
Symptom: Messages delivered but few clicks on links
Cause: Weak CTA, no urgency, link not compelling, or wrong audience segment
Solution: Lead with the value/offer, not the brand name. Add real urgency ("today only," "2 hours left"). Use MMS with product images for visual products. Test shorter messages (under 160 chars). Segment to people who recently browsed or purchased in the relevant category.
症状：消息成功送达，但链接点击量很低
原因：CTA不清晰、无紧迫感、链接吸引力不足、受众分层错误
解决方案：开头直接放价值/优惠，不要先放品牌名，加入真实的紧迫感（"仅限今日"、"仅剩2小时"），可视化商品使用带图片的MMS，测试更短的消息（160字符以内），将消息推送给近期浏览或购买过相关品类的用户。