This SOP guides our student support specialists on how to draft and send tailored text messages to different student groups based on their specific context. The objective is to ensure personalized communication that resonates with each group, maximizing engagement and encouraging action.
Understanding the context of each group is crucial for crafting effective messages. Each of the groups requires a unique approach in messaging, considering their level of engagement and specific actions taken (or not taken) so far.
Steps for Drafting Messages
Segment the Groups Further if Necessary:
Assess if any subgroups exist within the main categories. For example, within "Hot Leads for Salsa 101," determine if leads are categorized as "hot" for different reasons. If so, segment these further and create distinct messages for each subgroup.
Drafting the Text Message:
Keep It Simple and Direct: Text messages should be concise and straight to the point. Remove any unnecessary words or phrases. Avoid lengthy sentences and keep it within 160 characters to avoid additional charges.
Contextualize the Message: Refer to the specific action the student has taken or not taken. For example, if a student has registered but not paid, acknowledge this in the message.
Include the Student's Name: Personalization increases the likelihood of engagement. Use the student's first name in the message.
Create Urgency or Offer Assistance: Encourage the student to take the next step by creating a sense of urgency or offering help. Example: "Still want to dance? Come try Day 1 of the program!"
Sample Messages:
For this scenario, the goal is to fill Salsa 101 “Mover” Side.
SMS MARKETING STRATEGY
Salsa 101 Unpaid Regs who are Movers:
FIRSTNAME you partially registered for the salsa 101 dance program. Ladies side is nearly full and they need gentlemen to dance with them. Would you like to try day 1 this Monday before joining the program?
Salsa 101 hot leads (“movers” only) for salsa 101:
FIRSTNAME still want to learn to dance salsa? Ladies side is nearly full in the salsa 101 program and they need gentlemen to dance with them. Would you like to try day 1 this Monday?
Bachata 101 paid Movers who have NOT taken salsa 101 already and are NOT also registered in salsa 101:
Hi FIRSTNAME! Your bachata 101 program starts 8/21, but salsa 101 starts this Monday! Salsa ladies side is nearly full and they need gentlemen to dance with them. Would you like to try day 1 this Monday? If you don’t join salsa 101, we’ll make this Monday free for you to try. If you do join, you’ll receive $100 off for doing the two 101 programs at the same time.
SMS to unpaid bachata 101 regs who are Movers (as long as they haven’t done salsa 101 in the past) who have NOT already received a campaign message:
FIRSTNAME you partially registered for the bachata 101 dance program. Want to explore salsa too? Salsa 101 starts this Monday. Ladies side is nearly full and they need gentlemen to dance with them. Would you like to try day 1 this Monday?
SMS to S3 salsa 101 graduates who are Movers and have NOT reg’d to repeat S4 salsa 101 / SMS to S1 & S2 salsa 101 graduates who are Movers and took a maximum of one 102 program since then (or no 102 programs): Hi FIRSTNAME! Would you like to repeat salsa 101 if it were $300 off? (So just 197 total). This can be really helpful, especially for Movers. Typically we wouldn’t offer this. Offering because the program is nearly full for Shakers and they need Movers to dance with them. Starts Monday! If so, let me know asap :)
Sending the Messages
Dialpad - used when sending small-scale SMS campaign, typically under 100 total recipients in a single day.
(note that you can use more characters and include emojis if specified by Danny, but be aware of additional charges for emojis.)
Telnyx - for sending large-scale SMS blast, we send bulk messages through Telnyx especially when there is more than 100 recipients.
Stick to under 160 characters to keep costs down and avoid using emojis.
Take note of the designated mobile number when necessary.
In the custom view, create a filter labeled ‘Texted using number ending in,’ and
Input the last 4 digits of our 10 numbers, one at a time.
Send the bulk message using the appropriate mobile number.
Also, use the ‘is empty’ filter to ensure you don’t miss any students with no designated number yet.
For students with an empty ‘Texted using number ending in’ field, choose one of our 10 mobile numbers and update the field.
After sending, go to https://portal.telnyx.com/#/reporting/detailed-records. In the Reports tab, generate a report and download it to check if all messages were successfully delivered.
Use a Character Counter:
Before sending sms blasts, use a tool like charactercounter.com to ensure the message length is within the single message limit and that there are no special characters that might increase costs.
Create a summary of all the SMS Campaign for documentation in a spreadsheet.
Monitor Responses:
After sending the messages, keep an eye on responses and be ready to assist students with any questions or concerns.
This SOP ensures that our communication is both efficient and tailored to the needs of our students, increasing the likelihood of a positive response.