Creating Journey SMS Campaigns

A step-by-step guide to engaging users with text messages through a Journey


Please Note

This document is an extension of the Journey Creation Guide and only covers the aspect of SMS campaign creation. Here's a detailed read on how the Send SMS Block works.

Getting Started

As shown below, using Action Blocks, you can create points of engagement in your Journey experience to contextually engage users at various stages in their lifecycle.

Step 1: Drag and drop the Send SMS Block on the canvas.

Step 2: Connect it to an existing block to determine the context in which users will receive the campaign.

Step 3: Click on the block to create the campaign.


Please Note

Since Journey Campaigns are an extension of the Journey experience, the following settings cannot be configured for individual campaigns. You can configure these for the entire Journey and we'll automatically apply them to all attached campaigns:

Now let's walk you through all the steps of campaign creation.

Step 1: Configure Basic Info

The first step is to give your campaign a unique name that helps you identify its purpose.

Step 2: Create the Message

The most exciting part of campaign creation - building the message!

Personalize Message

In addition to leveraging all the User Attributes and Events being tracked for all the users in your dashboard, you can personalize Journey campaigns with:

Here's how you can go about it:

1. Personalize Message with Journey Events

2. Personalize Message with 'GET' API Data


Continue Building the Message

Now that you have a robust understanding of how you can personalize Journey SMS campaigns, please navigate to the following sections to continue building the message:

Create Variations

Select an SSP

Preview Message

Step 3: Configure Variation Distribution

If you have created multiple Variations at Step 2: Message, then you can easily automate multivariate testing by configuring *Send Winning Variation Automatically.*

Alternatively, you can configure Variation Distribution manually if you'd like to specify a custom audience size for each Variation or are unwilling to test the campaign by sending a minimum of 500 messages to users who enter the block.

Let's walk you through each method:

Send Winning Variation Automatically

It allows you to test all the Variations with a small test audience and identify a winner based on their campaign interactions. We'll then automatically send the winning variant to all the subsequent users that enter the Send SMS Block in the Journey.


Must Read

Basic concepts of Send Winning Variation Automatically

How Send Winning Variation Automatically enables intuitive multivariate testing for your Journey campaigns

Here's how you can set it up:

Step 1: Specify Size of the Test Audience

Since Journey Campaigns are triggered for a user only when the enter the Send SMS Block, the most scientific method to test its Variations is by ensuring that a significant number of messages are delivered before we compare the results.

This is why, the test audience can be defined in the number of messages that must be delivered to your users.

For example, in the above visual, we have specified a test audience of 700 messages. This means that all the Variations will be equally divided amongst the specified number and testing will continue until a total of 700 messages have been successfully delivered.

Step 2: Select Win Criteria

The Win Criteria is a performance indicator, (Clicks or Conversions), that helps us determine a winning Variation.

For example, in the above visual we have selected Clicks as the Win Criteria.

  • This means that once 700 messages have been successfully delivered to the users, we will determine a winner based on the number of clicks tracked for each Variation.

Manual Variation Distribution

When Control Group is Added to Journey

If you have added a Control Group to the Journey, then as highlighted above, you will see two distribution meters.

  • The first distribution meter indicates the share of users that will be divided amongst:

    • Control Group users that will simply pass through each block without any interactions
    • Users who will receive this Journey campaign when they enter the Send SMS Block
  • The second distribution meter indicates the share of users that will receive each Variation of this campaign when they enter the Send SMS Block.

  • As shown above, you can drag the meter to alter the share of users that will receive each Variation of the campaign and the share of users that will be included within the Control Group.

Step 4: Test Campaign (Recommended)

Iron out all the creases in your text message by testing it with internal team members for maximum impact!

While this is an optional step, we recommend that you test all campaigns that contain links and elements of personalization to ensure that everything's in order. As shown above, this can be achieved in 3 simple steps.


Continue Here...

A step-by-step guide to testing SMS Campaigns with your teammates

Related Guides: Creating / Editing / Deleting a Test Segment

What happens once you Save the campaign?

Once you Save a Journey campaign, you will be directed back to the Journey creation interface where you can continue building the experience, as shown below.

  • Users will start receiving the campaign only once the Journey is Published and they enter the Send SMS Block.

  • You can analyze the Journey SMS campaign's impact across various performance indicators by accessing its Campaign Overview.

  • You can choose to edit the message anytime you like by clicking on the respective Send SMS Block in the Journey's Live View.

So, what's next?

How to create contextually relevant Journey experience by branching Send SMS Block.