Dynamically Send Text Messages From Different Numbers
Today I had a strategy call with one of our users. Their business has multiple locations and we identified a low hanging fruit opportunity that involved texting customers at some key points in the relationship in order to keep the communication channel open and avoid losing the customer through attrition.
Transcription of Video
Hey, this is Ryan Chapman from FixYourFunnel. Today, I had one of my strategy sessions with one of our fellow users and the topic came up that I realized probably applies to a lot of different businesses as they're trained to work in text messaging that have a situation where they might have multiple phone numbers that they're wanting to use in their campaigns.
In this specific case, I was talking to some of the owned a gym. A gym is a reoccurring revenue based business, which means turn is an important factor. In gyms in particular, they tend to not notice or pay attention to how turn is impacting their bottom line.
Keeping a customer is one of the most important things you can do in a revenue based business because that's what gives you the snowball compounding effect. What you want to do with a gym-type business is you want to keep your customers engaged because if the customer stays engaged, then what that means is that your communication channel is open.
If they have a concern, they'll be able to bring it up and you'll be able to address it while [00:01:00] it's still fresh. That's important. Because you address it, that means that you're going to be able to work out that problem before it becomes a cancellation.
So, at any rate, a lot of people want to start layering in text messaging, but maybe they want to do multiple locations.
Another situation that this may apply to is if you have multiple countries that you service and you want to text from a number that's in that country.
Let's say you have customers that are in the UK and the United States, or the United States and Canada, and you want to text from a Canadian number when you're texting your Canadian clients and the U.S. number when you're texting a U.S. client.
Here we have a typical sequence, this is a typical flow. We have the new lead, a nurture sequence, some important action that we pulled them into a converting sequence, and then there's the purchase of the product, and then the delivery sequence. This is a typical layout.
So what happens if I have two different numbers and I want to segregate which number I'm sending my text messages through and lace those into these? [00:02:00] Well, let's look at our nurture sequence.
If our nurture sequence didn't have built into it any texting, then what we could do is just start by layering in the texting, so that's going to be with a post. Let's say we say we want to get it in with email too. Now I've got a situation where I've got a text message in here.
You'll notice that when I am laying out, I'm laying out before I actually have any of my content written because I'm going for flow or form.
When I'm going for flow or form, I just want to pay attention to (that was for all the OCD people, by the way, they have to make everything even), I'm going to layer those in first and then I'm going to think about messaging second. I'm thinking about function and then I get into form.
I've laid in a text message here, and I won't do the others, but let's just say we lay in a couple more. I want this text message. If I only have one phone number that's easy, I just put in the HTTP post to the campaign builder messaging or MMS and then, [00:03:00] boom, away I go.
But if I have multiples now I'm in a little bit of a quandary because I don't want to have to have multiple copies of all these emails in there just because I need to switch between two phone numbers. How do I do this? It's actually a lot easier than you might think.
We're gonna insert between the nurture sequence and the new lead two sequences. We're going to do a decision diamond. Let's move them down here for fun. This will be scenario one (and we could do this as many different phone numbers as we need to split them up into) and scenario two.
So now instead of it going straight into the nurture sequence, I'm going to go here to one and two and these will both feed into nurture sequence [00:04:00] one.
All I'm going for when I get there is the decision diamond. Let me put this away and help our OCD fellows and then we'll move these up. Close enough. I know it's off, but that's okay, you'll have to deal with it.
All right. What we're going to do here is we're going to say, okay. We need two different numbers we're going to send a message from. I'm going to create my campaign builder messages here. This is my outbound message for my main number. I'm going to use an old secret just so you see how this works.
If I have a merge field and I'm merging, let's say it's first name, I put that in there. There's double curly brackets around this. I can replace this with a MSG and I've created what's known as a custom merge value. I'll show you how we use that, but the reason I'm going to do this will become very clear as we get further in. So let's go ahead and do that.
I'm going to create that, [00:05:00] I'm gonna copy my URL, and I'm going to come over here and we're going to say we want to be using this URL in our nurture sequence. We're going to go in and we're going to put our message in there and that's going to go in there.
You'll need to put in your phone field, I'm using phone five, you'll use whatever you use. This is the worst way to do it, by the way, always use the merge thing. I'm not doing that for speed for this one because you'll always messed something up. It just seems to work that way.
So I've got those two variables and now I have a third variable and that is the MSG one. This is where I can actually put the content of my text message.
I'm just using the sample of a gym and saying, "I just want to see how the challenge is going," because maybe that's how I get people into my program.
Now the problem is, this is going to be always sent from that main number that we were doing and I want to have another option, which is going to be, in this case, instead of using a different location, I'm gonna use my different [00:06:00] country number for Canada.
Again, I'm going to do the same thing here, double curly brackets MSG, closing curly brackets, and I'm going to create this message. I'm going to copy this one and now I have two URLs.
Here's the interesting part: you'll notice that the back end of this is different on that one versus this new one. This one's got OHG in it or whatever. What I want to do is I want to get this end part and use it to be able to distinguish and I'm going to make a merge value right up here.
Some people don't realize that, but you can merge into the post URL. I'm going to choose a custom field to use for this.
You can use any text field. I'm just going to go ahead and use this one because that's what I want to do. I'm going to take this value and, let me just get real quick a notepad pulled up here, and I'm [00:07:00] going to put in my two URLs just so I can have those to work with. I've got that one and I've got this one.
You'll notice that, in my case, this variable and this variable are different. I could just store those two variables, and I'll show you what I mean by that in just one second. I'm gonna take that out and I'm gonna replace it right there because that's the difference, that little variable there.
I can leave everything else the same and what's going to happen is I'm going to make it so that that is going to come from different phone numbers based on this decision diamond.
The case of my decision document in scenario one, I'm going to say that the country is equal to the United States. So if it's equal to the United States, it's going to be scenario one. I'll change my scenarios to match this up. I'm gonna say for my other one if the contact's country field is equal to Canada.
It doesn't really matter what our criteria is here. We could use any sort of criteria. [00:08:00] In my case, I'm just going to go off of the country and I know I'm setting that when I gather a lead, so I'm okay to do that.
There's my decision diamond, that looks all good. Then, what I want to do is I'll just make this a... and I'm going to do this one. In here, what I'm going to do is I'm going to actually set a field value.
The field value I'm going to be doing is FixYourFunnel user ID 2 because that's what I said I was going to do and I'm going to overwrite that with, going to our text edit, this first one that I created because I know that's my U.S. one. Okay, so that's good to go.
Then, what I'm going to do in the other one is I'm going to set that value for my other contact to [00:09:00] this one.
What I've done at that point is I've set it up so that it's going to hit the decision diamond, it's going to see that it's United States so it's going to set that to my United States generic message post URL and for here, it's going to be Canada. Then in my nurture sequence, I've merged that value in into my post URL so I don't have to have two versions of this whole sequence in order to have two different numbers sending out messages.
This may seem like a minor thing, but this makes it very easy to manage everything that you've got going on.
Again, the the keys are, one: decide where you want to place your messages. That's what we did there.
Two: we need to set up a decision diamond before the place where we're going to start sending messages. Understand that once I've set this, I can use [00:10:00] that same post URL throughout the whole thing. I can use it in the converting sequence, I can use it in my delivery sequence. Once I've got it set, I can use it everywhere. I'm going to set up the decision diamond.
Then I'm going to come into FixYourFunnel and I'm going to set up a single generic post URL for each of my phone numbers that I want to have available in the sequence. I can have two, I could have 20, it doesn't matter. I can do that.
My criteria could be based off of the country, it could be based off of the user, it could be based off of anything that we can do with a decision diamond. Then I'm going to take those two or three or twenty URLs and I'm going to take the unique portion of those URLs from my account and I'm going to use that then to merge in.
For you it's going to be a little bit different, so don't copy exactly what mine is. Your URL structure is going to be unique to your account. You want to see what's [00:11:00] different between all those URLs, and that's the part you're gonna be changing at the decision diamond and you're gonna be merging in throughout your sequences.
What's great about this is I can just copy that and I can now stick that anywhere else in the sequence, wire it up, go in, and I don't have to change anything else, all I have to do is just change my message. I can merge in values to my message, I can do whatever I want.
The thing to remember in this case is if you're going with the SMS, which means there's no media attached, you're limited to 160 characters. If you decide to go with it the SMS criteria, when I come in here, if I'm going to attach any media, or maybe a NiftyImage I can get that dynamic imaging, then when I do that, then I'm going to open myself up to 1600 characters. I can do either of those.
If I am doing the media, let's just do that for fun. I've [00:12:00] added one. Boom, there's my little image. Now I'm at 1600 characters. I can still put in here MSG, and now I've got a dynamic message post URL that I can use in the same kind of scenario.
Just be aware you have those options available. What I don't want to do is probably a NiftyImage. If I do a NiftyImage, then I just have to remember that I've got to add in also the first name or whatever variable I am going to be merging into that NiftyImage.
If you have more questions about that, go ahead and contact us. We can help you through any of those specifics.
This approach is going to help you to be able to have a very dynamic campaign that lets you talk to people from different numbers. That means you can set voices.
If I wanted to make this on a per agent basis, meaning I had multiple team members so I wanted to have the voice of the emails and [00:13:00] everything come from the team members based on that in this decision diamond, I can also drop in another one where I set another value to be the name of the team member. That can be based on Infusionsoft users or not.
There's a lot of flexibility here to be able to make these campaigns very dynamic without having to have a ton of extra stuff in here.
The rookie move that a lot of people would fall into is they would think, "Okay, if I want a different set of texts for this, I'm either having to do a separate campaign for all of them that are text not tied into the rest of my nurture sequence, or I have to duplicate this whole nurture sequence multiple times and have all this editing work that I have to do."
Be aware of this concept. It's a really powerful concept and I hope that it will help you to be a more effective marketer.
Well, if you don't watch this video, then you might feel differently. Normally when someone imagines having to set up an Infusionsoft Campaign that involves sending text messages from Infusionsoft from multiple numbers they would imagine they have to set up a sequence for each phone number with a decision diamond to control which sequence is initiated.
That might not sound too painful at first, since you can easily set up the first sequence and then just copy the sequence and update the HTTP Post URLs. However, if you ever decide to make a change to the messages or flow, you're now looking at a multiple of work and a lot that can go wrong.
So in this video I show you an easy way to use a single sequence to send text messages from different phone numbers.
Potential use cases are multiple locations, as in this case, using a country specific number for sending messages to increase international engagement, using a team member specific number for sales and customer support situations, and any other situation where a bulk of the sequence is the same, but we need to change the sender's information and characteristics.