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Campaign SMS (Marketing)

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Updated 4 months ago
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user-guide

Campaign SMS (Marketing)

Quick Reference: Send targeted SMS campaigns to segmented client lists for promotions and re-engagement

📋 TL;DR - Quick Start

  1. Navigate to Messages → New Campaign
  2. Name your campaign (e.g., "Spring Special - Botox 20% Off")
  3. Select recipients:
    • Filter by: Last treatment, treatment type, booking date
    • Or: Manual selection from client list
  4. Choose SMS template (or write custom message)
  5. Preview merged message for first recipient
  6. Check character count (keep under 160 chars = 1 SMS = £0.04)
  7. Review cost estimate (e.g., 150 recipients × £0.04 = £6.00)
  8. Send immediately or schedule for later
  9. Track delivery in Messages → Campaign Report

Result: Targeted marketing message sent to qualified clients in minutes

What are Campaign SMS Messages?

Definition

Campaign SMS (also called "Bulk SMS" or "Marketing SMS") are promotional text messages sent to multiple clients simultaneously, targeting specific segments with relevant offers or information.

Purpose

  • Drive Bookings: Promote special offers, new treatments, last-minute slots
  • Re-Engage Dormant Clients: "We miss you!" messages to clients who haven't booked in 6+ months
  • Announce New Services: Launch campaigns for new treatments
  • Fill Slow Periods: Promote weekday/off-peak appointments
  • Increase Revenue: Turn client list into consistent revenue stream

Campaign SMS vs Appointment Reminders

| Feature | Appointment Reminders | Campaign SMS | |---------|----------------------|--------------| | Purpose | Reduce no-shows | Marketing/promotions | | Trigger | Automated (before appointments) | Manual send or scheduled | | Recipients | Single client (one appointment) | Multiple clients (segmented list) | | Consent Required | No (legitimate interest under PECR) | Yes (explicit marketing consent required) | | Frequency | Every appointment | As often as needed (recommend 1-4×/month) | | Content | Reminder of existing appointment | Promotional offer, announcement | | Cost | £0.04-0.08 per appointment | £0.04 per recipient |

UK Marketing Consent Law (PECR)

⚠️ CRITICAL LEGAL REQUIREMENT: You MUST have explicit consent to send marketing SMS under UK PECR (Privacy and Electronic Communications Regulations).

What is Marketing Consent?

Definition: Client explicitly agrees to receive promotional messages (not just appointment reminders)

How to Obtain Consent: | Method | Example | Compliant? | |--------|---------|------------| | Checkbox on signup form | "☑️ I agree to receive special offers via SMS" | ✅ Yes (if pre-ticked is UNCHECKED) | | Verbal confirmation during appointment | "Would you like SMS updates about special offers?" | ✅ Yes (must document in client profile) | | Opt-in after first appointment | "Reply YES to receive exclusive offers via SMS" | ✅ Yes | | Pre-ticked checkbox | "☑ Send me offers (already checked)" | ❌ NO - Invalid consent | | Assumed consent | "By booking, you agree to marketing" | ❌ NO - Must be separate choice |

Aestheticc Auto-Checks Consent: When creating campaign, Aestheticc automatically filters recipients to only those with marketing consent = TRUE. You cannot accidentally send to clients who haven't consented.

Creating a Campaign

Navigate to Campaigns

From Dashboard:

  1. Click Messages in left sidebar
  2. Click Campaigns tab
  3. Click + New Campaign button

Step 1: Campaign Details

| Field | Required | Description | Example | |-------|----------|-------------|---------| | Campaign Name | Yes | Internal reference (not sent to clients) | "Spring Special - Botox 20% Off" | | Campaign Type | Yes | Category for reporting | "Promotional", "Re-engagement", "Announcement" | | Send Immediately | No | Send now vs schedule for later | Toggle ON for immediate send | | Scheduled Date/Time | If not immediate | When to send campaign | "Mon 15th March at 10:00 AM" |

Step 2: Select Recipients

3 Selection Methods:

Method 1: Filter by Criteria (Most Common)

Available Filters: | Filter | Options | Example Use Case | |--------|---------|------------------| | Last Treatment Date | Within 30 days, 60 days, 90 days, 6+ months | Re-engage clients who haven't booked in 6 months | | Treatment Type | Botox, Fillers, Chemical Peel, Laser, etc. | Target Botox clients for top-up reminder (3 months later) | | Total Spent | Under £500, £500-£1000, £1000-£2000, £2000+ | VIP campaign for high-spenders | | Birthday Month | This month, next month | Birthday offer campaign | | Location | Postcode area (SW1, W1, etc.) | Local promotion for nearby clients | | Has Marketing Consent | Always ON (cannot disable) | UK PECR compliance |

Example Filter: "Clients who have had Botox treatment in last 90 days AND have marketing consent = TRUE"

Result: 87 clients match criteria

Method 2: Manual Selection

  1. Click Browse All Clients button
  2. Client list appears with checkboxes
  3. Select individual clients (tick boxes)
  4. Selected count updates: "12 clients selected"
  5. Click Add to Campaign

Use Case: Small, specific group (e.g., VIP clients only)

Method 3: Upload CSV

  1. Click Upload CSV button
  2. CSV must have column: phone or email
  3. Map columns: phone → Phone Number
  4. Import (deduplicates against existing clients)
  5. Filters imported list to only those with marketing consent

Use Case: External list (e.g., from event attendees, referrals)

Step 3: Compose Message

Option A: Use Template (Recommended)

  1. Click Select Template dropdown
  2. Choose from existing marketing templates
  3. Message auto-fills with merge tags
  4. Preview shows merged message for first recipient

Option B: Write Custom Message

  1. Leave template blank
  2. Type message directly
  3. Use merge tags: {firstName}, {clinicName}, etc.
  4. Preview updates live

Message Best Practices

Character Limit:

  • 160 characters = 1 SMS = £0.04
  • 161-320 characters = 2 SMS = £0.08
  • Keep campaigns under 160 chars to minimize cost

Required Elements: | Element | Why Required | Example | |---------|--------------|---------| | Opt-Out Instructions | UK PECR law | "Reply STOP to opt out" | | Business Name | Identify sender | "- Glow Aesthetics" | | Call-to-Action | Drive response | "Book now: 020-1234-5678" or "Reply YES" | | Value Proposition | Why should client act? | "20% off Botox this week only!" |

⚠️ Aestheticc Auto-Adds: If your message doesn't include opt-out, Aestheticc automatically appends: "Reply STOP to opt out" to end of message (counts toward character limit).

Merge Tags for Campaigns

Same merge tags as SMS templates:

  • {firstName}, {lastName}, {fullName}
  • {clinicName}, {clinicPhone}, {clinicWebsite}
  • {treatmentName} (last treatment client received)
  • {lastVisitDate} (date of last appointment)

Example Personalized Campaign:

Hi {firstName}! It's been {monthsSinceLastVisit} months since your {treatmentName}. Book a top-up this week and get 15% off! Call {clinicPhone}. - {clinicName} Reply STOP to opt out

Sent to Sarah Johnson (last had Botox 3 months ago):

Hi Sarah! It's been 3 months since your Botox - Forehead. Book a top-up this week and get 15% off! Call 020-1234-5678. - Glow Aesthetics Reply STOP to opt out

Step 4: Preview Campaign

Preview Panel Shows:

  • First Recipient Example: "Hi Sarah! Spring Special: 20% off..."
  • Character Count: "158 / 160 characters (1 SMS)"
  • Total Recipients: "87 clients"
  • Estimated Cost: "£3.48 (87 × £0.04)"
  • Consent Check: "✅ All recipients have marketing consent"

⚠️ Warnings Displayed:

  • "⚠️ 3 clients filtered out (no marketing consent)"
  • "⚠️ Message is 165 chars (2 SMS = £0.08 each)"

Step 5: Send or Schedule

Send Immediately:

  1. Review preview
  2. Click Send Campaign Now button
  3. Confirmation: "Send to 87 clients? This will cost £3.48."
  4. Click Confirm
  5. Campaign queued and sends within 1-5 minutes

Schedule for Later:

  1. Toggle Send Immediately to OFF
  2. Select date: "Mon 15th March"
  3. Select time: "10:00 AM"
  4. Click Schedule Campaign
  5. Campaign queued for future send

Why Schedule?

  • Optimal Send Time: Tuesday-Thursday 10am-4pm = highest engagement
  • Batch Preparation: Create multiple campaigns, schedule throughout month
  • Timezone Consideration: Schedule for recipient's local time (UK mornings)

Campaign Delivery Tracking

View Campaign Report

Navigate to Campaign Reports:

  1. Messages → Campaigns
  2. Click campaign name to open report

Report Includes: | Metric | Description | Example | |--------|-------------|---------| | Total Sent | Number of SMS sent | 87 messages | | Delivered | Successfully delivered to phones | 83 (95%) | | Failed | Delivery failures | 4 (5%) | | Delivery Rate | % successfully delivered | 95.4% | | Replies | Clients who replied | 12 (14%) | | Opt-Outs | Clients who replied STOP | 2 (2%) | | Total Cost | Campaign cost | £3.48 |

Individual Recipient Status

Detailed View: Click View Recipients in campaign report

Status for Each Client: | Client | Phone | Status | Error (if failed) | Reply | Time | |--------|-------|--------|-------------------|-------|------| | Sarah Johnson | +44 7700... | Delivered | - | "YES interested!" | 10:15 AM | | Tom Brown | +44 7701... | Delivered | - | - | 10:14 AM | | Emma Davis | +44 7702... | Failed | Invalid number | - | 10:16 AM | | Alex Smith | +44 7703... | Delivered | - | STOP | 10:18 AM |

Handle Opt-Outs

When Client Replies "STOP":

  1. Client's SMS consent status auto-updated to FALSE
  2. Future campaigns exclude this client
  3. You receive notification
  4. Action Required: None (automatically handled)

Re-Engage Opted-Out Client: If client later says "I want SMS offers again":

  1. Open client profile
  2. Toggle SMS Marketing Consent to ON
  3. Save
  4. Client re-added to future campaigns

Campaign Types & Examples

1. Special Offer Campaign

Purpose: Drive bookings with limited-time discount

Example Message (156 chars):

Spring Special: 20% off all Botox treatments this week only! Book by Fri. Call 020-1234-5678 or visit glowaesthetics.co.uk. - Glow Reply STOP to opt out

Target Audience: All clients with marketing consent

Expected Response Rate: 8-12%

Example Results (150 recipients):

  • 145 delivered
  • 15 replies (10%)
  • 8 bookings (5.3% conversion)
  • Revenue: £1,600 (8 × £200 avg)
  • Cost: £6.00
  • ROI: 26,567%

2. Re-Engagement Campaign (Dormant Clients)

Purpose: Bring back clients who haven't booked in 6+ months

Example Message (150 chars):

Hi {firstName}! We miss you! It's been {monthsSinceLastVisit} months since your last visit. Book any treatment this month and get 10% off. Call {clinicPhone}. - {clinicName}

Target Audience: Clients with last appointment 6+ months ago + marketing consent

Expected Response Rate: 5-8%

Example Results (200 dormant clients):

  • 190 delivered
  • 12 replies (6.3%)
  • 7 bookings (3.7% conversion)
  • Revenue: £1,400 (7 × £200 avg)
  • Cost: £8.00
  • ROI: 17,400%

3. Last-Minute Slot Fill

Purpose: Fill cancellation slot within 24 hours

Example Message (140 chars):

Cancellation alert! {treatmentName} slot available tomorrow {appointmentTime}. First to reply YES gets it! Call {clinicPhone}. - {clinicName}

Target Audience: Clients who've had that treatment before + marketing consent

Expected Response Rate: 15-25% (urgency drives action)

Example Results (50 targeted clients):

  • 48 delivered
  • 8 replies (16.7%)
  • 1 booking needed (slot filled by first reply)
  • Revenue: £300
  • Cost: £2.00
  • ROI: 14,900%

4. New Service Launch

Purpose: Announce new treatment availability

Example Message (158 chars):

Exciting news! We now offer Profhilo skin treatments - the injectable skincare everyone's talking about. Book your free consultation: {clinicPhone}. - {clinicName}

Target Audience: All active clients with marketing consent

Expected Response Rate: 6-10%

Example Results (250 clients):

  • 240 delivered
  • 18 inquiries (7.5%)
  • 10 consultations booked
  • 6 treatments booked (60% consultation → treatment conversion)
  • Revenue: £1,800 (6 × £300 avg)
  • Cost: £10.00
  • ROI: 17,900%

5. Birthday Campaign

Purpose: Make clients feel special + drive birthday bookings

Example Message (145 chars):

Happy Birthday {firstName}! 🎉 Treat yourself to 15% off any treatment this month. Book your birthday glow-up: {clinicPhone}. - {clinicName} Reply STOP to opt out

Target Audience: Clients with birthday this month + marketing consent

Expected Response Rate: 12-18%

Example Results (20 birthday clients):

  • 19 delivered
  • 3 bookings (15.8%)
  • Revenue: £600 (3 × £200 avg)
  • Cost: £0.80
  • ROI: 74,900%

6. Seasonal Campaign

Purpose: Capitalize on seasonal demand (summer, holidays, etc.)

Example Message (155 chars):

Get beach-ready! Pre-summer skin prep: 20% off chemical peels + laser treatments until June 1st. Book now: {clinicPhone}. - {clinicName} Reply STOP to opt out

Target Audience: Clients interested in skin treatments + marketing consent

Expected Response Rate: 10-14%

💡 Pro Tips

Send Time Optimization

Best Send Times (UK Data): | Day | Time | Open Rate | Conversion Rate | |-----|------|-----------|-----------------| | Tuesday | 10:00 AM - 12:00 PM | 22% | 6.2% | | Wednesday | 10:00 AM - 12:00 PM | 24% | 6.5% | | Thursday | 10:00 AM - 12:00 PM | 23% | 6.1% | | Monday | 9:00 AM - 11:00 AM | 18% | 4.8% | | Friday | 2:00 PM - 4:00 PM | 16% | 3.9% | | Saturday | 11:00 AM - 1:00 PM | 12% | 2.5% | | Sunday | Avoid | 8% | 1.2% |

Avoid:

  • ❌ Before 8:00 AM (feels intrusive)
  • ❌ After 8:00 PM (UK PECR guidance suggests respecting personal time)
  • ❌ Sundays (low engagement)
  • ❌ Monday mornings (inbox overload)

Frequency Management

Recommended Campaign Frequency:

  • 1-2 campaigns per month: Optimal (not overwhelming)
  • 3-4 campaigns per month: Maximum (risk of annoyance)
  • 5+ campaigns per month: High opt-out risk

Exception: Urgent campaigns (last-minute slots) can be sent ad-hoc without counting toward monthly limit.

Track Opt-Out Rate:

  • Under 2% opt-out rate = healthy frequency
  • 2-5% opt-out rate = consider reducing frequency

  • 5% opt-out rate = sending too often, causing annoyance

Segmentation Strategy

Hyper-Targeted Campaigns Perform Better: | Campaign Type | Broad Targeting | Hyper-Targeted | Performance Difference | |---------------|----------------|----------------|------------------------| | Botox Offer | All clients (500) | Botox clients only (150) | 2× conversion rate | | New Service Launch | All clients (500) | Clients who've tried similar treatments (80) | 3× conversion rate | | Re-engagement | All dormant clients (300) | Dormant VIP clients (50) | 4× conversion rate |

Why Hyper-Targeting Works:

  • ✅ Relevant = Higher engagement ("This offer is for ME!")
  • ✅ Lower cost = Fewer recipients but same revenue
  • ✅ Lower annoyance = Clients only get offers they care about

A/B Testing Campaigns

Test Message Variations:

  1. Create 2 versions of campaign with different messaging
  2. Send Version A to 50% of list
  3. Send Version B to other 50%
  4. Compare response rates
  5. Use winning version for future campaigns

What to Test:

  • Offer Amount: "15% off" vs "20% off"
  • Urgency: "This week only!" vs "Limited time!"
  • Tone: Professional vs Warm/Friendly
  • CTA: "Call now" vs "Reply YES" vs "Book online"
  • Emoji Usage: With emoji 🎉 vs without

Example A/B Test:

  • Version A (no urgency): "Spring Special: 20% off Botox. Call 020-1234-5678."
  • Version B (urgency): "Spring Special: 20% off Botox THIS WEEK ONLY! Call 020-1234-5678."
  • Result: Version B = 14% response rate vs Version A = 9% (55% improvement)

Cost Optimization

Reduce SMS Costs Without Hurting Results:

  1. Use 1 SMS (160 chars) instead of 2 (161+ chars):

    • Savings: 50% cost reduction per campaign
    • Example: 150 recipients × 2 SMS = £12 → 150 × 1 SMS = £6

  2. Hyper-Target Instead of Broad Blast:

    • Broad: 500 recipients × £0.04 = £20
    • Targeted: 100 relevant recipients × £0.04 = £4
    • Same conversion, 80% cost reduction

  3. Test Small Before Large:

    • Send to 20 clients first (test message)
    • Check response rate
    • If poor, edit message before sending to full list
    • Avoids wasting £20 on ineffective message

🎯 Use Cases

Use Case 1: Fill Slow Tuesday Mornings

Problem: Tuesday 9-11am slots rarely booked, wasted capacity

Solution: Create weekly "Tuesday Special" campaign:

  • Target: Clients who've had treatments during weekdays before (flexible schedule)
  • Message: "Tuesday Special: Book any treatment Tue 9-11am and save 10%! This week only. Call {clinicPhone}. - {clinicName}"
  • Send: Monday 5PM (evening before)
  • Recipients: 80 flexible clients

Result:

  • 8 bookings/week (10% response rate)
  • Revenue: £1,600/week = £6,400/month
  • Cost: £3.20/week = £12.80/month
  • ROI: 49,900%

Use Case 2: Profhilo Launch Campaign (Multi-Week)

Scenario: Launching Profhilo treatment, need client awareness + bookings

Campaign Strategy (3-week sequence):

Week 1: Awareness (200 recipients)

  • Message: "Exciting news! We now offer Profhilo - the injectable skin booster everyone's talking about. Learn more: {clinicWebsite}/profhilo"
  • Goal: Education
  • Result: 30 website visits

Week 2: Social Proof (200 recipients)

  • Message: "Our first Profhilo clients are glowing! 🌟 This revolutionary treatment improves skin hydration and texture. Free consultations available. Call {clinicPhone}."
  • Goal: Build desire
  • Result: 15 consultation bookings

Week 3: Limited Offer (200 recipients)

  • Message: "LAST CHANCE: 15% off Profhilo treatments booked this week! Limited slots. Call {clinicPhone} now. - {clinicName}"
  • Goal: Drive conversions
  • Result: 12 treatment bookings

Total Campaign Results:

  • Cost: £24 (600 SMS)
  • Consultations: 15
  • Treatments booked: 12
  • Revenue: £3,600 (12 × £300)
  • ROI: 14,900%

❓ Common Questions

Q: Can I send campaign to clients who don't have marketing consent? A: No. UK PECR law requires explicit consent. Aestheticc automatically filters out clients without consent - you cannot override this.

Q: What if client replies "interested" but doesn't book? A: Mark as "Lead" in client profile, follow up manually via call or email within 24-48 hours.

Q: Can I schedule recurring campaigns (e.g., same message every month)? A: Not automated yet. Manual workaround: Schedule 12 campaigns on 1st of each month (Jan-Dec) in one sitting. Recurring campaigns coming soon.

Q: What if I accidentally send campaign twice to same person? A: Aestheticc deduplicates recipients automatically. If you select same client list twice, each client receives only 1 SMS.

Q: Can I see which clients clicked links in SMS? A: Not directly (SMS doesn't track clicks like email). Use URL shorteners with tracking (bit.ly, goo.gl) to track clicks externally.

Q: What if campaign fails to send? A: Check Twilio status (Settings → Integrations → Twilio). Common causes: Twilio disconnected, insufficient credit, phone number suspended.

Q: Can I cancel scheduled campaign? A: Yes! Navigate to Messages → Campaigns → Find scheduled campaign → Click "Cancel Send" (only works if send time hasn't arrived yet).

Q: What's the maximum number of recipients per campaign? A: 10,000 recipients per campaign (Twilio limitation). If larger list needed, split into multiple campaigns.

Q: Do campaign SMS count toward monthly subscription limits? A: Depends on subscription tier. Check Settings → Subscription to see SMS limits (if applicable).

Q: Can I export campaign results to Excel? A: Yes! Campaign report page has "Export to CSV" button for recipient status, delivery rates, replies, etc.

🎯 Next Steps

After sending first campaign:

🆘 Need Help?

If you need help with SMS campaigns, contact support at: 📧 support@aestheti.cc

Last Updated: 2025-11-10 Related Documentation: SMS Overview, SMS Templates, SMS Compliance

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