SMS & MMS Marketing Planner

What it does

It produces a ready-to-build SMS/MMS program for DTC ecommerce, mobile app, and high-engagement SaaS brands. The output has six layers: (1) a compliance check — TCPA + A2P 10DLC registration, opt-in mechanism, and quiet-hours for US, with blockers flagged first; (2) a strategy ranking which flows to build first by ROI for the business model; (3) sequence designs specifying trigger, delay, character-counted copy, CTA, and segmentation for each priority flow; (4) a platform recommendation based on stack, list size, and complexity; (5) a measurement plan with KPIs, benchmarks, and an A/B test queue; (6) a compliance footer with required disclosures and STOP/HELP response templates.

Core principle: SMS is not "another email." The channel earns the right to interrupt because of opt-in, so it is used only for messages that genuinely benefit from immediacy — anything that could wait 24 hours goes to email. Every send must pass "would I be glad I got this text?"

When to use it

• Standing up an SMS program from scratch or optimizing an existing one.
• Designing abandoned-cart, post-purchase, win-back, or welcome flows.
• Deciding "should I do SMS, SMS vs email?"
• When A2P 10DLC / TCPA compliance, number type (short code / toll-free / 10DLC), or platform choice (Klaviyo / Postscript / Attentive / Twilio) is unclear.
• Planning a BFCM / flash-sale promo calendar that won't collide with the email schedule.

Method / frameworks

• TCPA + A2P 10DLC compliance framework: express written consent, opt-in disclosure (program name, frequency, STOP/HELP, "Msg & data rates may apply"), quiet hours (recipient-local 9am–8pm default; FL/OK/WA/TX stricter), The Campaign Registry registration. Since Feb 2025 unregistered A2P traffic is fully blocked by carriers.
• "SMS Beats Email" decision matrix: use-case mapping by channel property (cart recovery → SMS first; newsletter → email).
• Sequence templates: welcome, abandoned cart (30min / 4h / 24h), browse abandonment, post-purchase, win-back, promotional, transactional — each with trigger + delay + copy rules.
• Segment economics: every send has a real cost ($0.0075–$0.04 + carrier fees); GSM-7 160 chars = 1 segment, emojis force UCS-2 at 70 chars.
• Number-type rule: list <10K = 10DLC, 10K–100K = toll-free, 100K+ = short code.
• Measurement set: opt-in rate, CTR, conversion/send, revenue per send (RPS), opt-out rate, list growth — with benchmark ranges.