SMS in Salesforce Marketing Cloud
completed
Full texting solution for Salesforce Marketing Cloud enabling two-way SMS campaigns.
A firm wanted to add SMS as a marketing and operational channel, integrated directly with their existing Salesforce Marketing Cloud instance.
The problem. Email was the only automated outbound channel. SMS had higher open rates and faster response times for time-sensitive communications (appointment reminders, event confirmations, follow-ups), but Marketing Cloud's native SMS capabilities were limited and expensive at the firm's scale.
What was built. A custom SMS integration between Salesforce Marketing Cloud and Twilio. Two-way messaging: outbound campaigns send through Twilio, inbound replies route back to the correct Salesforce record. Opt-in/opt-out compliance is handled automatically. Campaign analytics are visible alongside email performance in the existing Marketing Cloud reporting.
The outcome. A fully operational SMS channel integrated with the CRM, used for appointment reminders, event follow-ups, and targeted outreach. Response rates significantly higher than email for time-sensitive messages.
Technologies used
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