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How to use SMS in HubSpot? Discover the applications of text messages in the most popular CRM system.
What is HubSpot?
HubSpot is a tool that allows you to control the entire customer relationship: from the first contact, through the offer, to after-sales service. Unfortunately, key messages sent automatically by a CRM system sometimes get lost in email inboxes or arrive too late. Fortunately, there is a solution! SMS works differently: it is short, direct, and usually reaches the recipient at a moment when they can truly react.
In this article, you will learn how to easily and practically launch SMS in HubSpot. Read on to find out: when it is worth using text messages, the role of two-way communication, and how to build automations that optimize online marketing and sales.
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When does SMS in HubSpot make sense?
SMS in a CRM works best in situations where time is critical and a single, specific action from the recipient is required.
Examples of SMS use cases in HubSpot
- Reminders, SMS notifications, and appointment confirmations (e.g., meetings, visits, calls).
- Quick inquiries instead of long email threads.
- Information about important changes (e.g., completion dates, ticket status).
- Requests for simple answers: “YES/NO” or “1/2/3”.
- Sending links to schedule appointments, make payments, or download information.
SMS or Email? The Advantage of SMS
Email is great for presenting longer content like offers or documents. SMS wins where speed is essential or when you want to trigger an immediate action.
Advantages of SMS
- Open rate: reaches 95%.
- Speed: 69% of messages are read within 5 minutes.
- CTR (Click-Through Rate): average SMS CTR ranges from 11% to 35%, while email benchmarks hover around 2%.
In practice: use SMS for short messages requiring an immediate reaction and leave email for materials that require careful reading.
What does the SMSAPI module offer in HubSpot?
The greatest value of SMS for CRM is not just adding another channel, but making text messages part of the sales and service process.
Unique SMS Values
- Personalization: Use contact data like name, account manager, or case stage.
- Automation: Send messages within HubSpot Workflows.
- Interactivity: Use customer replies to trigger the next steps in your process.
- Short Links: Shorten URLs and measure click statistics.
What is Two-Way SMS Communication?
In SMSAPI, two-way communication (2-WAY SMS) involves using a receiving number to collect messages from customers. This allows you to have a text conversation rather than just sending one-way notifications.
How 2-WAY SMS works in HubSpot
An SMS response can act as a decision gate in your process. Instead of guessing if a customer is interested, you ask directly and get an answer that can be translated into further CRM actions.
- Sales Example: A contact received an offer. After two days of silence, HubSpot sends an SMS: “Are we moving forward? Reply: 1 – yes, 2 – next week, 3 – no longer interested.” One quick reply clarifies the situation.
- Customer Service Example: A ticket is resolved. SMS: “Was the problem solved? Reply YES or NO.” If “NO”, HubSpot can automatically create a task for a follow-up call.
SMS Automations in HubSpot (Scenarios)
Through the SMSAPI and HubSpot integration, you can automate SMS sending using “if X happens, do Y” workflow rules.
Marketing Scenarios
- Form Submission: Instead of an email, the user gets an immediate SMS: “Thanks for your inquiry. To schedule a call, pick a time here: [LINK].”
- Webinars/Events: Send an SMS reminder the day before and a link to join on the day of the event to increase attendance.
- NPS Surveys: An automated SMS a day after a service: “Would you recommend us? Rate us from 0 to 10.”
Sales Support Scenarios
- New Lead Assigned: An automated “First Contact” SMS from the account manager: “Hi, this is [Name] from [Company]. When can we talk? Reply: today/tomorrow + time.”
- Meeting Reminders: Send a text a few hours before a meeting with a link to reschedule if necessary.
- Offer Follow-up: A short SMS after sending an offer: “I’ve sent the proposal. Did it arrive? Reply YES/NO.”
Industries that Benefit Most
- B2B/Professional Services: Closing topics without multi-day email exchanges.
- Education: Reminders about classes and webinars.
- Medical/Local Services: Confirming appointments and filling last-minute cancellations.
- Real Estate: Quick info exchange and scheduling viewings.
- E-commerce: Abandoned cart reminders and payment links.
Sending SMS with a Link
If you include a link in your SMS, it is worth shortening it. This makes the message more readable and prevents the URL from consuming most of the available 160 characters. At SMSAPI, we provide a free shortener, as well as the option to use short links within your domain.
How to Start?
If you want to use SMSAPI within HubSpot, you can contact the Partnership Manager (Bartosz Skubała) to help launch the module and configure specific automations.
Test SMSAPI
Create a free account at SMSAPI and test the professional SMS gateway for companies.
