Scope of Work: CRM-Integrated SMS Marketing

1. Discovery & Audit

• Review client’s existing SMS marketing efforts and CRM capabilities.
• Audit customer data quality, segmentation, and compliance readiness.
• Identify business goals: lead nurturing, customer engagement, promotions, retention, and conversions.
• Map customer touchpoints where SMS communication can add value.

2. Strategy & Planning

• Define SMS campaign objectives and KPIs:
  • Delivery rate
  • Open rate
  • Click-through rate
  • Conversion rate
  • ROI
• Segment audiences using CRM data:
  • Leads, prospects, customers
  • Behavioral triggers (abandoned carts, recent purchases, inactivity)
  • Demographics, preferences, or subscription tiers
• Plan content strategy including personalized messages, promotions, and alerts.
• Ensure compliance with SMS marketing regulations (TCPA, GDPR, POPIA).

3. Data Integration

• Connect SMS platform with CRM for automated data sync.
• Enable dynamic personalization using CRM fields (name, recent purchase, loyalty points).
• Track message delivery, engagement, and conversion metrics within CRM.
• Maintain opt-in/opt-out preferences in CRM for compliance.

4. Workflow & Automation

• Design automated SMS workflows triggered by CRM events:
  • Welcome messages for new subscribers
  • Cart abandonment reminders
  • Promotional offers based on purchase history
  • Appointment or subscription reminders
  • Re-engagement for inactive users
• Integrate SMS campaigns with email marketing, push notifications, and other channels for multi-channel engagement.

5. Implementation

• Configure SMS platform and CRM integration.
• Set up automated workflows and personalized message templates.
• Schedule campaigns and triggers based on CRM data and user behavior.
• Ensure real-time or scheduled reporting of SMS performance metrics.

6. Testing & QA

• Validate message delivery, personalization, and automation triggers.
• Test opt-in/opt-out functionality and compliance adherence.
• Confirm accurate data sync between CRM and SMS platform.
• Ensure proper formatting and readability across devices and carriers.

7. Reporting & Analytics

• Track key metrics:
  • Delivery and bounce rates
  • Click-through and conversion rates
  • Revenue generated per campaign
  • Engagement trends by segment or campaign
• Provide dashboards and reports within CRM for sales, marketing, and management teams.
• Enable drill-down analysis for optimization and segmentation insights.

8. Optimization

• Refine messaging, timing, and segmentation based on analytics.
• Implement A/B testing for campaigns, content, and CTAs.
• Adjust workflows for lifecycle stages, promotions, or seasonal campaigns.
• Align SMS campaigns with broader marketing and sales strategies.

9. Ongoing Monitoring & Support

• Monitor campaign performance, CRM integration, and workflow automation.
• Update templates, segments, and triggers as customer behavior evolves.
• Ensure compliance with evolving SMS marketing regulations.
• Provide training for marketing and sales teams on SMS campaign management.

Value Delivered

• Automated, personalized SMS campaigns that drive engagement and conversions.
• Unified view of SMS performance within CRM for actionable insights.
• Improved customer retention, re-engagement, and loyalty.
• Reduced manual effort in campaign management and segmentation.
• Scalable system to manage SMS marketing across multiple campaigns and customer segments.