HubSpot has become a go-to platform for businesses looking to streamline their marketing efforts. But when it comes to SMS marketing, many users find themselves wondering about HubSpot’s capabilities. The short answer is yes—HubSpot does offer SMS marketing features, though they work differently than you might expect.
SMS marketing has proven to be one of the most effective ways to reach customers directly. With open rates as high as 98%, text messages cut through the noise of crowded email inboxes and social media feeds. If you’re already using HubSpot for your marketing automation, understanding how to leverage its SMS capabilities can help you create more comprehensive campaigns.
This guide will walk you through everything you need to know about HubSpot’s SMS marketing features, how they work, and whether they’re the right fit for your business needs.
How HubSpot’s SMS Marketing Works
HubSpot’s SMS marketing functionality is built into their Marketing Hub and Service Hub platforms. Unlike standalone SMS marketing tools, HubSpot integrates text messaging into your broader customer relationship management (CRM) system.
The platform allows you to send SMS messages through workflows, create text-based sequences, and track engagement metrics alongside your other marketing channels. This integration means you can trigger SMS messages based on website behavior, email interactions, or other customer actions recorded in your HubSpot database.
Available SMS Features in HubSpot
HubSpot’s SMS marketing includes several key features:
Workflow Integration: You can add SMS messages to your automated workflows. For example, when a contact downloads a specific piece of content, you can automatically send them a follow-up text message.
Contact-Based Messaging: Send individual SMS messages directly from contact records. This is particularly useful for sales teams who want to reach prospects quickly.
Two-Way Messaging: HubSpot supports two-way SMS conversations, allowing contacts to respond to your messages. These responses appear in your HubSpot timeline for easy tracking.
Personalization Tokens: Just like with email marketing, you can personalize SMS messages using contact properties and other data stored in your CRM.
Scheduling Options: Schedule SMS messages to be sent at specific times or dates, ensuring your messages reach contacts when they’re most likely to engage.
Setting Up SMS Marketing in HubSpot
Getting started with SMS marketing in HubSpot requires a few setup steps. First, you’ll need to connect a phone number to your HubSpot account. HubSpot partners with Twilio to provide SMS services, so you’ll need to set up this integration.
The process involves purchasing a phone number through HubSpot’s interface and configuring your SMS settings. You can choose local numbers for different regions, which can help improve delivery rates and make your messages appear more familiar to recipients.
Once your phone number is connected, you’ll need to ensure compliance with SMS marketing regulations. This includes setting up proper opt-in processes and providing clear opt-out instructions in your messages.
Compliance and Best Practices
SMS marketing comes with strict compliance requirements. The Telephone Consumer Protection Act (TCPA) in the United States requires explicit consent before sending marketing text messages. HubSpot includes tools to help you manage these requirements.
You’ll need to create opt-in forms that clearly explain what types of messages contacts will receive and how frequently. HubSpot can automatically manage opt-outs when contacts reply with “STOP” or similar keywords.
Keep your messages concise and valuable. SMS messages have a 160-character limit for optimal delivery, so every word counts. Focus on clear calls-to-action and relevant information that provides immediate value to your contacts.
Pricing and Plan Requirements
HubSpot’s SMS marketing isn’t available on all plans. You’ll need at least a Professional or Enterprise subscription to access SMS features. The exact pricing depends on your volume of messages and the specific HubSpot products you’re using.
SMS messages are typically charged per message sent, with costs varying by country and region. HubSpot provides detailed pricing information in their platform, and you can set spending limits to control your SMS marketing budget.
It’s worth noting that while HubSpot includes SMS functionality, the per-message costs can add up quickly for high-volume campaigns. Businesses sending thousands of SMS messages monthly might find dedicated SMS marketing platforms more cost-effective.
Comparing HubSpot SMS to Dedicated SMS Platforms
While HubSpot offers SMS marketing capabilities, it’s important to understand how they compare to dedicated SMS marketing platforms like Klaviyo, Attentive, or Twilio Messaging.
Integration Advantages: HubSpot’s biggest advantage is seamless integration with your existing marketing data. You can create sophisticated campaigns that combine email, social media, and SMS based on detailed customer profiles.
Feature Limitations: Dedicated SMS platforms often offer more advanced features like advanced segmentation, A/B testing for SMS campaigns, and more detailed analytics. HubSpot’s SMS features are more basic but sufficient for most businesses.
Cost Considerations: For businesses already using HubSpot extensively, adding SMS marketing can be cost-effective. However, companies sending large volumes of SMS messages might find dedicated platforms offer better per-message pricing.
Ease of Use: If your team is already familiar with HubSpot, adding SMS marketing requires minimal learning curve. The interface and workflow creation process remain consistent with other HubSpot marketing tools.
Effective SMS Marketing Strategies in HubSpot
To maximize your SMS marketing success in HubSpot, consider these proven strategies:
Segment Your Audience: Use HubSpot’s powerful segmentation tools to send targeted SMS messages. Different customer segments respond to different types of messages, so tailor your approach accordingly.
Create Multi-Channel Campaigns: Combine SMS with email marketing and social media for comprehensive campaigns. For example, send an email announcement followed by an SMS reminder closer to an event deadline.
Use Behavioral Triggers: Set up workflows that send SMS messages based on specific actions. Cart abandonment messages, appointment reminders, and post-purchase follow-ups all work well via SMS.
Test and Optimize: Monitor your SMS campaign performance through HubSpot’s analytics. Track delivery rates, response rates, and conversion metrics to improve your messaging strategy.
Timing Matters: Schedule SMS messages during appropriate hours. Most people check their phones constantly, but sending messages during business hours typically yields better results.
Troubleshooting Common SMS Marketing Issues
Even with a robust platform like HubSpot, SMS marketing can present challenges. Here are solutions to common issues:
Low Delivery Rates: Check your contact list for invalid phone numbers and ensure you’re using proper formatting. International numbers may require specific formatting to deliver successfully.
Poor Engagement: Review your message content for relevance and value. Generic promotional messages often get ignored, while personalized, timely messages see better engagement.
Compliance Concerns: Regularly audit your opt-in processes and ensure all contacts have explicitly consented to receive SMS messages. Keep detailed records of consent for compliance purposes.
Technical Integration Issues: If you’re experiencing problems with the Twilio integration, check your account settings and contact HubSpot support for technical assistance.
Alternative SMS Marketing Solutions
If HubSpot’s SMS marketing doesn’t meet your needs, several alternatives offer different features and pricing structures:
Klaviyo: Particularly strong for e-commerce businesses, with advanced segmentation and automation features.
Attentive: Focuses specifically on SMS marketing with sophisticated targeting and personalization options.
Twilio Flex: Offers more technical control and customization options for businesses with development resources.
Mailchimp: Provides SMS marketing alongside email marketing, though with less CRM integration than HubSpot.
Each platform has its strengths, so consider your specific needs, budget, and existing technology stack when making a decision.
Making the Most of HubSpot’s SMS Marketing
HubSpot does offer SMS marketing capabilities that can be valuable for businesses already using their platform. The integration with your existing CRM data and marketing workflows provides significant advantages for creating cohesive, multi-channel campaigns.
However, success with SMS marketing depends more on your strategy than your platform. Focus on providing value to your contacts, respecting their preferences, and maintaining compliance with regulations. Whether you use HubSpot or another platform, these fundamentals remain the same.
Start small with your SMS marketing efforts. Test different message types, timing, and audience segments to understand what works best for your business. As you gain experience and see positive results, you can expand your SMS marketing efforts and explore more advanced features.
Remember that SMS marketing is just one piece of your overall marketing strategy. Use it to complement your email marketing, social media, and other channels rather than replacing them entirely. The most successful marketers use SMS strategically, sending the right message to the right person at the right time.
Exploring whether HubSpot has SMS marketing capabilities can help enhance your outreach strategy, particularly when paired with the power of data information analysis to unlock insights for smarter decision-making.
