Integrating SMS with Omnichannel Platforms: Klaviyo, Omnisend Setup

## Introduction In today’s fast-paced digital commerce landscape, connecting with customers through the right channel at the right moment is critical. SMS has re-emerged as a powerhouse for engagement, boasting open rates exceeding 90% and driving immediate action. When integrated into omnichannel automation platforms like Klaviyo and Omnisend, SMS becomes a seamless part of your email, push, and behavioral messaging strategy. This guide provides a step-by-step walkthrough for setting up SMS in both platforms, ensuring compliance, and implementing best practices for maximum impact. ## Why Add SMS to Your Omnichannel Mix SMS offers urgency, simplicity, and direct reach that email alone cannot match. Combined with robust automation triggers—such as abandoned cart reminders, back-in-stock alerts, or personalized offers—SMS can lift conversion rates significantly. Both Klaviyo and Omnisend provide native SMS capabilities that allow you to create cross-channel flows, manage subscriber consent, and track performance within a unified interface. ## Klaviyo SMS Integration: Step-by-Step ### 1. Enable SMS in Your Klaviyo Account Klaviyo’s SMS functionality is built on top of its core platform. Navigate to the **Settings > SMS** section. If this is your first time, you’ll need to accept Klaviyo’s SMS terms of service. Klaviyo provides a US and Canadian long code option, or you can connect your own Twilio or Sinch account for more advanced control. ### 2. Choose Your SMS Provider - **Klaviyo’s default provider** is the simplest setup, offering US long codes and basic outbound capabilities. - **Bring your own Twilio account** for international coverage, short codes, or advanced routing. In the SMS settings, select “Custom SMS provider,” enter your Twilio Account SID, Auth Token, and messaging service SID. Verify the connection. ### 3. Configure Sending Information Set your **Sending number** (use a dedicated long code or short code). Add a **Business name** for identification in messaging apps. Define your **Brand name** for TLS (Toll-Free Verification) if required. Ensure you comply with CTIA guidelines by providing a clear opt-out keyword (e.g., “STOP”) and a “HELP” response. ### 4. Build Your SMS Subscriber List Consent is non-negotiable. Add an SMS consent checkbox to your Klaviyo signup forms, checkout pages, or embed opt-in prompts in email campaigns. Klaviyo will automatically create a **Phone subscribers** segment. Use list hygiene rules to remove inactive numbers. ### 5. Create an SMS Flow In **Flows**, create a new flow triggered by an event like “Added to cart but not checked out.” Add an **SMS** action step. Compose your message with merge tags (e.g., `{{ event.extra.line_items.0.product.title }}`). Enable **Smart Sending** to avoid messaging people too frequently. Test thoroughly with your own number. ### 6. Compliance & Consent Klaviyo enforces CTIA and GDPR regulations. Always include explicit consent capture. Use Tier 1 and Tier 2 compliance segments to manage who receives SMS. Regularly review your opt-out rates and adjust frequency. ## Omnisend SMS Integration: Step-by-Step ### 1. Activate SMS Channel In Omnisend, go to **Store Settings > Channels > SMS** and toggle it on. Omnisend uses its own carrier network or allows integration with providers like Twilio. For most users, Omnisend’s built-in SMS is sufficient, with support for US, Canada, UK, and EU countries. ### 2. Set Up Sender ID and Compliance Omnisend allows alphanumeric sender IDs (up to 11 characters) or a dedicated phone number. Navigate to **SMS Settings > Sender Name** to configure. Mandatory: add an opt-out keyword like “STOP.” Omnisend automatically appends your shop name and opt-out instructions to campaigns. ### 3. Collect SMS Subscribers Add an SMS signup form using Omnisend’s **Form Builder** with a phone field. You can also sync from Shopify checkout if you enable SMS marketing consent capture. Omnisend tracks subscribers in the **Audience > SMS Subscribers** tab. ### 4. Create SMS Automation Workflows Omnisend’s automation features are visually intuitive. Click **Automation > New Workflow**, choose a trigger (like “Customer subscribed to SMS”), and add an **SMS message** node. Edit the message, insert dynamic variables, and set timing delays. Combine SMS with email or push nodes inside a single automation for true omnichannel experiences. ### 5. Use Pre-built Templates & Segmentation Omnisend provides SMS templates for abandoned cart, order confirmation, and welcome series. Segment your SMS audience by purchase history, browsing behavior, or engagement level. A/B test message content and timing within the platform. ### 6. Monitor Deliverability Review the **SMS Report** dashboard for delivery rates, clicks, and conversions. Keep your list clean by removing bounced numbers. Use the **Link tracker** to measure URLs sent via SMS. ## Best Practices for SMS Success - **Permission First**: Never buy lists. Organic opt-in ensures high engagement and minimal spam complaints. - **Timing Matters**: Send during business hours in the recipient’s time zone. Leverage automation triggers—don’t blast all at once. - **Personalize & Keep It Short**: 160 characters can still pack a punch. Use the recipient’s name, reference recent site activity, and include a clear CTA. - **Cross-Channel Synergy**: Use SMS to complement emails—for example, an email sequence could mention an upcoming text offer, or an SMS can direct to an email for details. - **Test, Analyze, Optimize**: Review open rates, conversion per message, and unsubscribe trends. Both Klaviyo and Omnisend offer built-in analytics to refine your approach. ## Conclusion Integrating SMS into Klaviyo or Omnisend is an impactful move toward a cohesive omnichannel strategy. By following the setup steps outlined above and adhering to consent rules, you’ll unlock a channel that drives urgency, personalization, and revenue. Start small, iterate based on data, and watch your engagement rates climb.