Texting Strategy & Implementation Plan

The goal of 2X's texting strategy is to increase lead engagement, improve contact rates, reengage older leads, and create additional opportunities for customer communication and appointment scheduling. 

The strategy focuses on four primary texting capabilities: 

1. New Leads: Pre-call and post-call texting to improve connection rates. 
2. Old Leads: One-time texts to distribute content, information, or personalized links. 
3. Standalone Texting Campaigns: SMS-only outreach without calling, and gathering additional information to a form, updating expired credit-cards and prescriptions, etc.. 
4. Appointment Scheduling: Texting integrated with customer CRMs and Calendly to automate appointment booking. 

1. New Leads — Pre-Call and Post-Call Texting 

Objective: Improve contact rates and increase inbound engagement by incorporating texting into existing calling workflows. 

Strategy 

Pre-Call Texting 

• Send a text shortly before the AI agent places a call. 
• Notify the lead that someone will be reaching out. 
• Reference the lead's recent inquiry or requested information. 
• Help the lead recognize the incoming call and increase the likelihood of answering. 

Post-Call Texting 

• Send a follow-up text after an unanswered call or voicemail. 
• Remind the lead why 2X's customer is reaching out. 
• Encourage the lead to reply with a better time to connect or return the call. 

Example Messages 

Pre-Call: 

"Hi ##record_first_name##, this is [Company]. Thanks for your interest in [Offer]! We'll be giving you a quick call shortly to help you with the information you requested. Reply STOP to opt out." 

Post-Call: 

"Hi ##record_first_name##, we just tried reaching you about your request with [Company]. We'd love to connect and answer any questions! Is there a better time to reach you? Reply STOP to opt out." 

Key Benefits 

• Higher contact rates. 
• Increased inbound callbacks. 
• Improved lead recognition of incoming calls. 
• More opportunities to connect with leads who missed the initial call. 

Performance Metrics 

• Contact rate before and after texting. 
• Transfer rate. 
• Inbound transfer share. 
• SMS response rate. 
• SMS opt-out rate. 

2. Old Leads — One-Time Text to Share Content or Information 

Objective: Reengage older leads by sending a single text with a short link to relevant content, information, or an action they need to complete. 

Strategy 

Send one text on Day 1 only, containing a short link directing the lead to relevant information or content. 

Potential use cases include: 

• Webinars: Upcoming webinars, registration links, or recorded presentations. 
• Educational Content: Guides, articles, videos, or updated resources. 
• Offers and Promotions: Special offers, incentives, or new opportunities. 
• Information Updates: Secure forms to update expired payment methods, health information, or incomplete applications. 

When needed, 2X can connect to the customer's CRM to retrieve a personalized link or identify information that needs updating. 

Example Messages 

Webinar Invitation: 

"Hi ##record_first_name##, this is [Company]. We're hosting a free webinar about [Topic] and thought you might be interested! Register here: [Short Link]. Reply STOP to opt out." 

Educational Content: 

"Hi ##record_first_name##, this is [Company]. We wanted to share some updated information about [Topic] that you may find helpful. Take a look here: [Short Link]. Reply STOP to opt out." 

Information Update: 

"Hi ##record_first_name##, this is [Company]. We have a few details we'd like you to review to keep your information current. You can securely complete your update here: [Short Link]. Reply STOP to opt out." 

Key Benefits 

• Reengages older leads without requiring multiple texts. 
• Distributes valuable content and information. 
• Drives traffic to webinars, landing pages, and offers. 
• Helps customers collect missing or updated information. 
• Creates additional engagement opportunities without requiring a call. 

Performance Metrics 

• Link click-through rate. 
• Webinar registration rate. 
• Form completion rate. 
• SMS response rate. 
• SMS opt-out rate

3. Standalone Texting Campaigns — SMS Without Calling 

Objective: Allow 2X customers to communicate with leads and existing customers through dedicated SMS campaigns without an associated outbound calling workflow. 

Strategy 

Develop standalone SMS campaigns that operate independently of 2X's voice AI calling workflows. 

These campaigns can be used for: 

• Promotional offers and announcements. 
• Customer reengagement and winback campaigns. 
• Product or service updates. 
• Webinar invitations and event reminders. 
• Customer follow-ups. 
• Surveys and feedback requests. 

Unlike the one-time old leads strategy, standalone campaigns can include multiple texts over a defined period. 

Customers can respond directly to the messages, creating a two-way conversation. 

Example Messages 

Promotional Campaign: 

"Hi ##record_first_name##, this is [Company]. We have a special offer available for [Product/Service] and wanted to share it with you! Interested in learning more? Reply YES and we'll send you the details. Reply STOP to opt out." 

Customer Reengagement: 

"Hi ##record_first_name##, this is [Company]. It's been a while since we last connected! We'd love to share what's new and see if we can help. Would you be interested in learning more? Reply STOP to opt out." 

Technical Requirements 

• Ability to create SMS-only workflows. 
• Ability to schedule texts without triggering calls. 
• Two-way texting functionality. 
• Automated response handling. 
• CRM integration where needed. 
• Campaign-level reporting and analytics. 
• Opt-out management. 

Key Benefits 

• Expands 2X beyond voice-based outreach. 
• Provides customers with a standalone SMS communication channel. 
• Creates additional opportunities for lead engagement. 
• Supports promotional, informational, and customer retention campaigns. 

Performance Metrics 

• SMS delivery rate. 
• Response rate. 
• Positive, neutral, and negative responses. 
• Opt-out rate. 
• Link click-through rate. 
• Conversion rate. 

4. Appointment Scheduling — CRM and Calendly Integration 

Objective: Allow 2X to initiate appointment scheduling through SMS and automatically send personalized booking links based on information in the customer's CRM. 

Strategy 

2X sends a text asking whether the lead would like to schedule a time to speak with a representative. 

If the lead responds positively, 2X communicates with the customer's CRM to identify the appropriate representative and retrieve their individual Calendly scheduling link. 

2X then automatically sends that personalized link to the lead. 

Proposed Workflow 

Step 1 — Initial SMS 

2X sends a text asking whether the lead would like to schedule a conversation. 

Example: 

"Hi ##record_first_name##, this is [Company]. We'd love to find a convenient time to connect about your recent inquiry. Would you like to schedule a quick call? Reply YES and we'll send you a link to book a time. Reply STOP to opt out." 

Step 2 — Lead Responds 

The lead replies YES or expresses interest in scheduling an appointment. 

Step 3 — CRM Lookup 

2X pings the customer's CRM to identify: 

• The lead's assigned sales representative. 
• The appropriate representative's scheduling information. 
• The individual's Calendly booking link. 

Step 4 — Personalized Scheduling Link 

2X automatically sends the correct scheduling link to the lead. 

Example: 

"Great! You can choose a time that works best for you using this link: [Personalized Calendly Link]. We look forward to speaking with you!" 

Step 5 — CRM Update 

Once the appointment is booked, the scheduling system can notify the CRM and update the lead's status