Running SMS Campaigns

A well-timed text message has an open rate north of 90%. Compare that to email, where you are lucky if a quarter of your list even glances at the subject line. For a cigar shop, SMS is one of the most effective marketing tools you have -- if you use it right.

Before You Send Anything

TORO's SMS module runs through a Bandwidth integration, so make sure that is configured before you start planning campaigns. But the more important piece is consent. You can only text customers who have opted in. This is not optional or a best practice -- it is a legal requirement under TCPA regulations, and violations come with real fines.

TORO tracks consent status for every customer:

• Invited -- you have asked but they have not responded
• Opted In -- they have agreed to receive texts
• Opted Out -- they have declined or unsubscribed

Only opted-in customers will receive your campaigns. Do not try to work around this. It is protecting you.

Building a Campaign

Here is the process from start to finish:

1. 1 Open the SMS Module and go to Campaigns
2. 2 Click New Campaign -- or duplicate an existing one to use as a template if you have a format that works
3. 3 Write your message (more on this below)
4. 4 Select your target audience -- all opted-in customers, or a filtered group based on criteria like last visit date, account level, or spending history
5. 5 Set a send date and time, or choose to send immediately
6. 6 Review everything and confirm

Writing Messages That Work

You have 160 characters before your message splits into multiple segments. Each segment counts as a separate message and costs accordingly, so brevity is not just good writing -- it saves money.

• Be direct. "New limited release Padron just hit the shelf. 50 boxes, first come first served. Stop by today." That is a complete message with a clear reason to act.
• Include a call to action. Every text should tell the reader what to do. "Stop in today," "Mention this text for 10% off," "RSVP by Friday." If there is no action, there is no point.
• Time it right. Send during business hours. Nobody wants a cigar promotion buzzing their phone at 11 PM.
• Do not overdo it. Two to four campaigns per month is the sweet spot for most shops. More than that and you will see opt-out rates climb. Less than that and people forget you exist.

The Technical Side

• Message splitting: Anything over 160 characters becomes multiple segments. A 320-character message sends as two segments and costs twice as much. Edit ruthlessly.
• MMS messages (with images) count as a single message but cost more per send. A great product photo can be worth it for new arrivals.
• T-Mobile throttling: T-Mobile limits delivery to roughly 1,900 messages per day to their network. If your list is large, plan big campaigns to send over multiple days rather than all at once.
• Opt-out is instant. When someone replies STOP, they are done. They stay opted out until they actively re-subscribe. Respect it and move on.

Campaign Ideas Worth Stealing

• New arrivals: "Just got in a limited run of [brand]. Will not last the weekend." Scarcity drives action, and your regulars want first dibs.
• Events: "Whiskey and cigar pairing this Friday, 6-9 PM. Complimentary tastings. Bring a friend." Events build community, and SMS fills seats.
• Birthdays and anniversaries: TORO tracks these dates. A personal "Happy birthday -- stop in for a free stick on us" text costs almost nothing and builds real loyalty.
• Holiday promotions: Father's Day, Christmas, even National Cigar Day. Give people a reason to buy during gift-giving seasons.
• Slow day flash sales: Tuesday afternoon looking dead? Send a same-day offer. "Slow day special: buy any 5-pack, get a free cutter. Today only."
• Win-back messages: Target customers who have not visited in 60+ days. "It has been a while -- we have got some new stuff we think you would like. Stop in this week for 15% off."

Staying Compliant

TORO handles most of the compliance work for you, but know the basics:

• Customers must actively opt in before you send marketing texts
• Every message should include a way to opt out (most carriers handle this automatically with STOP)
• TORO tracks all consent changes, so you have a record if questions ever come up
• The SMS Opt-In Report in ARM shows enrollment status across your entire customer base -- use it to track how your opted-in list is growing or shrinking