Klaviyo's AI Assistant Simplifies SMS Copywriting

Text messaging is a newer marketing strategy that leverages a very popular communication channel – some 23 billion text messages are sent globally every day. Text messages are often used to send one-time messages to pre-established target audiences, such as informing customers of any number of opportunities with brands and increase engagement.  

The challenge of copywriting text messages is to create a message that informs and convinces subscribers to purchase the product the company is promoting. To help, Klaviyo created a new tool, SMS Assistant, that uses machine learning to simplify text message copywriting.

To create a campaign using the AI assistant, Klaviyo users start by selecting a campaign type from four choices. The choices are promotion, product announcement, newsletter and other. Content is then generated by the SMS Assistant using verbiage to match. If the user goes with "Promotion," content related to urgency and sales is generated.

Klaviyo users then input information about the campaign – include the name of the product and a brief description of the campaign. Naturally, the more information a user provides, the more relevant the generated content ideas are.

Once the information regarding the campaign is added, users click “Get Ideas” and three messages are generated based on the inputs. In most cases, two shorter messages utilizing a single SMS and one longer message that will utilize two messages are provided.

When the user sees a SMS they like, a simple click on the text box of the message populates it into the SMS editor. The selected message is added to any existing text the user may have in the editor rather than replacing it completely.

"Creating the right messaging that is compelling and tailored to the correct audience is one of the most time-consuming parts of creating a new SMS campaign, and we’re excited to provide a solution for brands and marketers,” said Josh Siegel, vice president, text messaging at Klaviyo.

Klaviyo’s SMS Assistant is an ideal tool for marketers who are considering SMS for the first time as it eliminates the content creation learning curve for this new channel, and those more experienced with SMS marketing see the time it takes to write content cut down.