HubSpot SMS automation: how to send text messages [2024]

Busy marketers are like jugglers.

You’ve got email sequences, social media posts, targeted ads, content pieces, and so much more—all intertwining and mingling and mixing together at once.

So software like HubSpot helps you keep your sanity as you stay organized.

(That’s probably why almost 217,000 users take advantage of HubSpot’s services.)

And add one more ball to the juggling mix: SMS.

SMS is an important marketing and communication tool for businesses to connect to prospects, customers, and even to employees internally.

So is there a way to incorporate SMS into your HubSpot workflow so that you can maximize your marketing efforts?

The answer is yes!

Here we’ll walk you through one way to incorporate HubSpot SMS—via Mobile Text Alerts and Zapier…

How to Set Up HubSpot SMS

Setting up HubSpot SMS through Mobile Text Alerts just takes a few steps.

Step 1: Create Your Mobile Text Alerts Alerts Account

Mobile Text Alerts is an SMS platform and API that lets you send out mass and individual text messages.

You can get a free Mobile Text Alerts account to test the process out before you commit to an actual subscription.

Step 2: Connect to Zapier

Once you’ve logged into your Mobile Text Alerts account, you’ll need to connect to the integration site Zapier.

You can do that by going to the “Add-Ons→Integrations” tab (note that if you’re in a free trial account, you may need to contact support in order to connect the integration).

From here, you can click the “Zapier” tile.

If you don’t already have a Zapier account, you’ll need to create one here within your Mobile Text Alerts dashboard, but in some cases, the free Zapier account can suffice.

Step 3: Create a “Zap”

Once you’re connected to Zapier, you can click the “Create Zap” button.

Then click on the “Trigger” card and select HubSpot as your “trigger” app.

Step 4: Select a “Trigger” Event

When clicked into the “HubSpot” trigger card, select the “event” that will trigger the automation you’re hoping to set up.

You can choose from a variety of trigger events, including “New Contact in List,” “New Form Submission,” or “New Contact Property Change.”

Step 5: Connect Your HubSpot Account

After selecting to continue, you’ll then be prompted to log into your HubSpot account so that you can connect it for your integration.

You can enter your HubSpot credentials directly there within your Mobile Text Alerts dashboard and you’ll be automatically connected.

Step 6: Customize Your Trigger and Action Details

You’ll be able to select specifics of what triggers the integration, and what action occurs once the integration is triggered.

Some examples of what you can designate it to do would include:

• Add contacts into your general SMS database when they are added to HubSpot
• Send a text message when someone fills out a HubSpot form

How HubSpot SMS Works

HubSpot SMS via Mobile Text Alerts would generally work in one of two ways…

Method 1: Trigger text messages immediately when an action is taken

One way this integration could work would be to trigger a text message to send immediately when someone takes a designated action.

This could be helpful if you want to send a confirmation text message after someone registers for an event, or if someone makes an ecommerce purchase, for example.

Through Mobile Text Alerts + Zapier, you’re able to send an immediate automated text message whenever anyone does any of the following:

• Submits a form
• Is added to your HubSpot database
• Creates a ticket

Method 2: Automatically sync HubSpot contacts for SMS management

Another way a HubSpot integration could work would be to simply sync your HubSpot contacts into an SMS platform/API, so that you can manage SMS efforts to those contacts.

This gives you several benefits, such as…

• Organizing your contacts into different SMS groups, so that you can target messages appropriately
• Scheduling messages for specific dates/times
• Saving message templates that you can resend at any time
• Setting up auto-reply messages that can trigger when your contacts send you a text or reply to one of your messages
• Creating automated drip campaigns that “drip out” a series of messages to your contacts over a period of time
• Analyzing data in regards to the messages you’ve sent
• Monitoring 1-on-1 conversations you have with your contacts

Note that this method isn’t necessarily exclusive of method #1 and you are able to do both simultaneously.

Example flow

Here’s an example of what a flow could look like…

• Your contact submits an online form you’ve created via HubSpot
• The contact receives a confirmation SMS that the form was successfully submitted
• The contact is also added to both your HubSpot database and your Mobile Text Alerts SMS database
• The contact is placed into a targeted group in your SMS database indicating that they signed up via your HubSpot form
• Your contact will then receive any future messages you send/schedule to that group (your contact will also be automatically moved through any drip campaign you’ve assigned to that group)

Why Not Use HubSpot’s Built-In SMS Feature?

One valid question is why you should go through a HubSpot SMS integration when HubSpot offers its own SMS feature.

You should definitely consider whether HubSpot’s built-in SMS feature would make more sense for your situation.

But there are a few reasons why, in some cases, you might be better off going a different route…

Availability

HubSpot’s SMS feature is not available for all plans.

In order to use it, you’ll need to be a HubSpot Marketing Pro+ user.

While it’s true that if you’re using HubSpot for marketing purposes, you probably already have at least a Marketing Pro plan, it may not be true in all cases (for example, perhaps you’re actually using HubSpot for sales and therefore have a Sales Pro plan instead).

If you’re not a Marketing Pro+ user and yet still want to use SMS, you could consider contacting HubSpot support, or consider using an integration as discussed in this article.

Price

HubSpot’s SMS feature is not included for free in HubSpot plans but is actually an add-on for Marketing Pro+ users.

If you don’t have the budget to pay for a HubSpot Marketing Pro+ plan, in addition to the SMS add-on which costs a minimum of $75/month (or if you just want to save some $$$), then you’ll need to go through an integration option.

With Mobile Text Alerts, costs start at $20/month.

Restrictions

HubSpot SMS is not available to all types of businesses.

Since they are powered by Twilio, they follow Twilio’s guidelines on messaging restrictions for certain categories of content. This would include a lot of topics, but some examples are listed below:

• Loans
• Cryptocurrency
• Stocks
• Affiliate marketing
• Debt collection
• “Deceptive” work-from-home opportunities
• Mystery shopping
• Drugs (both prescription and illegal)
• CBD
• Vape
• Fireworks
• Gambling
• Sex
• Hate
• Tobacco
• Firearms

Third Party

HubSpot’s SMS offering is not something they offer natively but is powered by the third party Twilio.

As such, HubSpot is already using a third party, and you may find it better to work directly with a different third party.

Ways to Use HubSpot SMS (Examples)

So in what cases would it actually be helpful to use HubSpot SMS?

Here are some examples to consider…

Lead Nurturing and Follow-Up

You can use SMS via Hubspot to send personalized SMS messages to follow up with leads after they download a content offer or fill out a form. And/or you can nurture leads with relevant information or special offers.

“

Hi [First Name], thanks for downloading our ebook! Check out this exclusive video for more insights: [link. Let me know if you have any other questions!

Appointment Reminders and Confirmations

Why not use SMS to automatically send reminders for scheduled appointments or meetings? This can also have a benefit of allowing customers/clients to confirm or reschedule appointments via SMS.

“

Reminder: You have an appointment with [Business Name] tomorrow at 3:00 PM. Reply 'C' to confirm or 'R' to reschedule.

Promotional Campaigns and Special Offers

Launching limited-time promotions or exclusive deals to your HubSpot contact lists is another way to use SMS. Sharing discounts through SMS can give a sense of urgency that’s more effective than email.

“

Exclusive offer! Get 25% off your next purchase using code SMSONLY. Offer ends tonight at midnight. Shop now: [link]

Customer Support and Feedback Collection

SMS enables your customers to reach out to your support team for quick inquiries or issues. It also allows you to send SMS surveys or feedback requests to gather valuable insights from customers.

“

How was your recent experience with [Product/Service]? Reply with a rating from 1-5 and any feedback to help us improve.

Event Reminders and Updates

Just like with appointment reminders, you can send SMS reminders to registrants leading up to webinars, conferences, or live events.

“

[Event Name] is just 2 days away! Check-in opens at 8 AM on Tuesday. Reply with any last-minute questions or dietary restrictions.

Cart Abandonment Recovery

Trigger SMS messages to customers who abandon their online shopping carts, with personalized reminders or incentives.

“

[First Name], we noticed you left some items in your cart. Complete your order now and get free shipping with code SMSBOOST: [link]

Two-Factor Authentication

HubSpot SMS could be an avenue for secure two-factor authentication during login or account verification processes.

“

Your verification code is 482917. Enter this on the login screen to complete the sign-in process securely.

Internal Communication and Notifications

Using SMS doesn’t have to just be for marketing purposes. You can use it internally as well—to quickly communicate with team members, send alerts, or share important updates within your organization.

“

Team, the weekly status meeting has been rescheduled to 2:30 PM today. Please update your calendars accordingly.

Some Things You Should Know Before Getting Started with SMS

Before you get started with HubSpot SMS, there are a few things you should know.

1. You’ll need to register your brand—there should be a simple form you can fill out in order to do this; registering your brand helps you make sure your traffic gets a better delivery rate
2. Your messages cost more credits (“segments”) if they’re longer—if your messages are longer than 160 characters, they will count as more credits (HubSpot calls them “segments”) toward your allotments
3. Your business may need special consideration—some businesses need special consideration depending on the type of content it will contain, if the nature of your business or product is potentially sensitive (with HubSpot’s direct SMS feature, some businesses won’t actually be able to use SMS); contact support if you have any questions about this

HubSpot SMS FAQ

Here are some answers to other questions that may be on your mind regarding HubSpot SMS…

Why use HubSpot SMS?

SMS is one of the most effective ways to connect with people in the modern world.

One study found that 55% of SMS are opened while 100% of SMS are at least viewed.

It’s a lot more direct of a communication channel than others such as email or social media.

So it only makes sense to incorporate SMS into your HubSpot workflow.

Incorporating HubSpot SMS can help give you a boost in your marketing, sales, and internal workplace communication.

Does HubSpot have SMS marketing?

Yes, HubSpot does have an SMS marketing option.

It’s important to note, however, a few restrictions inherent in HubSpot’s built-in offering (see the section “Why Not Use HubSpot’s Built-In SMS Feature?” above):

• HubSpot’s built-in option isn’t available on all plans
• On plans in which HubSpot’s built-in SMS feature is offered, it is offered as an add-on, so you’ll need to pay extra
• HubSpot follows its SMS provider’s restrictions on the type of content you’re allowed to send
• HubSpot’s built-in SMS marketing service is offered through a third-party provider, so you may find a third party that you like better

How much does HubSpot SMS cost?

If you use HubSpot’s built-in SMS feature, it will cost a minimum of $75/month, in addition to the fees for whatever HubSpot plan you are on.

If you use a third party, such as Mobile Text Alerts, the costs will vary.

Mobile Text Alerts, for example, will cost a minimum of $20/month.

The First Step to Get Started with HubSpot SMS

Now that you’ve been familiarized with how HubSpot SMS works and different ways you can use it, the next question is, “How difficult is it to get started?”

The good news is that the first step is very simple.

You just need to create a free test account of an SMS platform to try it out—and there’s no credit card required so there’s no risk.

Go ahead and try it out today!