When sending an SMS message, it is important to keep in mind the total number of characters used. One SMS message can hold up to 160 characters. This means that long links to your store might eat up most of the characters and double your expenses.
We have the option to replace your links with unique short links to ensure they do not use too many characters. Since we also want to track clicks and sales generated by your SMS messages, we are using our own domains. Therefore, we address both problems with the least effort from your side.
You can start with the video recording for a quick explanation or look through the instructions provided below.
Understanding Link Replacement Mechanism
Every time you add a link to your SMS message, we take it and replace it with a unique shortened link. These shortened and replaced links are unique to each of your recipients. Replacement happens when we prepare your message to be sent, so it is not actually seen when you are preparing your workflow.
Regardless of your link's length, we can replace it with a link with the same pattern: otxt1.com/la/XXXXX (automation) and otxt1.com/lc/XXXXX (campaigns).
The link consists of three major parts:
otxt1.com – This domain we use to shorten, replace, and track your links in SMS messages.
L – This stands for a link and allows us to separate this link from unsubscribe and automation links on your SMS messages. LC – This stands for link campaign and allows us to separate this link from unsubscribe links and automation links on your SMS messages.
XXXXX – the unique part, which is always different for each recipient. This allows us to track who clicked on your link in the SMS precisely.
💡 To ensure your recipients recognize your brand, we recommend starting your message with your "BRAND NAME."
Character Count
SMS messages allow up to 160 characters on a single SMS. However, you can write messages longer than that - they will be split into several messages and delivered to your recipients as two, three, or more separate SMS messages.
We provide a character counter at the top of the SMS text input field. This is a precise counter in cases where you are not adding any links to the message. However, in some cases, you might add a link. Therefore, the counter might need to be more precise.
Once you add a link to your SMS message, the counter counts all the characters in that link and subtracts them from the total left. If you use the link-shortening option, the actual character count might be shorter.
For example, sending an SMS with the text "https://www.omnisend.com" (see image below) shows that we used 24 characters. As we send it out, the link will be replaced by otxt1.com/lc/xxxxx, which uses only 15 characters.
Link Tracking
Link replacement is good not only because it allows you to use fewer characters in your SMS messages but also because it allows you to track the clicks from your SMS messages — this is something that is rarely seen in SMS marketing, but to our mind, it is very important.
When your SMS message is sent and a link is clicked, we automatically track that click and show it on your reports.
Also, we add UTM parameters for that link so you can track it through your Google Analytics. Here are the parameters we add:
utm_source={{presetName}} – the name of your preset, which changes every time you change its name. E.g., Abandoned Cart, Order Confirmation, etc.
utm_medium=sms - this parameter always stays the same.
utm_campaign={{flowBlockID}} – This is the ID of the SMS block in your workflow. Using more than one SMS block in your automation workflow allows you to identify which block's link was clicked. You will be able to find block IDs on your reports.
contactID={{contactID}} - the encoded ID of your recipient.
flowID={{flowID}} - the ID of your automation workflow.
Disabling Link Shortening
You can disable link replacement so your links will be more recognizable to your customers, as they will contain your brand name. For example, if you add the https://omnisend.com link to your SMS, it will look the same way on your customers' end. That's why it is more likely to generate more clicks, as your customers will know where they'll be redirected if they click the link.
Remember that we won't be tracking clicks if you turn off the link-shortening option. Hence, no sales will be attributed to SMS, and it will be hard to say how much revenue SMS brought you.
Note! You shouldn't use any other link-shorteners except the Omnisend default link-shortening feature, or your SMS campaigns might be blocked by the mobile provider.