Overview

The SMS Guest Marketing feature is a powerful tool which allows you to send immediate, and high open-rate messages to guests directly from your Libro dashboard. You can use this feature to send concise yet personalized messages to any guest who has used Libro to make a reservation at your restaurant.

To have access to the SMS Marketing Feature, you must have an active toll-free number. Learn about the activation process by viewing the article How to Get Started with SMS Marketing.

Prior to sending a campaign, we recommend reading our related articles for knowledge on best practices, laws and regulations surrounding SMS Marketing:

Create a New SMS Campaign

When creating a new marketing campaign, you can now choose to create an SMS campaign, alongside an email campaign. To create a new SMS campaign,

Access your main menu from your dashboard (green square at the top left)
Click on Marketing Campaigns
Once in this section, click on the button 'Create a New Campaign'
Select 'SMS'
You can then create your campaign in 3 simple steps

Step 1: Details

1. Name your campaign

The name is for internal purpose only and will not be visible to your clients.

2. Determine your audience

Choose from the different filters to target your audience. You can send your campaign to: All guests, guests who have or have not visited on a specific date or time period, or guests who have an upcoming reservation.
You also have the option to filter with customer profile tags. For example, you can choose to send your campaign to all your VIP clients only.
There is also the option to filter guests by the average ratings they left on your restaurant (out of 5 stars).

Note: Only clients who have consented to receive marketing communications are added to the audience. For more information on marketing consent, click here.

3. Select the language of the message

Choose if the message is sent in English, French or both languages.

Note: If you choose to send the campaign in English only, the system will only send the email to your clients who's file is set to English. Choosing to send it in both languages will likely broaden your audience.

Step 2: Message

Given that the toll-free numbers used to send SMS marketing campaigns are supplied to us by third-party providers, it is important to ensure that your message does not contain content prohibited by our providers. Read more about prohibited content in the 'Best Practices' section.

Important: If you have selected both English & French in the previous step, make sure to compose your message in both languages.

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Personalize Your SMS & Add a Booking Link

Personalize Your Message Use the toolbar to add personal touches to your message, like the guest's first name or emojis.
Add a Direct Booking Link Include a booking link to send guests directly to your reservation page. For a specific promotion or event, you can even have the link open to a particular date, saving your guests a step.

Note: The booking link won't be visible in the text editor. You can see how it will appear to your guests on the preview screen or by sending a test message.

AI Helper Tool

Our built-in AI assistant can help you write compelling SMS copy in seconds. Click on the AI button to open the writing tool, then provide a few details about your offer, and let it generate engaging content for you.

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Important:

In order to respect your audience's marketing consent, some legal text will be sent at the end of each SMS to inform the customer that they can opt out of any future SMS marketing campaign by replying 'STOP' to the message. This legal text is 16 characters in length and it is accounted for in the number of characters remaining for the current segment. Click here for more information about marketing consent.
No matter the encoding being used, if the SMS contains more than 1 segment, the real number of characters allowed per segment decreases - from 160 to 153 for GSM-7, and from 70 to 66 for UCS-2. This is because a header is needed to reference the segment number, as well as other information, adding up to a total of 7 bytes for GSM-7, and 4 bytes for UCS-2.

For detailed explanation on segments and costs, please view the article Understanding SMS Segments & Related Costs.

Step 3 : Preview

This preview shows how your SMS will look on a guest's phone. Please review it carefully.

Check the text for any spelling or grammar errors.
Verify the link is included and correct.
Confirm the formatting looks clean and easy to read.

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Step 4 : Confirm & Pay

Review the details of your campaign and if needed, quickly edit any field by clicking on the pencil icon.
Once your campaign is ready, you can do one of two things:
1. Save as draft: Save your campaign without sending it to your clients in order to review or complete it later.
2. Pay & send: Pay for the delivery of your SMS campaign and instantly send it to your target audience.

The total cost is calculated based on the price per segment and based on the total number of segments resulting from using the real variable names retrieved from your guest list. Note that the audience reached must be large enough to compute a minimum subtotal of $1.00 in order to send out the SMS campaign.

Note: The side tab will also display the credit card that is being charged, which is set in the Back Office under ‘Billing’.

View or Edit Planned Campaigns

You can consult the lists of planned, drafted, and sent campaigns by using the tabs at the top left.

You can filter the list by All, Email and SMS by using the filter toggle at the top right.

You can then use the menu on the right of the campaign to access the different modification options:

Send Now
Schedule Send
Duplicate the campaign
Edit the campaign
Delete the campaign

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View the Campaign Statistics

From the Dashboard

When your campaigns are sent, different statistics are available from the tab "Sent". Here is the available data:

Open Rate: Corresponds to the percentage of customers who opened the email.
Bounce Rate: Corresponds to the percentage of SMS that could not be delivered (this can happen for different reasons, such as an unregistered phone number).
Click Rate: If a reservation link was sent, this corresponds to the number of customers who clicked on the reservation link.
Generated Seats: Corresponds to the number of customers and the number of bookings generated by your campaign. How is this calculated?
- If a client opens the SMS and uses the reservation link to place a reservation.
- If a client receives the SMS, then within a certain period of time, places a reservation without using the reservation link of the campaign (i.e., goes through your website to access the widget)
Conversion
- - Direct Conversion: The guest clicked the “Reserve Now” button in your campaign and completed a reservation directly through that link
  - Indirect Conversion: The guest opened your campaign, but instead of using the “Reserve Now” link, they made a reservation through your website widget within 30 days of receiving the campaign

From the Reports

Your campaigns are also available in the “Reports” section of your Back Office, which allows you to see the statistics associated with the campaigns and export them as needed.

To access your reports:

Access your Libro Back Office
Go to the menu option Reports, then Marketing Campaigns
If needed, use the filters to determine the type of campaign displayed (draft, submitted, scheduled, sent) and the fields displayed
To export the report, click on one the the export buttons (PDF, Excel or CSV)

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