📱 SMS Marketing Guidelines — Gold Eagle Services
1. Objective of SMS
SMS exists to:
- Fill the schedule
- Drive seasonal tune-ups
- Promote offers (lightly)
- Push membership utilization
- Send appointment updates/reminders
- Build brand familiarity
- Run community/charity drives
- Reactivate old customers
SMS is not for long explanations or complex sales pitches.
2. Tone
✔ Conversational
✔ Clear
✔ Helpful
✔ Short
✔ Confident
✔ Local voice
❌ No corporate voice
❌ No jargon the customer won’t know
3. Length
Target 1–4 sentences max (120–300 characters).
If explaining something new, use 2 texts max. If the second text feels necessary, it should be:
➡️ clarifying
➡️ confirming
➡️ or giving instructions
4. Key Components of a Good SMS
Every outbound message should have at least 3 of these 5:
- Context
What is this about? - Value
Why should they care? - CTA (Call to Action)
What should they do next? - Constraint
Time, slots, weather, or scarcity increases action. - Frictionless Response
Make “YES” or “BOOK” the default.
Example formula:
“It’s getting cold! Time for winter heat checks. Members are free, everyone else $49. We’re picking up pet donations for Austin Pets Alive. Reply YES for a slot.”
5. CTA Rules
Good CTAs are:
✔ simple
✔ action-based
✔ low effort
Examples:
- “Reply YES to book”
- “Reply MEMBERSHIP if you want info”
- “Text DONATE for pickup”
- “Want a spot? Reply YES”
Avoid:
- “Call us at 512-xxx”
- “Visit our website for details” (works but lowers conversion)
6. Frequency Guidelines
Ideal cadence by customer segment:
Members
- 2–3x/month
- Includes seasonal checks, perks, reminders, weather alerts
Past Customers
- 1–2x/month
- Promotions + seasonal needs + community drives
Leads/Non-Converted
- 1x/month
- Light offer + few nudges
Dormant (18+ months)
- 1x/quarter
- “We’re still here” + weather trigger
Community/Partnership Drives
- 1 announcement + 1 reminder + 1 final call
7. Best “Triggers” for HVAC SMS
These drive extremely high response:
✔ Weather Changes
✔ Seasonal Check Reminders
✔ Warranty Expiration
✔ Community Drives (APA, Heat for Heroes, Teachers, etc.)
✔ Filter Replacement
✔ Technician In-Area Routing
✔ Emergencies (“freeze warning” / “heat wave incoming”)
Instead of generic offers, tie it to something relevant.
8. Compliance Basics
Required at least once per sequence:
- Business name
- Opt-out language (“Reply STOP to unsubscribe”)
Never:
- Buy cold SMS lists
- Text without opt-in
- Spam with daily promos
- Mislead about pricing or urgency
9. Bad SMS Examples (Don’t Do This)
🚫 Too Salesy
“Limited time HVAC special, call now to save!”
🚫 Too Vague
“We have new offers available.”
🚫 Too Much Effort
“Visit our website to learn more about our new membership options and seasonal specials: https://… ”
10. Good SMS Examples (Gold Eagle Style)
Seasonal
Winter heat checks are open! Members free, non-members $49. Reply YES for scheduling.
Community Drive
We’re collecting donations for Austin Pets Alive this month. Techs can pick up during visits. Want to participate? Reply YES.
Filter Push
Pet hair & heaters don’t mix 🐶🐱 Need filters swapped? Reply FILTER.
Weather Trigger
Freeze warning tonight. Want us to check your system before it’s working overtime? Reply YES.
11. Data to Track
New hire should log:
✔ send date
✔ version sent
✔ audience segment
✔ response rate
✔ bookings
✔ revenue
✔ unsubscribe rate
Goal is not just send volume — it’s ROI + retention.
12. Golden Rule
If they have to think, you lose them.
Make the path:
See → Understand → Value → Reply
If you want, I can also create:
✅ A printable 1-page cheat sheet
and/or
✅ A full onboarding micro-playbook with scripts + templates + scenarios
Tell me — which format do you want next?
Options:
A) 1-page cheat sheet (short + tactical)
B) Full playbook (detailed + templates + examples)
C) Both
D) Something custom you had in mind
