The Ultimate Checklist for Building Your Mobile Messaging Strategy

In this checklist, we’ve summarized all the strategic insights we’ve gained from our customers. Use it to answer the tough questions about mobile messaging.

Download E-Book

The Ultimate Checklist for Building Your Mobile Messaging Strategy

This is the final article in the six-part series: Building a Blueprint for Mobile Messaging

This checklist ties the 4 “I”s of our mobile messaging playbook together. We’ve broken down each section here, with some sample questions that will keep you on track for your own mobile plan. Fill out the full version of our mobile messaging checklist to gain even more insights for your business.

general considerations

The first thing you have to establish before starting to build a mobile messaging solution is who your audience is.Figuring this out will tell you what channels you need, how frequently you should communicate with them, and whether you should have a one- or two-way conversation.

For example, if the nature of your messages are short and urgent, you should prioritize SMS. If your communications require in-depth conversations and explanations, you should consider using video or voice capabilities in addition to text. If your audience mostly consists of millennials, you should prioritize SMS and consider messaging apps as channels to reach them.


If you remember from the first step of our framework, the next decision you’ll want to focus on is interfaces. Whether you settle on SMS, push notifications, in-app-chat, messaging apps, or a combination, there are specific questions to ask yourself.

If only a few of your customers have opted in to push notifications, you should consider alternate methods of communications, like SMS or messaging apps. If you know that you’re going to reach a large range of people around the world with rich media, you should think about how deliverable MMS is—and consider using in-app chats.

Perhaps your goals are simple, and you only want to broadcast a message that might entertain the viewer. In this case, push notifications are the simplest method to communicate to an audience you know will be interested.


After you determine which messaging interfaces to use, you’ll want to figure out how to integrate your business knowledge into your mobile messages. Internally, you’ll need to determine what information your employees will have when responding to customers, how responsive your business can be, and how you will receive and prioritize messages. Externally, you should also have a process for understanding the customer’s channel preference so you can respond accordingly and create a positive chat experience for your user.


After integration, consider intelligence. Explore how you can use intelligence to improve your messages in general and how using bots, if you choose to, will add to that improvement.

For example, consider the types of responses you’ll get to your messages and if these responses will require your bots to respond in a coherent way. If your customer responses are deep and complex, make sure that humans can double check, or improve, bot responses before actually sending them. If customer responses are short and succinct, a bot might be able to address their questions with minimal human oversight.


Last but not least, we look at infrastructure. Look into your business’s service availability requirements, your opt-in policy, and what you have to consider when messaging customers around the world. Think about how you plan on encrypting your messages and protecting customer information.

If your industry deals with sensitive information and has set more formal security standards (e.g., HIPAA, PCI certification, etc.), make sure your messaging fits those requirements. And, in case customers want to opt out of receiving messages, make sure they can unsubscribe very clearly, quickly, and easily.

Final Thoughts

By going through these questions and the others listed on the full mobile messaging checklist spreadsheet, you’ll have answered all the questions you need to consider. It’s time for you to make your mobile messaging happen.

Now that you’ve gone through the blueprint for mobile messaging, you’re ready to start building an excellent communication experience for your customers. We can’t wait to see what you build!

* Check out how other brands are messaging with Twilio in our Blueprint for Mobile Messaging ebook or revisit this series with part one, the framework for building a great customer experience.*