Send SMS Messages From Mixpanel

Mixpanel allows you to tie data to a specific user, creating a profile. This is where you store things like their phone number, where they came from, or their age. When you include a phone number, you can start sending targeted SMS messages right from Mixpanel.

Mixpanel allows you to send up to 1,000 SMS/month at no additional cost. If you'd like to send more than 1,000 SMS per month, Mixpanel offers the ability to connect to Twilio.

SMS targeting can be based on properties in user profiles, or events that did or did not occur within the last 90 days. For example, if you set a Signup date property, you can create an SMS campaign that only sends to users who signed up over two weeks ago.

Send Phone Numbers to Mixpanel

You can only send SMS messages to users whose profiles have the special $phone property. The value of this property should be the phone number of the user as a string - something like "4805551212". To set this property with the JavaScript library, you can make a call to mixpanel.people.set:

    $phone: "4805551212"

We support phone numbers for nearly all countries/regions of the world. We do our best to parse the $phone property with respect to the $country_code property (normally determined by the IP address of the request). If no country can be determined from the request, we attempt to parse the number as a US number. If we are unable to parse a valid phone number out of the property you send us, the $phone property will not be set. If the user does not import a phone number with the '+' sign in front of the number, the country code will be prefixed to the front of the number based on $country_code property.

Creating an SMS message

To create a new SMS message, navigate to the Messages report and select SMS Message from the Create new message dropdown. This will give you the following form:


The SMS consists purely of a message body, and uses Liquid templating for any property templates. The message body can be up to 1600 characters.

Users should test their messages to ensure that the formatting is accurate and does not accidentally create long messages that could drive up their Twilio costs.

Save a draft of your message at any time in this process by clicking the Save button at the top of the page.


You can view all of your saved drafts by clicking on the Drafts tab of the main Messages page.


Targeting Users

After submitting the form for your message design and content, you will then need to define the targeting criteria for the users who will receive the message.

A message's targeting criteria can contain one or more filters. Each filter can contain one or more conditions.

First, select an event, people property, or cohort from the first drop-down list.


You can add as many of these targeting filters as you like, which creates groups to target. Add more filters by clicking the + button.

You can then select whether you want to target customers that match all or only some of the filters you chose.


Filtering by Events

If you select an event, you will be able to choose when or how frequently that event was performed or not performed by the users you are targeting.


You can filter deeper by event or people property by clicking the + Filter button.

You can also choose to add conditions to this targeting event by clicking the + Condition button in the top right of the group. This will serve as a second event target.


You can then select whether you want your targeting users to do both the targeting event and the condition, either or, or to perform the targeting event and then the condition.


Filtering by Property

If you select a people property, you will be able to choose the specifics of that property depending on the property type (date, string, list, etc.). For example, “First App Open” is a date property, so you will be able to choose when “First App Open” occurred.


You can select people property filters by clicking the + Filter button.

You can also choose to add one or more conditions to the property filter by clicking the + Condition button at the top right of the group. This will serve as a second property filter.


You can then select whether you want your targeted users to have both the targeting property and the condition, or one or the other.

Filtering by Cohort

If you select a cohort, you will be able to select whether you want to target users in or not in the cohort.


You can select people property filters for that cohort by clicking the + Filter button.

Schedule your SMS Campaign

Once you've targeted your users, you just have to schedule the SMS campaign. There are two options for scheduling SMS campaigns:

  • ASAP messages: These messages go out to individual users as soon as they match the targeting criteria. It's common for users to go from "not matching" to "matching" - many messages include a time-based requirement such as "last login was greater than two weeks ago", or one based off of other profile properties that may change.


  • Scheduled messages: These messages can be set to go out at a specified time, day of week, and interval. For example, you could set your message to go out at 9am PST every Wednesday. When the message runs, it finds all the users who match the criteria you have defined and sends it to them.

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