{"id":8526,"date":"2026-03-26T06:34:18","date_gmt":"2026-03-26T06:34:18","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/sms-strategy\/"},"modified":"2026-03-26T06:34:18","modified_gmt":"2026-03-26T06:34:18","slug":"sms-strategy","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/sms-strategy\/","title":{"rendered":"SMS Strategy: What It Is, Key Features, Benefits, Use Cases, and How It Fits in SMS Marketing"},"content":{"rendered":"\n

SMS Strategy is the plan behind how a brand uses text messages to acquire, activate, retain, and grow customers. In Direct & Retention Marketing<\/strong>, it sits alongside email, push notifications, loyalty, and lifecycle messaging as a highly immediate channel with strict permission and relevance requirements. In SMS Marketing<\/strong>, SMS Strategy is what separates \u201csending texts\u201d from running a reliable, measurable program that customers actually value.<\/p>\n\n\n\n

A strong SMS Strategy matters because SMS is uniquely personal: it reaches people where they coordinate real life. That creates outsized upside\u2014fast conversions, reduced churn, higher repeat purchase\u2014but also real risk if messages are noisy, poorly timed, or non-compliant. Done well, SMS Strategy becomes a durable advantage within Direct & Retention Marketing<\/strong> by improving customer experience while driving revenue efficiently.<\/p>\n\n\n\n

What Is SMS Strategy?<\/h2>\n\n\n\n

SMS Strategy<\/strong> is a structured approach to using text messaging to achieve specific business outcomes across the customer lifecycle. It defines who<\/em> you message, what<\/em> you say, when<\/em> you say it, why<\/em> it matters to the recipient, and how<\/em> you measure success.<\/p>\n\n\n\n

At its core, SMS Strategy is about earning attention<\/strong> in a channel with limited space and high expectations. Every message must justify its interruption cost with clear value: timely information, a relevant reminder, a meaningful offer, or helpful support.<\/p>\n\n\n\n

From a business perspective, SMS Strategy translates company goals\u2014revenue growth, repeat purchase, appointment adherence, reactivation, loyalty\u2014into an operational system. Within Direct & Retention Marketing<\/strong>, it functions as a lifecycle channel that complements email (depth), paid media (reach), and onsite experiences (conversion). Inside SMS Marketing<\/strong>, it provides the guardrails: consent management, segmentation, automation, creative standards, and measurement.<\/p>\n\n\n\n

Why SMS Strategy Matters in Direct & Retention Marketing<\/h2>\n\n\n\n

SMS Strategy is strategically important because it influences outcomes that Direct & Retention Marketing<\/strong> teams are accountable for: retention, frequency, customer lifetime value, and churn reduction. While many channels fight for attention, SMS often receives faster engagement\u2014making it powerful for time-sensitive moments like delivery updates, back-in-stock alerts, event reminders, or last-day promotions.<\/p>\n\n\n\n

Business value typically shows up in four ways:<\/p>\n\n\n\n

    \n
  • Speed to action:<\/strong> Text is well-suited for short decision windows\u2014confirmations, reminders, flash sales, and urgent service updates.<\/li>\n
  • Lifecycle lift:<\/strong> A thoughtful SMS Strategy can reduce drop-off between key stages (signup \u2192 first purchase, first purchase \u2192 second purchase, renewal \u2192 retention).<\/li>\n
  • Cross-channel leverage:<\/strong> SMS can rescue journeys that email misses and can reinforce offers that paid media introduces, improving overall Direct & Retention Marketing<\/strong> efficiency.<\/li>\n
  • Trust and differentiation:<\/strong> Many brands over-message. A disciplined SMS Marketing<\/strong> program with high relevance and clear opt-out norms can become a competitive advantage.<\/li>\n<\/ul>\n\n\n\n

    How SMS Strategy Works<\/h2>\n\n\n\n

    In practice, SMS Strategy<\/strong> works like a lifecycle system rather than a one-off campaign checklist. A useful workflow looks like this:<\/p>\n\n\n\n

      \n
    1. \n

      Input or trigger<\/strong>\n A trigger can be customer-driven (signup, cart abandonment, purchase, appointment booking) or brand-driven (new product drop, limited inventory, billing cycle). Good SMS Strategy starts by mapping triggers to customer intent\u2014what the customer is trying to do at that moment.<\/p>\n<\/li>\n

    2. \n

      Decisioning and segmentation<\/strong>\n The program decides whether to send a message based on consent status, preferences, eligibility rules, risk controls (frequency caps), and segmentation (new vs returning, high-value vs low-engagement, location, category interest). This is where Direct & Retention Marketing<\/strong> principles\u2014relevance, timing, value exchange\u2014do most of the work.<\/p>\n<\/li>\n

    3. \n

      Execution (message + timing + routing)<\/strong>\n The message is composed to fit the context: clear sender identity, concise content, a single primary action, and appropriate timing. Routing includes whether the message is transactional or promotional, and how it\u2019s logged into customer records for measurement and support.<\/p>\n<\/li>\n

    4. \n

      Output and learning<\/strong>\n Outcomes include conversions, retention lift, reduced no-shows, fewer support tickets, or higher satisfaction. A mature SMS Marketing<\/strong> practice uses these outcomes to refine segments, adjust automations, improve copy, and recalibrate message cadence.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

      Key Components of SMS Strategy<\/h2>\n\n\n\n

      A complete SMS Strategy<\/strong> is built from coordinated components across marketing, data, and operations:<\/p>\n\n\n\n

      Consent, compliance, and preference management<\/h3>\n\n\n\n

      Permission is foundational. SMS Strategy must define how customers opt in, what they\u2019re opting into (promotional vs transactional), and how they can opt out or change preferences. This is both a trust requirement and an operational necessity for Direct & Retention Marketing<\/strong>.<\/p>\n\n\n\n

      Audience segmentation and lifecycle design<\/h3>\n\n\n\n

      Segmenting by lifecycle stage (prospect, first-time buyer, repeat, lapsing, VIP) is often more valuable than demographic segmentation. In SMS Marketing<\/strong>, the best segments are actionable and tied to triggers and offers.<\/p>\n\n\n\n

      Automation and campaign architecture<\/h3>\n\n\n\n

      Most effective programs blend:\n– Automations<\/strong> (welcome, post-purchase, replenishment, reactivation)\n– Campaigns<\/strong> (announcements, seasonal promotions, launches)<\/p>\n\n\n\n

      SMS Strategy defines which objectives belong to automated flows versus manual campaigns, including ownership and QA.<\/p>\n\n\n\n

      Creative standards and message experience<\/h3>\n\n\n\n

      A consistent message experience includes tone, brevity standards, personalization rules, and clear calls to action. SMS Strategy also defines how to handle multi-message sequences without creating fatigue.<\/p>\n\n\n\n

      Data and systems integration<\/h3>\n\n\n\n

      To be effective in Direct & Retention Marketing<\/strong>, SMS must connect to customer data: purchase history, engagement, preferences, inventory status, appointment schedules, and support events. Integration quality often determines whether the program can personalize responsibly.<\/p>\n\n\n\n

      Measurement and governance<\/h3>\n\n\n\n

      Clear KPIs, reporting cadence, experiment design, and operational rules (frequency caps, quiet hours, exclusion lists) keep SMS Strategy sustainable.<\/p>\n\n\n\n

      Types of SMS Strategy<\/h2>\n\n\n\n

      There aren\u2019t universally \u201cofficial\u201d types, but several practical distinctions matter in real SMS Marketing<\/strong> programs:<\/p>\n\n\n\n

      Transactional vs promotional strategy<\/h3>\n\n\n\n
        \n
      • Transactional:<\/strong> confirmations, shipping updates, security alerts, appointment reminders. Usually triggered and expectation-based.<\/li>\n
      • Promotional:<\/strong> offers, product drops, seasonal pushes. Higher risk of fatigue; requires tighter relevance and cadence.<\/li>\n<\/ul>\n\n\n\n

        A mature SMS Strategy treats these differently in scheduling, content, and reporting.<\/p>\n\n\n\n

        Lifecycle-first vs campaign-first strategy<\/h3>\n\n\n\n
          \n
        • Lifecycle-first:<\/strong> prioritizes automated flows and incremental lift across the customer journey.<\/li>\n
        • Campaign-first:<\/strong> prioritizes periodic blasts and short-term revenue spikes.<\/li>\n<\/ul>\n\n\n\n

          For Direct & Retention Marketing<\/strong>, lifecycle-first approaches tend to be more durable, while campaign-first can work in tight windows (events, launches) if governed carefully.<\/p>\n\n\n\n

          Personalization depth<\/h3>\n\n\n\n
            \n
          • Basic:<\/strong> first name + generic offer<\/li>\n
          • Behavioral:<\/strong> category interest, browsing\/purchase signals<\/li>\n
          • Contextual:<\/strong> time, location, inventory, appointment context<\/li>\n<\/ul>\n\n\n\n

            The right depth depends on data quality and the brand\u2019s trust relationship with customers.<\/p>\n\n\n\n

            Real-World Examples of SMS Strategy<\/h2>\n\n\n\n

            Example 1: Ecommerce welcome and first-purchase acceleration<\/h3>\n\n\n\n

            A retailer builds an SMS Strategy where new subscribers enter a two-step welcome flow: (1) set expectations (what messages they\u2019ll receive and how often), (2) deliver a first-purchase incentive only if they haven\u2019t bought within a defined window. This supports Direct & Retention Marketing<\/strong> by increasing first-order conversion without discounting customers who were already going to purchase. In SMS Marketing<\/strong>, the key is frequency control and clear segmentation between subscribers and buyers.<\/p>\n\n\n\n

            Example 2: Appointment-based business reducing no-shows<\/h3>\n\n\n\n

            A clinic or service provider uses SMS Strategy primarily for transactional reminders: booking confirmation, 24-hour reminder, and a same-day check-in with a simple reschedule path. The business outcome is operational (fewer no-shows, better capacity utilization), but it directly improves retention and satisfaction\u2014core Direct & Retention Marketing<\/strong> goals. Here, SMS Marketing<\/strong> succeeds because the messages are expected, timely, and helpful.<\/p>\n\n\n\n

            Example 3: Subscription brand churn prevention and win-back<\/h3>\n\n\n\n

            A subscription company segments customers by renewal risk (low engagement, repeated skips, failed payments). The SMS Strategy triggers proactive messages: payment update prompts, preference adjustments, and value reminders before cancellation. This is retention-native Direct & Retention Marketing<\/strong>, and it uses SMS Marketing<\/strong> not as a megaphone but as a timely intervention channel.<\/p>\n\n\n\n

            Benefits of Using SMS Strategy<\/h2>\n\n\n\n

            A well-run SMS Strategy<\/strong> can deliver meaningful improvements across performance and customer experience:<\/p>\n\n\n\n

              \n
            • Higher incremental revenue:<\/strong> Better conversion on time-sensitive offers and lifecycle nudges.<\/li>\n
            • Retention lift:<\/strong> Timely reminders, replenishment prompts, and proactive support reduce churn drivers.<\/li>\n
            • Efficiency gains:<\/strong> Automation reduces manual campaign load and standardizes best-performing sequences.<\/li>\n
            • Improved customer experience:<\/strong> Clear, concise updates and relevant personalization make messages feel like service, not spam.<\/li>\n
            • Better channel resilience:<\/strong> In Direct & Retention Marketing<\/strong>, SMS can diversify reliance on paid media volatility and inbox competition, when used responsibly.<\/li>\n<\/ul>\n\n\n\n

              Challenges of SMS Strategy<\/h2>\n\n\n\n

              SMS is powerful, but it is not forgiving. Common challenges include:<\/p>\n\n\n\n

                \n
              • Consent and compliance complexity:<\/strong> Opt-in language, record keeping, and preference handling must be airtight.<\/li>\n
              • Message fatigue and opt-outs:<\/strong> Overuse quickly damages performance and brand trust. Frequency caps and relevance rules are not optional.<\/li>\n
              • Data quality limitations:<\/strong> Personalization fails when product data, inventory, or customer profiles are stale or fragmented.<\/li>\n
              • Attribution noise:<\/strong> Measuring true incremental impact can be difficult when customers see multiple touches (email, paid, SMS). A mature SMS Marketing<\/strong> measurement approach uses holdouts or controlled experiments when possible.<\/li>\n
              • Operational coordination:<\/strong> SMS Strategy often touches support, operations, and finance (shipping, appointments, billing). Misalignment creates customer confusion.<\/li>\n<\/ul>\n\n\n\n

                Best Practices for SMS Strategy<\/h2>\n\n\n\n

                These practices make SMS Strategy<\/strong> more effective and sustainable within Direct & Retention Marketing<\/strong>:<\/p>\n\n\n\n

                  \n
                1. \n

                  Design around customer intent, not internal calendars<\/strong>\n Use lifecycle triggers and customer actions as the backbone. Reserve broadcast campaigns for truly relevant moments.<\/p>\n<\/li>\n

                2. \n

                  Set expectations at opt-in<\/strong>\n Be clear about message types and frequency. Trust is a performance lever in SMS Marketing<\/strong>.<\/p>\n<\/li>\n

                3. \n

                  Use frequency caps and exclusions<\/strong>\n Prevent stacking: don\u2019t send a promotion to someone already in a service recovery flow or immediately after a transactional update.<\/p>\n<\/li>\n

                4. \n

                  Write for clarity and one action<\/strong>\n Keep a single primary CTA. Avoid cramming multiple offers into one text; it reduces comprehension and action.<\/p>\n<\/li>\n

                5. \n

                  Segment by lifecycle and value<\/strong>\n VIPs, new customers, and lapsing customers should not receive identical messaging. This is where Direct & Retention Marketing<\/strong> strategy becomes practical.<\/p>\n<\/li>\n

                6. \n

                  Test systematically<\/strong>\n Test timing windows, offer framing, and sequence length. Track opt-out rate alongside revenue to avoid \u201cwinning\u201d short-term and losing long-term.<\/p>\n<\/li>\n

                7. \n

                  Align SMS with support and operations<\/strong>\n If customers reply, have a plan. If a product is out of stock, suppress related promotions. Good SMS Strategy prevents avoidable frustration.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

                  Tools Used for SMS Strategy<\/h2>\n\n\n\n

                  SMS Strategy<\/strong> is enabled by systems that coordinate data, automation, and measurement. Common tool categories in Direct & Retention Marketing<\/strong> and SMS Marketing<\/strong> include:<\/p>\n\n\n\n

                    \n
                  • CRM systems and customer data platforms (CDPs):<\/strong> unify profiles, consent status, and lifecycle attributes.<\/li>\n
                  • Marketing automation platforms:<\/strong> build journeys, triggers, and frequency controls across channels.<\/li>\n
                  • Analytics tools:<\/strong> cohort analysis, funnel measurement, experiment evaluation, and retention reporting.<\/li>\n
                  • Tag management and event tracking:<\/strong> ensure onsite\/app events (add-to-cart, checkout started, subscription skip) are captured reliably.<\/li>\n
                  • Reporting dashboards and BI:<\/strong> standardized KPI views for revenue, engagement, opt-outs, and deliverability trends.<\/li>\n
                  • Customer support systems:<\/strong> manage replies, escalations, and service recovery workflows that may involve SMS.<\/li>\n<\/ul>\n\n\n\n

                    The best stack is the one that reliably connects consent, customer data, and triggered messaging\u2014without creating blind spots.<\/p>\n\n\n\n

                    Metrics Related to SMS Strategy<\/h2>\n\n\n\n

                    To evaluate SMS Strategy<\/strong>, track a balanced scorecard that reflects growth and customer experience:<\/p>\n\n\n\n

                      \n
                    • Delivery rate:<\/strong> indicates list health and basic deliverability.<\/li>\n
                    • Click-through rate (CTR):<\/strong> measures message relevance and CTA clarity (where links are used).<\/li>\n
                    • Conversion rate:<\/strong> purchases, bookings, renewals, or other primary actions attributed to SMS.<\/li>\n
                    • Revenue per message \/ revenue per subscriber:<\/strong> normalizes performance as volume scales.<\/li>\n
                    • Opt-out rate:<\/strong> a critical quality metric; rising opt-outs often signal fatigue or mismatched expectations.<\/li>\n
                    • List growth rate and opt-in source mix:<\/strong> shows whether acquisition is healthy and diversified.<\/li>\n
                    • Incremental lift (when measurable):<\/strong> holdout tests or controlled splits to estimate what SMS truly adds within Direct & Retention Marketing<\/strong>.<\/li>\n
                    • Customer experience signals:<\/strong> complaint rate, support ticket volume tied to messaging, and repeat engagement over time.<\/li>\n<\/ul>\n\n\n\n

                      Future Trends of SMS Strategy<\/h2>\n\n\n\n

                      SMS Strategy<\/strong> is evolving as Direct & Retention Marketing<\/strong> becomes more data-driven and privacy-aware:<\/p>\n\n\n\n

                        \n
                      • Smarter automation and decisioning:<\/strong> AI-assisted send-time optimization, content selection, and suppression logic will reduce manual rule maintenance\u2014if data quality is strong.<\/li>\n
                      • Deeper personalization with governance:<\/strong> brands will use behavior and context more, but with stricter controls to avoid \u201ccreepy\u201d messaging.<\/li>\n
                      • Experimentation as standard practice:<\/strong> more teams will use holdouts and incrementality testing to justify channel investment and prevent over-attribution in SMS Marketing<\/strong>.<\/li>\n
                      • Privacy and consent rigor:<\/strong> clearer preference centers, improved consent records, and tighter operational compliance will be competitive differentiators.<\/li>\n
                      • Orchestrated cross-channel journeys:<\/strong> SMS will increasingly be coordinated with email, push, and onsite experiences, reinforcing the role of SMS Strategy as part of a broader Direct & Retention Marketing<\/strong> system.<\/li>\n<\/ul>\n\n\n\n

                        SMS Strategy vs Related Terms<\/h2>\n\n\n\n

                        SMS Strategy vs SMS campaign<\/h3>\n\n\n\n

                        An SMS campaign is a specific send (or set of sends) with a goal and audience. SMS Strategy<\/strong> is the overarching framework that decides when campaigns are appropriate, how they\u2019re governed, how they fit the lifecycle, and how success is measured in Direct & Retention Marketing<\/strong>.<\/p>\n\n\n\n

                        SMS Strategy vs lifecycle marketing<\/h3>\n\n\n\n

                        Lifecycle marketing is the broader discipline of guiding customers from acquisition to retention and advocacy. SMS Strategy is one channel-specific plan within lifecycle marketing, aligned with SMS Marketing<\/strong> constraints and strengths.<\/p>\n\n\n\n

                        SMS Strategy vs push notification strategy<\/h3>\n\n\n\n

                        Push notifications are app-based and depend on app installs and permissions. SMS is carrier-based and often reaches a broader audience but carries stronger expectations of relevance. In Direct & Retention Marketing<\/strong>, many teams use both: push for in-app users, SMS for critical moments and broader reach.<\/p>\n\n\n\n

                        Who Should Learn SMS Strategy<\/h2>\n\n\n\n
                          \n
                        • Marketers:<\/strong> to build high-performing flows and campaigns that drive revenue without burning out the audience.<\/li>\n
                        • Analysts:<\/strong> to measure incrementality, define KPIs, and connect SMS impact to retention and lifetime value in Direct & Retention Marketing<\/strong>.<\/li>\n
                        • Agencies and consultants:<\/strong> to design scalable SMS Marketing<\/strong> programs, audits, and optimization roadmaps for clients.<\/li>\n
                        • Business owners and founders:<\/strong> to understand how to grow repeat revenue and improve customer experience with disciplined messaging.<\/li>\n
                        • Developers and technical teams:<\/strong> to implement reliable event tracking, integrations, consent handling, and automation triggers that make SMS Strategy work in practice.<\/li>\n<\/ul>\n\n\n\n

                          Summary of SMS Strategy<\/h2>\n\n\n\n

                          SMS Strategy<\/strong> is the disciplined plan for using text messaging to achieve lifecycle and revenue goals. It matters because SMS is immediate, personal, and high-impact\u2014making it a powerful lever in Direct & Retention Marketing<\/strong> when used with clear consent, relevance, and measurement. Within SMS Marketing<\/strong>, SMS Strategy connects triggers, segmentation, automation, creative standards, and analytics into a sustainable program that improves conversions, retention, and customer experience.<\/p>\n\n\n\n

                          Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                          1) What is an SMS Strategy, in simple terms?<\/h3>\n\n\n\n

                          An SMS Strategy is the blueprint for how your business uses text messages\u2014who to message, what to send, when to send it, and how to measure results\u2014so SMS supports retention and growth rather than becoming spam.<\/p>\n\n\n\n

                          2) How often should I text customers in an SMS Marketing program?<\/h3>\n\n\n\n

                          There\u2019s no universal number. Start conservatively, set expectations at opt-in, use frequency caps, and let engagement and opt-out rates guide you. Your SMS Strategy should prioritize relevance and lifecycle triggers over maximum volume.<\/p>\n\n\n\n

                          3) What\u2019s the difference between transactional and promotional messages?<\/h3>\n\n\n\n

                          Transactional messages are operational and expected (receipts, shipping, reminders). Promotional messages are marketing-led (offers, launches). A strong SMS Strategy separates these streams, applies different rules, and reports them separately within Direct & Retention Marketing<\/strong>.<\/p>\n\n\n\n

                          4) How do I know if SMS is actually driving incremental revenue?<\/h3>\n\n\n\n

                          Use controlled tests when possible: holdout groups, time-based splits, or audience splits. Also track downstream metrics like repeat purchase rate and churn. Incrementality is essential for honest SMS Marketing<\/strong> measurement.<\/p>\n\n\n\n

                          5) What are the most important KPIs to monitor weekly?<\/h3>\n\n\n\n

                          Common weekly metrics include delivery rate, CTR, conversion rate, revenue per message, opt-out rate, and list growth. In Direct & Retention Marketing<\/strong>, pair performance KPIs with quality signals like opt-outs and complaints.<\/p>\n\n\n\n

                          6) Should SMS Strategy focus more on automations or one-off campaigns?<\/h3>\n\n\n\n

                          Most programs perform best when automations handle core lifecycle moments (welcome, post-purchase, reminders) and campaigns are used selectively for high-relevance events. The right balance depends on your inventory, customer behavior, and operational capacity.<\/p>\n","protected":false},"excerpt":{"rendered":"

                          SMS Strategy is the plan behind how a brand uses text messages to acquire, activate, retain, and grow customers. In **Direct & Retention Marketing**, it sits alongside email, push notifications, loyalty, and lifecycle messaging as a highly immediate channel with strict permission and relevance requirements. In **SMS Marketing**, SMS Strategy is what separates \u201csending texts\u201d from running a reliable, measurable program that customers actually value.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1897],"tags":[],"class_list":["post-8526","post","type-post","status-publish","format-standard","hentry","category-sms-marketing"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/8526","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=8526"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/8526\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=8526"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=8526"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=8526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}