This article provides best practices for creating your messages and ensuring good delivery rates for your SMS Messaging.

  • You need at least 10 unique message templates created using our guidelines described on the left side of the template editor (these guidelines are also outlined here). 
    • The number of unique messages is a strong strategy for good delivery rates.  The more you can create, the better. 
    • Edit/update templates regularly. 
    • Stay away from messaging similar to those included within Blocked words or phrases.
  • When using merge tags, add them by clicking the blue merge tag under the textbox to insert them into the template where needed.
    • {CompanyName} tag is required in all messages
    • You can save an Alternate Message that will automatically be used in the place of a message that doesn’t have the necessary prospect merge tag data (ex. missing the first name). The Alternate Message can only contain the required {CompanyName} merge tag.
  • Keep messages to less than 160 total characters to avoid having the carrier break them apart. You may create templates up to 320 characters and will be notified once the message may be broken into two.
  • In the “Send” tab of the campaign, you can preview the message to see what the recipient will receive with all tag data merged in—check for errors before sending each message.
  • Pay attention to the Batch Delivery Rate to make sure they do not slip below 80% for more than two or three batches.
  • Space out your batches. Sending too many messages back to back can get you flagged as spam. Send one batch, work through replies, come back to send another batch, then work through replies, etc. This natural separation should allow at least a few minutes between each batch. We like to recommend between 7-9 minutes between batches and about 2-3 seconds between each SMS.

To avoid repetitive messaging being sent out by our users and flagged by carriers, we've chosen to not advise our users on what to say. Play around with the formula below to generate multiple unique messages for your account.

Message Content Guidelines
Include these four components in your message and arrange them in any order you wish. Create as many templates as possible to cycle through to have less repetition in your messaging. We suggest 10-15 to start, but the more you create, the better.

  1. Identifying a company name is required using the {CompanyName} dynamic field. You may also introduce yourself or someone from your team by using the {UserFirstName} field. 
  2. You may use the {StreetAddress} dynamic field to name the property address you are interested in purchasing. 
  3. End with a question. 
  4. Opt-out language will be automatically appended to the end of your message on your behalf.

Are you getting 0% delivery rates?
This likely means you've been flagged as spam by the carriers and placed within a "cool down" period. These blocks last about two hours before you will be able to start sending messages again. Here's what you should do during that time:

  • Reconsider your messaging method. Most often, it's the high-frequency messaging accounts that are being flagged as spam. We highly suggest leaving at least a few minutes between each batch to avoid sending too many messages too quickly. Seven minutes should work, fifteen is great.
  • Go back to the drawing board with your templates - put yourself in the carriers' shoes and take out any language that might be commonly used in bulk/spam messages. Carriers are always becoming more strict with these spam filters, so use common, conversational language that would be hard for them to block and leave the specifics to the replies. Remember, though, to keep your intent clear in that first message so it doesn't appear as if you're selling anything. Refer to the language that has been known to be blocked here, but keep in mind this list is not exclusive and anything conveying a similar message may get flagged.


  • Never include a URL in the initial message
  • Do not use spammy language or ALL CAPS (ex. "we'll give you CASH!!!" or anything similar to the blocked words here)
  • "Insurance," "mortgage" and "loan" will not deliver
  • Avoid templates that look like you're phishing for information. Instead of asking "Is this Allison?" address them confidently with a "Hi, Allison!" or if you're not confident in your data, you may not use the {FirstName} merge tag and instead only mention the address you're interested in.
  • Use common sense

For additional context on this topic, please refer to the video below.