# Campaign Best Practices

**Goal:** Give your team a clear, practical guide to send compliant, effective SMS/MMS/RCS messages.\
**Who this is for:** Marketers, CS teams, and operators preparing to send live messages.

***

### ⚡ Quick Start

1. Use a **branded link** in messages (no public shorteners).
2. Include **brand name**, **STOP**, **HELP**, and **disclosures** in the program.
3. **Segment & schedule**—send relevant content at respectful times.
4. **Test** with internal numbers → **send** → **measure** → **optimize**.

> 💡 *If anything here is unfamiliar, visit: Compliance Overview and Opt-In / Opt-Out Language.*

***

### 1) Message Frequency & Timing

* Be transparent in your opt-in (e.g., **“4 msgs/month”** or **“msg frequency varies”**).
* Favor **quality over quantity**—never overwhelm your audience.
* **Respect timing**: schedule during business hours and consider time zones.
* For recurring programs, clearly state that messages are **recurring**.

***

### 2) Message Content & Tone

* **Identify your brand** in every message.
* Keep it **short and clear** (aim ≤ 160 characters when possible).
* Avoid jargon/abbreviations that confuse.
* Be professional **and** human—friendly language builds trust.

**Good example (concise + clear):**

```
nativeMsg Alerts: Your appointment is tomorrow at 10am. Reply C to confirm or R to reschedule. HELP for help, STOP to cancel.
```

***

### 3) Links & URLs

Use links that build trust and meet carrier expectations.

| Do                                                          | Don’t                                        |
| ----------------------------------------------------------- | -------------------------------------------- |
| ✅ Use **branded domains** (e.g., yourcompany.com/offer)     | 🚫 Avoid public shorteners (bit.ly, tinyurl) |
| ✅ Use **HTTPS** links                                       | 🚫 Don’t use broken or redirect chains       |
| ✅ Keep the **domain consistent** with your registered brand | 🚫 Don’t use off-brand domains               |

***

### 4) Required Disclosures & Compliance

Every messaging **program** must include (or show evidence of) the following:

* **Opt-out:** “Reply STOP to cancel.”
* **Help:** “Reply HELP for help.”
* **Data rates:** “Msg & data rates may apply.”
* **Frequency:** e.g., “4 msgs/month” or “msg frequency varies.”

> ⚠️ *STOP/HELP responses must work automatically and 24/7.*

***

### 5) Opt-In & Consent

* No implied consent, **users must actively opt in**.
* **Store proof of consent** (screenshot, timestamp, or form data).

**Sample web opt-in disclosure:**

```
By subscribing, you agree to receive recurring automated texts from [Brand]. Msg & data rates may apply. Reply STOP to cancel, HELP for help. [Privacy Policy URL] [Terms URL]
```

***

### 6) Support & Customer Care

* **HELP responses** must include a working support contact (email/URL/phone).
* Ensure support details **match** what you filed in registration.
* Respond to customer inquiries **promptly**.

**HELP auto-reply example:**

```
[Brand]: For support, email support@yourcompany.com or visit yourcompany.com/help. Msg & data rates may apply. Reply STOP to cancel.
```

***

### 7) What to Avoid (Red Flags)

* 🚫 Prohibited content: gambling, cannabis, lead-gen/affiliate marketing, hate/sex/violence 
* 🚫 Promotions without consent 
* 🚫 Age-restricted content (alcohol, tobacco, firearms) 
* 🚫 Inconsistent branding across website, campaign, and sample messages

***

### 8) Tips for High Engagement

* **Personalize using stored attributes** (use name or context)
* **Segment** audiences—send relevant content, not blasts
* Ensure **every message provides value** (reminder, alert, offer)
* **Test & optimize**: experiment with wording, CTAs, timing, and measure results

***

### 9) Quick Self-Check Before Sending

* [ ] Does this message include my **brand name**?
* [ ] Does it match my **declared use case**?
* [ ] Is the **link branded** (no public shortener)?

***

### ✍️ Copy-Ready Examples

**Transactional (confirmation):**

```
[Brand]: Your order #4821 has shipped. Track: yourcompany.com/track/4821. HELP for help, STOP to cancel. Msg&data rates may apply.
```

**Promotional (opted-in audience):**

```
[Brand] Exclusive: 20% off ends tonight. Redeem: yourcompany.com/offer. HELP for help, STOP to cancel. 4 msgs/mo. Msg&data rates may apply.
```

> ***
>
> 💬 Need a second set of eyes? Your CSM can review your first message set before you go live.