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.

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⚡ 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.

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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.

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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.

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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

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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.

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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]

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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 [e-mail] or visit yourcompany.com/help. Msg & data rates may apply. Reply STOP to cancel.

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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

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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

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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)?

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✍️ 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.

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