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SMS Templates

Create effective SMS (text message) templates for alerts, reminders, confirmations, and promotional messages. SMS templates help maintain consistency while enabling personalization for each recipient.

Why Use SMS Templates?​

High Performance:

  • 98% open rate (vs. 20% for email)
  • 90% read within 3 minutes
  • Direct to mobile device
  • No spam folders

Best For:

  • Time-sensitive alerts
  • Appointment reminders
  • Order/delivery updates
  • OTP/verification codes
  • Flash sales & limited offers
  • Event reminders

Creating an SMS Template​

Step 1: Start New Template​

  1. Navigate to Channel → Templates
  2. Click + New Template
  3. Select SMS as channel
  4. Fill in template details:
    • Name: Internal identifier (e.g., "Appointment Reminder")
    • Description: Template purpose
    • Category: Transactional, Promotional, Alert

Step 2: Write Your Message​

Character Limits:

  • 160 characters = 1 SMS credit
  • 161-306 characters = 2 SMS credits
  • 307-459 characters = 3 SMS credits
  • Recommendation: Keep under 160 characters when possible

Message Structure:

[Brand Name]: [Message] [Link] [Opt-out]

Example:

Expedify: Hi Sarah, your order #12345 will be delivered today by 5 PM. Track: bit.ly/track123 Reply STOP to opt out

158 characters - fits in 1 SMS

Step 3: Add Personalization​

Use merge tags for dynamic content:

Basic Personalization:

Hi {{contact.first_name}}, your appointment with {{company.name}} is confirmed for {{appointment.date}} at {{appointment.time}}. Reply STOP to opt out

Available Merge Tags:

  • Contact first name
  • Contact phone number
  • Company name
  • Order number
  • Order amount
  • Appointment date
  • Appointment time
  • Trackable shortened link
  • Unsubscribe link

Step 4: Include Required Elements​

Every SMS MUST include:

  1. Brand Identification

    Expedify: [your message]

    or

    From Expedify - [your message]

  2. Opt-Out Instructions (for marketing messages)

    Reply STOP to opt out

    or

    Text STOP to unsubscribe

Complete Example:

Expedify: Flash Sale! Get 30% off everything for the next 3 hours. Use code FLASH30. Shop now: bit.ly/shop30 Reply STOP to opt out

For messages with links:

  1. Add {{link_url}} placeholder
  2. System automatically:
    • Shortens URL (bit.ly style)
    • Tracks clicks
    • Attributes conversions

Example:

Your order is ready! Pick up at our downtown store. Directions: {{link_url}} Reply STOP to opt out

Step 6: Save Template​

  1. Preview with sample data
  2. Check character count
  3. Test on your phone
  4. Save template

SMS Template Examples​

1. Appointment Reminder​

Hi {{contact.first_name}}, reminder: {{service_type}} appointment tomorrow at {{time}} with {{company.name}}. Location: {{address}}. Reply C to confirm or R to reschedule. STOP to opt out

~145-160 chars (1 SMS)

2. Order Confirmation​

{{company.name}}: Order #{{order_id}} confirmed! Total: ${{order_total}}. Est. delivery: {{delivery_date}}. Track: {{track_url}} STOP to opt out

~120 chars (1 SMS)

3. Delivery Alert​

{{company.name}}: Your order #{{order_id}} is out for delivery! Estimated arrival: {{delivery_time}}. Driver: {{driver_name}}. Track: {{track_url}} STOP to opt out

~135 chars (1 SMS)

4. OTP/Verification Code​

Your {{company.name}} verification code is: {{otp_code}}. Valid for {{expiry_minutes}} minutes. Never share this code. If you didn't request this, ignore this message.

~145 chars (1 SMS)

5. Flash Sale/Promotion​

{{company.name}} FLASH SALE! {{discount}}% off {{product_category}} for {{duration}} hours only! Use code: {{promo_code}}. Shop: {{shop_url}} STOP to opt out

~130 chars (1 SMS)

6. Payment Reminder​

{{company.name}}: Hi {{contact.first_name}}, your payment of ${{amount}} is due on {{due_date}}. Pay now: {{payment_url}} Questions? Call {{support_phone}} STOP to opt out

~145 chars (1 SMS)

7. Event Reminder​

Hi {{contact.first_name}}! {{event_name}} starts tomorrow at {{event_time}}. Location: {{venue}}. See you there! Details: {{event_url}} STOP to opt out

~125 chars (1 SMS)

8. Booking Confirmation​

{{company.name}}: Booking confirmed! {{service_type}} on {{date}} at {{time}}. Confirmation #{{booking_id}}. Cancel/modify: {{manage_url}} STOP to opt out

~130 chars (1 SMS)

SMS Best Practices​

Writing Effective Messages​

1. Be Concise

  • Get to the point immediately
  • No fluff or filler words
  • Use abbreviations when clear (appt, conf, est)

2. Include Essential Info

  • Who (your brand name)
  • What (the message)
  • When (date/time if relevant)
  • Where (location/link if needed)
  • How (next steps)

3. Create Urgency

  • Time-sensitive language
  • Limited availability
  • Clear deadlines
  • Immediate action required

Good vs. Bad:

❌ Bad:

Hello! We wanted to reach out to let you know that your appointment is coming up soon. Please make sure to arrive on time. Thanks!

Too wordy, no specific info

✅ Good:

Reminder: Dental cleaning tomorrow 2 PM at Downtown Clinic. Reply C to confirm. STOP to opt out

Clear, concise, actionable

Character Optimization​

Save Characters:

  • Use "appt" instead of "appointment"
  • Use "est" instead of "estimated"
  • Use "conf" instead of "confirmation"
  • Use shortened URLs (bit.ly)
  • Remove unnecessary words ("the", "a", "very")

Example Optimization:

Before (175 chars - 2 SMS):

Hello! This is a reminder that your dental appointment is scheduled for tomorrow at 2:00 PM. Please arrive 10 minutes early. Reply C to confirm. Reply STOP to opt out.

After (142 chars - 1 SMS):

Reminder: Dental appt tomorrow 2 PM. Arrive 10 min early. Reply C to confirm. STOP to opt out

Savings: 33 characters, 1 SMS credit saved!

Use Short Links:

  • bit.ly
  • tinyurl.com
  • Custom domain shorteners

Link Placement:

  • Near end of message
  • After main message
  • Before opt-out

Link Text:

  • "Track: [link]"
  • "Shop: [link]"
  • "Details: [link]"

Timing & Frequency​

Best Send Times:

TimeGood ForAvoid
8-9 AMMorning remindersToo early (before 8 AM)
12-1 PMLunch promotionsImportant alerts (busy)
5-6 PMEvening eventsLate night (after 9 PM)

Frequency Limits:

  • Transactional: No limit (order updates, OTPs)
  • Promotional: Max 2-4 per week
  • Reminders: As needed, but space them out

Never Send:

  • Before 8 AM
  • After 9 PM
  • On major holidays (unless time-sensitive)

Compliance & Regulations​

1. Opt-In Required (TCPA)

  • Must have explicit consent
  • Cannot use purchased lists
  • Document consent records

2. Opt-Out Method (TCPA)

  • Include in every marketing SMS
  • Must work: "Reply STOP to opt out"
  • Process immediately (within 24 hours)
  • Free to opt out

3. Sender Identification

  • Identify your business clearly
  • Use brand name at start

India (TRAI/DLT Requirements)​

For India SMS:

  • DLT registration required
  • Template pre-approval needed
  • Sender ID registration
  • Entity ID required
  • No promotional SMS 9 PM - 9 AM

DLT Template Format:

{{#var#}} - Variable placeholder
{#var#} - Optional variable

GDPR (EU)​

For EU recipients:

  • Explicit consent required
  • Easy opt-out
  • Data processing disclosure
  • Privacy policy link

Advanced Features​

Two-Way SMS​

Enable replies:

Your order is ready for pickup. Reply Y to confirm pickup today or N to schedule later. STOP to opt out

Response Handling:

  • Y/Yes → Confirm pickup
  • N/No → Trigger scheduling workflow
  • STOP → Unsubscribe
  • HELP → Send support info

Dynamic Content​

Show different content based on contact data:

{{#if contact.is_vip}}
VIP: Priority shipping free on your order #{{order_id}}!
{{else}}
Order #{{order_id}} confirmed. Upgrade to VIP for free shipping: {{vip_url}}
{{/if}}
STOP to opt out

Scheduled Reminders​

Set up reminder sequences:

Appointment Reminder Sequence:

  • 7 days before: Initial confirmation
  • 1 day before: Final reminder
  • 2 hours before: "On our way" alert

Testing SMS Templates​

Before Saving​

Test Checklist:

  • ✅ Character count (aim for < 160)
  • ✅ All merge tags work
  • ✅ Links are trackable
  • ✅ Brand name included
  • ✅ Opt-out text included
  • ✅ Message makes sense
  • ✅ No typos or errors

Send Test:

  1. Click Send Test SMS
  2. Enter your phone number
  3. Select test contact (for merge tag data)
  4. Send and review on your phone

Preview with Sample Data​

Template:
Hi {{contact.first_name}}, appt confirmed for {{date}} at {{time}}. STOP to opt out

Preview (with sample data):
Hi Sarah, appt confirmed for Dec 15 at 2:30 PM. STOP to opt out

Troubleshooting​

Common Issues​

Problem: Messages getting flagged as spam

  • Solution: Include brand name at start
  • Solution: Don't use all-caps
  • Solution: Avoid spam trigger words ("FREE!!!", "URGENT!!!")
  • Solution: Ensure proper opt-in

Problem: High opt-out rate

  • Solution: Reduce frequency
  • Solution: Improve targeting/relevance
  • Solution: Provide more value
  • Solution: Review consent process

Problem: Low click-through on links

  • Solution: Shorten links
  • Solution: Make value proposition clearer
  • Solution: Add urgency
  • Solution: Place link strategically

Problem: Messages split into 2 SMS

  • Solution: Reduce character count
  • Solution: Remove unnecessary words
  • Solution: Use abbreviations
  • Solution: Shorten URLs

SMS vs. Other Channels​

FeatureSMSEmailWhatsApp
Open Rate98%20%70%
Read Time3 minHoursMinutes
Character Limit160Unlimited1000+
Rich MediaNoYesYes
CostMediumLowMedium
Best ForUrgentDetailedRich content

When to Use SMS:

  • Time-sensitive alerts
  • High-priority messages
  • Appointment reminders
  • OTP/verification
  • Order/delivery updates

When to Use Email Instead:

  • Long-form content
  • Rich media/images
  • Detailed information
  • Monthly newsletters

When to Use WhatsApp Instead:

  • International audience
  • Rich media needed
  • Two-way conversations
  • Lower cost at scale
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