SMS Guide: Template - Best Practices

Bella Santana

Updated September 25, 2026 16:11

Best Practices

Benefits

Higher Delivery and Response Rates: Well-crafted and compliant messages are more likely to be delivered and responded to positively.
More Leads: Effective SMS messaging can significantly boost lead generation, resulting in more potential clients.
More Deals: A higher response rate leads to more qualified leads, translating into more closed deals and increased revenue.
Account Longevity: By following best practices and avoiding suspension, you can ensure the longevity of your SMS messaging account, fostering long-term success.

Best Practices for SMS Messaging

Template Rotation: Maintain a diverse pool of at least 20 templates for initial outbound/cold messages and 5 for all other categories, rotating them at least once per month to avoid triggering spam filters.
Pacing Messages: Send messages at a moderate pace, aiming for one message every 2-3 seconds. Rapid-fire messaging can raise red flags and lead to account suspension.
Monitor for Spam Alerts: Keep a close eye on spam alerts from your SMS service provider (Twilio), and monitor your Lead Sherpa dashboard. If you receive such an alert, investigate promptly and take appropriate action. Ignoring these alerts will jeopardize your account health.
Phone Number Rotation: Consider rotating phone numbers at least once monthly to maintain messaging effectiveness and avoid being flagged as spam.
Template Quality: Craft well-written, clear, and concise SMS templates that effectively convey your message without causing confusion or misunderstandings. Avoid language or content that could be flagged as spam or violate best practices.
Monitor Delivery Rates: Keep track of your SMS message delivery rates. A consistently low delivery rate (below 60-70%) can indicate a low-quality list of phone numbers or that your messages are being flagged as spam. Both contribute to a higher failure rate, ultimately reflecting poorly on your Twilio account.
Questions? Stop Messaging: If you have questions about what is happening or the alerts you are getting, please stop sending messages immediately and contact our support team for assistance.

Blocked Words/Phrases

Carriers are always looking for common words and phrases utilized within spam messaging. The inclusion of any one or combination of the following words and phrases can result in low delivery rates. We are actively monitoring this topic, and from our compiled data, we have identified the words presented in the list below as being highly filtered.

Please keep in mind that this list is susceptible to change over time, and language conveying similar messages as what is listed below may also flag your messages as spam.

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4. Enhanced Guidelines for SMS Best Practices

To make your SMS campaigns more effective and compliant with industry standards, consider these additional tips, along with specific examples and common pitfalls to avoid.

Well-Crafted SMS Templates

1. Identify Yourself Clearly: Always include the {CompanyName} merge tag to let recipients know who you are. You may also pair this with the {UserFirstName} merge tag for a personal touch. Identifying yourself builds trust and ensures compliance.

- Example Template:

Hi {FirstName}, this is {UserFirstName} from {CompanyName}. I’m reaching out about your property at {StreetAddress}. Are you open to discussing a sale?

2. Use Specific Property Details: Mentioning the {StreetAddress} merge tag shows that your message is targeted and relevant, reducing the likelihood of being marked as spam.

- Example Template:

Hi {FirstName}, I’m {UserFirstName} with {CompanyName}. I’m interested in your property at {StreetAddress}. Have you considered selling?

3. End with a Question: Questions encourage engagement and make it easier for recipients to respond. Always conclude your message with a question to increase reply rates.

- Example Template:

Hi {FirstName}, this is {UserFirstName} from {CompanyName}. I’d love to talk about your property at {StreetAddress}. Would you be open to a quick call to discuss?

Common Pitfalls to Avoid

1. Avoid URLs and Spammy Language: Including links (URLs) or using overly promotional terms like "FREE," "ACT NOW," or ALL CAPS will likely trigger spam filters. Keep the tone professional yet conversational.

- Pitfall Example:

GET CASH NOW for your property at {StreetAddress}! Visit [link] for an instant offer!!!

- Why It’s Bad: This message uses all caps, spammy language, and includes a URL, making it non-compliant and likely to be flagged.

2. Avoid Generic or Vague Messaging: Messages without personalization or specific details appear spammy and are less likely to receive responses.

- Pitfall Example:

Hi there! Interested in selling your property?

- Why It’s Bad: This template lacks personalization and doesn’t build credibility by identifying the sender or property details.

3. Use Common Sense in Crafting Messages: Ensure your messages are clear, concise, and considerate. Avoid any language that could come across as aggressive or intrusive.

- Pitfall Example:

We need your property at {StreetAddress}. Call us now to avoid missing out!

- Why It’s Bad: This message is pushy and lacks a conversational tone, reducing its effectiveness.

By incorporating these examples and avoiding the pitfalls, you can craft effective SMS templates that maximize delivery rates, generate more leads, and maintain account longevity. Remember: clarity, personalization, and professionalism are the keys to success.

5. Templates Examples

Hi {FirstName}, this is {UserFirstName} from {CompanyName}. I noticed your property at {StreetAddress} and wanted to ask if you'd be open to discussing an offer. What do you think?
Hello {FirstName}, I’m {UserFirstName} with {CompanyName}. Are you open to chatting about your property at {StreetAddress}? Let me know!
Good day {FirstName}, this is {UserFirstName} from {CompanyName}. I’m interested in the property at {StreetAddress}. Could we connect to discuss options?
Hi {FirstName}, I hope this finds you well. My name is {UserFirstName} from {CompanyName}, and I’d love to discuss the property at {StreetAddress}. Is now a good time?
Hello {FirstName}, this is {UserFirstName} with {CompanyName}. I’m reaching out about {StreetAddress}. Have you considered selling? I'd love to hear your thoughts.