Your SMS template delivery rate directly impacts how many sellers you reach. Aim for 90% minimum on high-volume templates and 95%+ across all others. This guide provides benchmarks by volume tier, writing best practices, and troubleshooting steps for underperforming templates.
Delivery Rate Benchmarks by Volume
Template requirements scale with usage volume. Higher-volume templates need more dynamic variation to avoid carrier filtering.
| Daily Volume | Template Requirements | Target Rate |
|---|---|---|
| 100+ uses/day | Dynamic with 2-5 parts, at least 7 variations per part. More usage demands more variation. | 90% min, aim 95%+ |
| 35-100 uses/day | Dynamic formatting with 2-3 parts, at least 5 variations each. | 95% min, aim 97%+ |
| Under 35 uses/day | Can be static or lightly dynamic. Lower risk of carrier filtering at this volume. | 97%+ expected |
Action Plan Template Best Practices
Your Action Plans should rotate prospecting templates for initial outreach. All initial messages must be dynamic, using custom merge fields like owner name and property address. Avoid static templates for prospecting -- they consistently produce lower delivery rates.
Writing Effective Templates
Create your own unique messages after the first few days on the platform. Copied or shared templates get flagged faster by carriers.
- Write conversationally -- as if you were speaking directly to the seller.
- Lead with purpose. State why you are reaching out and what value you offer.
- Do not apologize. You are offering help, not creating an inconvenience.
- Avoid flagged phrases like "out of the blue" or anything suggesting unsolicited lead generation.
- Do not include links in your first message. Links trigger spam filters.
Using Merge Fields and Dynamic Parts
Merge fields personalize each message automatically. Use them in every prospecting template. Common merge fields include:
- Owner name -- personalizes the greeting
- Property address -- proves you know which property you are referencing
- City or county -- adds geographic relevance
Dynamic parts (spintax) create multiple message variations from a single template. For example, a greeting part might rotate between "Hi [Name]," "Hello [Name]," and "Hey [Name]," -- each variation counts as a distinct message to carriers.
Monitoring and Troubleshooting
Review template performance weekly or bi-weekly. Early detection of delivery drops prevents wasted outreach.
When delivery rate drops below 90%: Immediately replace or rework the template. Common causes include repetitive phrasing, excessive daily volume from one number, or flagged keywords. Do not wait for rates to recover on their own.
Frequently Asked Questions
How often should I create new templates?
Review performance bi-weekly. Replace any template whose delivery rate has dropped below your volume tier's target. Fresh templates typically perform better than refreshed old ones.
Can I use the same template across different Action Plan tiers?
Yes, but customize the tone for each tier. Urgent templates should be more direct and action-oriented. Low-tier templates can be softer and more exploratory.
What does "dynamic" mean in practice?
A dynamic template uses spintax or merge fields so that each sent message is unique. For example: "{Hi|Hello|Hey} {owner_name}, I noticed your property at {address}..." generates different combinations for each recipient.
