1. Best Practices

  2. Write a Clear Message

  3. Carrier Guidelines to Ensure Deliverability

  4. Volume-Based Filtering

  5. Cannabis-Related Content Filtering

Best Practices

Consider these best practices for your MMS campaigns:

  • Send a test message to yourself or a co-worker to proofread for grammar and typos in your image text.

  • Consider the type of campaign and best time of day to send the message.

  • Include a timeline or expiration date to increase urgency.

Write a Clear Message

Make sure to include these components in your image text:

  • The name of your store - Some customers may get texts from more than one dispensary so it's crucial they know it's you!

  • An explanation of why you’re texting, e.g., limited supply, strain alert, event notification, etc.

  • A clear call to action.

Carrier Guidelines to Ensure Deliverability

These guidelines will help ensure that the phone carriers don't mark your messages as spam and that your texts reach their intended recipients:

  • Avoid sending similar or identical content to your customer base within a short period of time. You may be doing a marketing campaign push and sending messages to your entire customer list using different filters. Massive amounts of identical messages tend to set off spam alarms so be sure to break up the messages into different groups and vary the body message to avoid being marked as spam.

  • Set a cadence of at least one campaign per week to your full list to keep them engaged. Ideally no more than 2-3 campaigns within a 7 day period. Use filters to send more targeted messages if you plan to message at a higher frequency. Be sure to also use a variety of content to target them instead of mass sending to all customers the same message every day or even a few times a week. 

  • Don’t use aggressive language.

  • Send time must be between 8am and 7:30pm local time according to TCPA regulations.

For more information on Carrier Blocking, check out this article!

Volume-Based Filtering

Mobile carriers will filter and block any messages related to the volume of message-sending. Carriers don’t want commercial messages being sent more than 1-2 times a week. If you attempt to send out more than one message each day, carriers will begin putting your marketing phone number(s) on time-out. This, like cannabis-related content filtering, will keep your text messages from sending.

  • Carriers check the volume of activity from each phone number. If too high, oftentimes they ignore it and will not deliver it to the recipient 

  • Then, carriers check message content for spam filtering. If considered spam, again they will ignore it and will not deliver it to the recipient.

Carriers have significantly increased transactional and marketing message content filtering. To improve deliverability, we recommend using broader terms that don’t appear to prompt this content filtering. The terms identified with content filtering include:

  • 'budtender',

  • 'cannabis',

  • 'cartridge',

  • 'cbd',

  • 'concentrate',

  • 'dispensaries',

  • 'dispensary',

  • 'edible',

  • 'eighth',

  • 'flower',

  • 'gummy',

  • 'gummies',

  • 'gram',

  • 'joint',

  • 'kief',

  • 'kush',

  • 'marijuana',

  • 'oz',

  • 'preroll',

  • 'pre-roll',

  • 'pre roll',

  • 'price',

  • 'shatter',

  • 'strain',

  • 'vape',

  • 'weed',

  • 'wax',

  • '1/8',

  • '1/4'

Because the filtering and deliverability are determined by each customer's cell carrier, Blackbird is not responsible for segments allocated to carrier-filtered messages.

Learn More About Connect...

Connect Dashboard

Connect Usage

Connect Subscriptions

Connect Deliverability

Carrier-Blocked Messages

Unreachable Messages

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