Custom Bulk Message

Custom bulk messages are the most straightforward campaign type — compose a single message and send it to all or a subset of your opted-in customers. Use them for announcements, updates, reminders, promotions, or any one-time broadcast where you need to reach a group of customers at once.

Key Features

One-to-Many Broadcasting

Write one message and send it to hundreds or thousands of customers simultaneously. The platform handles delivery to each customer individually while keeping the experience personal through merge tags.

Audience Targeting

Send to your entire contact list, a specific group, or multiple groups. Target the right audience for each message — send a policy update to staff, a promotion to members, or an event reminder to attendees.

Personalization with Merge Tags

Use merge tags like {first_name}, {company_address}, and custom fields to personalize each message. Bulk messages with personalization feel direct and relevant, not like a mass blast.

Scheduling

Send immediately or schedule for a specific date and time. Plan announcements in advance and coordinate with events, deadlines, or optimal engagement windows.

Follow-Up Messages

Add one or more follow-up messages that send after the initial message on a delay. Use follow-ups to reinforce a call to action, provide additional details, or check in with customers who received the first message.

How to Send a Custom Bulk Message

Step 1: Create the Campaign

Go to Campaigns and click Create Campaign. Select Custom Bulk Message as the campaign type.

Step 2: Compose Your Message

Write your message in the compose field. Keep it concise — SMS is a short-form medium. Include a clear purpose and call to action.

Use merge tags to personalize:

• {first_name} — customer's first name
• {company_address} — your organization's address
• {google_business_profile} — your Google Business Profile URL

Example message:

Hi {first_name}, quick update — our hours are changing starting next Monday. We'll be open 9 AM to 7 PM, Monday through Friday. Reply with any questions!

Step 3: Choose Your Audience

Select the customer group or groups that should receive this message. You can also select All customers to send to everyone.

Step 4: Add Follow-Ups (Optional)

Add follow-up messages that send after a delay. For example:

• Day 1: Initial announcement
• Day 3: Reminder or additional details
• Day 7: Final call to action

Step 5: Schedule or Send

Choose to send immediately or schedule for a specific date and time. Review the message, audience, and any follow-ups before confirming.

Real-World Examples

General Announcement

Attention customers: our annual meeting is scheduled for March 20th at 6 PM in the main hall. Reply RSVP to confirm your attendance.

Weather or Closure Alert

Due to inclement weather, our offices will be closed today. We will resume normal hours tomorrow. Stay safe!

Promotion or Offer

Hey {first_name}, this week only — 15% off all services for customers. Mention this text when you visit. See you soon!

Policy Update

Important update: our guest policy has changed effective April 1st. Visit our website for details or reply with questions.

Event Follow-Up

Thanks for attending last night's event, {first_name}! Here's the link to the photos and resources we discussed: [link]. See you at the next one!

businesses Legislative Alert

ACTION NEEDED: City council votes on the small business tax proposal tomorrow at 7 PM. Your voice matters — details and talking points: [link]

Association Conference Update

{first_name}, early bird registration for the Annual Conference closes Friday. Save $150 when you register this week: [link]

Membership Renewal Reminder

{first_name}, your membership renews on {renewal_date}. Renew online to keep your benefits active: [link]. Questions? Reply to this text.

Message Frequency Guidelines

How often to send depends on your businesses type and audience expectations:

Only send a message if the recipient would be glad they received it. If you cannot clearly articulate why the customer benefits from this message, do not send it.

Avoiding Message Fatigue

• Set expectations at opt-in. If your welcome message says "up to 4 messages per month," stay within that range.
• Segment your audience. Not every message is for every contact. Use groups to target the right subset.
• Consolidate when possible. Two related updates in one message are better than two separate messages in the same day.
• Watch your opt-out rate. If opt-outs increase after a send, you may be messaging too frequently or with content that does not resonate.

Optimal Send Times

• Weekdays 10 AM - 2 PM in the recipient's time zone tends to produce the highest engagement
• Day-of reminders for events work best in the morning (8-10 AM) so customers can plan their day
• Avoid before 8 AM and after 9 PM — this is both a best practice and a compliance requirement
• Urgent alerts (weather closures, schedule changes) should send immediately regardless of time

Message Content Guidelines

• Keep messages under 160 characters when possible — stays in a single SMS segment and costs 1 credit
• Lead with value — the first few words determine whether the customer reads the rest. "Pool opens May 25 at 10 AM" beats "Hi, we wanted to let you know..."
• Include a clear call to action — tell customers what to do: reply, click a link, RSVP, show a text
• Identify yourself — customers should know who is texting them. Include your businesses name, especially in the first message
• Personalize with merge tags — {first_name} at minimum. Personalized messages consistently outperform generic ones
• Avoid third-party URL shorteners — bit.ly and tinyurl are blocked by carriers. Use the platform's built-in link tracking instead

Common Questions

What is the difference between a custom bulk message and a text flyer?

A custom bulk message is a text-only SMS. A Text Flyer is an MMS message that includes a media attachment (image, PDF, etc.). Text flyers cost 2 credits per customer instead of 1.

Can I send to multiple groups at once?

Yes. When selecting your audience, you can choose multiple groups. customers who belong to more than one selected group will only receive the message once.

Is there a limit to how many customers I can send to?

There is no hard limit on the number of customers per campaign. However, large sends may be queued and delivered over a short period to comply with carrier throughput limits.

Can I cancel a scheduled message?

Yes. Navigate to the campaign and cancel the scheduled send before the delivery time. Once a message has been sent, it cannot be recalled.