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    "post": {
      "postuid": "34dd5f04-8bf4-4c44-9e06-a7f0d01d41a5",
      "tenantuid": "d8b744fc-2e70-4089-bb80-dd1d08f6c7b2",
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      "title": "How to warm-up an SMS sending number",
      "slug": "article/how-to-warm-up-an-sms-sending-number",
      "html": "\u003Cp\u003EWhen you lease a new number for your \u003Ca href=\u0022https://www.dailystory.com/features/sms-marketing/\u0022\u003ESMS marketing\u003C/a\u003E, or move from another provider, you need to warm-up your sending number reputation to ensure you avoid \u003Ca href=\u0022https://www.dailystory.com/blog/carrier-violations-what-to-avoid-doing-during-sms-text-marketing/\u0022\u003Ecarrier violations\u003C/a\u003E. Warming-up your sending reputation is the process of re-introducing the new number to your recipients and establishing a positive reputation with the carriers.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003ECold texting, sending text messages to non-opted in recipients, is illegal.\u003C/p\u003E\u003C/cite\u003E\u003Ch2 id=\u0022consider_your_sending_number\u0022\u003EConsider your sending number\u003C/h2\u003E\u003Cp\u003EFirst, it\u2019s important to understand that in SMS text messaging, there are different types of \u003Ca href=\u0022https://www.dailystory.com/blog/long-code-vs-short-code/\u0022\u003Esending numbers\u003C/a\u003E:\u003C/p\u003E\u003Ctable border=\u00221\u0022 style=\u0022border-collapse: collapse; width: 100%;\u0022\u003E\u003Ctr\u003E\u003Ctd\u003EType of Number\u003C/td\u003E\u003Ctd\u003EDescription\u003C/td\u003E\u003C/tr\u003E\u003Ctr\u003E\u003Ctd\u003EShort Code\u003C/td\u003E\u003Ctd\u003EA short code is a 5- to 6-digit number used to send SMS or MMS messages.\u003C/td\u003E\u003C/tr\u003E\u003Ctr\u003E\u003Ctd\u003EToll-free\u003C/td\u003E\u003Ctd\u003EA toll-free number, in the United States, is a special 10-digit number that usually starts with an 8 (800, 888, 877, 866, etc.).\u003C/td\u003E\u003C/tr\u003E\u003Ctr\u003E\u003Ctd\u003E10 Digit Long Code (unregistered)\u003C/td\u003E\u003Ctd\u003EA long code is a standard, 10-digit number that also can be used to send SMS or MMS messages. Unlike a toll-free number, the long code is associated with a specific regional area code.\u003C/td\u003E\u003C/tr\u003E\u003Ctr\u003E\u003Ctd\u003E10 Digit Long Code (registered)\u003C/td\u003E\u003Ctd\u003EA long code that has been \u003Ca href=\u0022https://www.dailystory.com/blog/10dlc-registration-for-sms-marketing/\u0022\u003E10DLC registered\u003C/a\u003E.\u003C/td\u003E\u003C/tr\u003E\u003C/table\u003E\u003Ch3 id=\u0022key_differences_between_short_codes_and_long_codes\u0022\u003EKey differences between short codes and long codes\u003C/h3\u003E\u003Cp\u003EShort codes, toll-free, and registered 10 digit long codes are all numbers that have been registered and vetted by the carriers.\n\nHowever, this does not mean that you can ignore your sending number reputation.\u003C/p\u003E\u003Ch3 id=\u0022what_is_sending_number_reputation\u0022\u003EWhat is sending number reputation?\u003C/h3\u003E\u003Cp\u003EWhen you send SMS marketing or transactional text messages the carriers (AT\u0026amp;T, T-Mobile, Verizon and others) monitor your traffic and content. They are constantly looking for abuse or for content that should be blocked. When content is blocked it is known as a \u003Ca href=\u0022https://www.dailystory.com/blog/carrier-violations-what-to-avoid-doing-during-sms-text-marketing/\u0022\u003Ecarrier violation\u003C/a\u003E. And when a carrier violation occurs, it can be detrimental to your entire SMS marketing campaign.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EThe monitoring of your traffic and content creates a reputation associated with the sending number.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022what_do_carriers_consider_as_part_of_sending_number_reputation\u0022\u003EWhat do carriers consider as part of sending number reputation?\u003C/h3\u003E\u003Cp\u003EThere are many factors that determine your sending number reputation. Some of which include:\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003ENumber registration\u003C/b\u003E\u0026nbsp;\u2013 is the sending number registered as a short code, toll-free or 10DLC?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EArea code match\u003C/b\u003E \u2013 does the sender/recipient area code match?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EOpt-out rate\u003C/b\u003E \u2013 what is the sending number\u0027s opt-out rate?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESending Volume\u003C/b\u003E \u2013 what is the average sending volume?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EReply/engagement rate\u003C/b\u003E \u2013 what is the positive reply rate (excluding opt-outs) of the messages sent?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ENot-deliverable\u003C/b\u003E\u0026nbsp;\u2013 how many messages are non-deliverable (invalid numbers, land lines, etc.)?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EContent filtering\u003C/b\u003E \u2013 has the content been filtered for \u003Ca href=\u0022https://www.dailystory.com/blog/sms-text-compliance-9-tips-to-keep-your-business-out-of-trouble/\u0022\u003ES.H.A.F.T.\u003C/a\u003E content or other violations?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EEmbedded URLs\u003C/b\u003E \u2013 are the embedded URLs using public URL shorteners?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EContent at URL\u003C/b\u003E - what type of content is hosted at the URL?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EEmbedded number\u003C/b\u003E - is a number embedded in the message that is different than the sending number?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EImage content\u003C/b\u003E - was filtered content found through optical character recognition of an image?\u003C/li\u003E\u003C/ul\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EThe carriers do not publish how they evaluate sending number reputation. These are factors learned and shared within the industry.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022what_happens_when_you_dont_properly_warmup_a_sending_number\u0022\u003EWhat happens when you don\u2019t properly warm-up a sending number?\u003C/h3\u003E\u003Cp\u003EWhen you don\u0027t properly warm up your sending number you put yourself at risk for a high number of \u003Ca href=\u0022https://www.dailystory.com/blog/carrier-violations-what-to-avoid-doing-during-sms-text-marketing/\u0022\u003Ecarrier violations\u003C/a\u003E and impacting future delivery.\u003C/p\u003E\u003Ch2 id=\u0022before_you_start_the_sms_number_warmup\u0022\u003EBefore you start the SMS number warm-up\u003C/h2\u003E\u003Cp\u003EBefore you start your SMS number warm-up, we recommend following the steps in this checklist.\u003C/p\u003E\u003Ch3 id=\u0022consider_the_type_of_number_used_for_sending\u0022\u003EConsider the type of number used for sending\u003C/h3\u003E\u003Cp\u003EThe type of number used for sending impacts how you need to approach warming up your SMS number. An unregistered long code is the most difficult type of number to warm-up.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003ESending number warm-up is most critical for unregistered long codes.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022perform_a_validation_on_your_sms_sending_list\u0022\u003EPerform a validation on your SMS sending list\u003C/h3\u003E\u003Cp\u003EA sending list validation is the process of taking your numbers and validating the type of number, the carrier and determining if the number is mobile capable.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EWe recommend validating a list if you haven\u0027t sent a message in the past 30 days.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EIf you need assistance validating your SMS sending list, please \u003Ca href=\u0022https://www.dailystory.com/contact-us/\u0022\u003Econtact us\u003C/a\u003E as we can help.\u003C/p\u003E\u003Ch4 id=\u0022perform_continuous_validation\u0022\u003EPerform continuous validation\u003C/h4\u003E\u003Cp\u003EIdeally for every new mobile number added it should be validated to ensure it is a valid mobile number capable of receiving SMS messages.\u003C/p\u003E\u003Ch3 id=\u0022segment_your_list\u0022\u003ESegment your list\u003C/h3\u003E\u003Cp\u003E\u003Ca href=\u0022https://www.dailystory.com/features/segmentation/\u0022\u003ESegmentation\u003C/a\u003E is the process of grouping your contacts by common characteristics. When it comes to warming up your sending number use segmentation to create smaller audiences that you can use in the warm-up sequence:\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003ESegment by carrier\u003C/b\u003E \u2013 Create segments based on the carrier you are sending to.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESegment by engagement\u003C/b\u003E \u2013 If you are bringing an existing list, who are your most engaged vs. least engaged numbers.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESegment by region\u003C/b\u003E \u2013 Especially if you are retail location. You will only want to target recipients in your geographical area.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESegment by acquisition\u003C/b\u003E - How and where did you acquire the numbers? Did they sign up in\u0026nbsp; your store, on your website or through a \u003Ca href=\u0022https://www.dailystory.com/features/qr-codes/\u0022\u003EQR code\u003C/a\u003E?\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESegment by opt-in status\u003C/b\u003E - It\u0027s critical that when you bring numbers into your sending list that you include numbers that have opted out. Versus just deleting those numbers. You want to bring those numbers with you to ensure they cannot get accidentally added back to a list.\u003C/li\u003E\u003C/ul\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EFor SMS warm-up we recommend trying to create segments with no more than 1,000 recipients.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022avoid_common_blocklist_words\u0022\u003EAvoid common blocklist words\u003C/h3\u003E\u003Cp\u003EWe\u0027ve put together a list of common \u003Ca href=\u0022https://www.dailystory.com/blog/keyword-blocklists-what-they-do-and-whether-you-should-use-them/\u0022\u003Eblock words\u003C/a\u003E that can cause problems for your email marketing and SMS marketing. Get the \u003Ca href=\u0022https://docs.google.com/spreadsheets/d/1nngfFIQFSGMfdqxoxjgQhHhsRF-VVATHkxidfRWym04/edit?usp=sharing\u0022\u003Efull list as a Google Sheet\u003C/a\u003E or \u003Ca href=\u0022https://github.com/dailystory/blocklist/\u0022\u003Efork it from GitHub\u003C/a\u003E.\u003C/p\u003E\u003Ccite class=\u0022download_file\u0022\u003E\u003Cimg width=\u002240\u0022 src=\u0022https://cdn-us-1.azureedge.net/content-pages/images/google-docs.png\u0022\u003E\u003Cdiv\u003E\u003Ca href=\u0022https://docs.google.com/spreadsheets/d/1nngfFIQFSGMfdqxoxjgQhHhsRF-VVATHkxidfRWym04/edit?usp=sharing\u0022 target=\u0022_blank\u0022 rel=\u0022noopener\u0022\u003E800\u002B Email and SMS Spam Trigger words\u003C/a\u003E\u003Caside\u003EView in Google Docs\u003C/aside\u003E\u003C/div\u003E\u003C/cite\u003E\u003Ccite class=\u0022download_file\u0022\u003E\u003Cimg width=\u002240\u0022 src=\u0022https://cdn-us-1.azureedge.net/content-pages/images/github.png\u0022\u003E\u003Cdiv\u003E\u003Ca href=\u0022https://github.com/dailystory/blocklist/\u0022 target=\u0022_blank\u0022 rel=\u0022noopener\u0022\u003E800\u002B Email and SMS Spam Trigger words\u003C/a\u003E\u003Caside\u003EDownload File\u003C/aside\u003E\u003C/div\u003E\u003C/cite\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EBlock list management is built-in to DailyStory\u0027s SMS delivery score.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022sender_number_planning\u0022\u003ESender number planning\u003C/h3\u003E\u003Cp\u003EDepending upon the type of sending number you are using, you may need to consider using multiple sending numbers. This typically applies to 10 digit long codes.\n\nEach sending number is assigned a through-put that each carrier will allow. This is the maximum number of messages per minute/hour/day they will allow you to send.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EExceeding your sending number through-put will cause carrier violations and prevent message delivery.\u003C/p\u003E\u003C/cite\u003E\u003Ch4 id=\u0022how_many_sending_numbers_do_i_need\u0022\u003EHow many sending numbers do I need?\u003C/h4\u003E\u003Cp\u003EThe general guidance for 10 digit long codes is approximately 1 number for every 1,000 recipients sent in a 1 hour time window. This also assumes no message variability, i.e. the same message to 1,000 recipients. And, ideally, you have multiple sending numbers to match recipients area codes.\u003C/p\u003E\u003Ch3 id=\u0022dont_approach_your_sms_strategy_as_text_blasting\u0022\u003EDon\u0027t approach your SMS strategy as \u0022text blasting\u0022\u003C/h3\u003E\u003Cp\u003EUnfortunately \u003Ca href=\u0022https://www.dailystory.com/blog/text-message-blast/\u0022\u003Etext message blasts\u003C/a\u003E and text message blast services are no longer as effective as they once were. This is due to changing consumer acceptance of text message marketing as well as changes in carrier regulations around customer communication.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EAvoid services that advertise as a text blasting service or mass texting services. Using these types of service will only cause damage to you brand\u2019s reputation.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EUnless you are using a short code for sending your text messages, you can no longer send high volume text messages.\u003C/p\u003E\u003Ch3 id=\u0022utilize_crosschannel_for_sms_marketing\u0022\u003EUtilize cross-channel for SMS marketing\u003C/h3\u003E\u003Cp\u003E\u003Ca href=\u0022https://www.dailystory.com/sms-marketing/\u0022\u003ESMS marketing\u003C/a\u003E should be one of many digital marketing channels you are using. And, ideally, \u003Ca href=\u0022https://www.dailystory.com/email-marketing/\u0022\u003Eemail marketing\u003C/a\u003E and social media marketing are both in use as well.\n\nBelow are some ideas for how you can reenforce your SMS marketing through other channels:\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EInclude sign up offers\u003C/b\u003E - within you email marketing, include offers exclusively available through SMS. For example, \u0022text JOIN to 555-XXX-XXXX to get a 15% coupon for Cyber Monday.\u0022\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EDisplay QR codes\u003C/b\u003E - if you are a retail location, take advantage of QR code that can be \u0022scanned to sign up\u0022. Scanning the QR code creates the text message to your number and all they have to do is click send.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EInclude website promotions\u003C/b\u003E - use \u003Ca href=\u0022https://www.dailystory.com/features/popup-web-forms/\u0022\u003Epopups\u003C/a\u003E and banners to encourage visitors to sign up for your deals and offers. Not just for your newsletter.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EReference in social media\u003C/b\u003E - reference your SMS marketing in social media posts as another way to access deals and offers.\u003C/li\u003E\u003C/ul\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EPromote your SMS marketing through other digital marketing channels.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003ESomething we often recommend is pairing your SMS marketing sends with your email marketing sends. For example, in your email marketing campaign reference, \u0022be on the lookout for a text message from us\u0022.\u003C/p\u003E\u003Ch3 id=\u0022update_your_websites_terms_of_service\u0022\u003EUpdate your website\u0027s terms of service\u003C/h3\u003E\u003Cp\u003EA best practice is to include details about your SMS marketing in your website\u0027s terms of service. We\u0027ve put together a sample \u003Ca href=\u0022https://www.dailystory.com/blog/sms-marketing-sample-terms-of-service/\u0022\u003Eterms of service\u003C/a\u003E you can start with.\u003C/p\u003E\u003Ch2 id=\u0022sms_marketing_content_planning\u0022\u003ESMS marketing content planning\u003C/h2\u003E\u003Cp\u003EThe most difficult part of creating a successful SMS marketing strategy is content planning and creation.\n\nIt\u0027s important to resist the urge to send \u003Ca href=\u0022https://www.dailystory.com/blog/text-message-blast/\u0022\u003Etext blasts\u003C/a\u003E. Instead you will need to create a content strategy for your SMS marketing that follows best practices and matches the customers where they are in their journey with your brand.\u003C/p\u003E\u003Ch3 id=\u0022unique_message_content\u0022\u003EUnique message content\u003C/h3\u003E\u003Cp\u003EWe recommend creating a unique message per-500 recipients. And, the more unique messages you create the better.\u003C/p\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EWe recommend one unique message per-500 recipients.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EA unique message does not include simple applications of personalization.\u003C/p\u003E\u003Ch4 id=\u0022leverage_writing_assistant_tools_like_chatgpt\u0022\u003ELeverage writing assistant tools like ChatGPT\u003C/h4\u003E\u003Cp\u003EUsing AI to help you write content is a great way to use modern tools like ChatGPT.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EA ChatGPT writing assistant is built-in to DailyStory.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EYou can take a single SMS message and ask the writing assistant to create variations. Make the variations more sales-focused, less sales-focused and so on. Experiment with multiple versions of your message and then use tools like A/B testing to test different messages.\u003C/p\u003E\u003Ch3 id=\u0022targeted_journeyspecific_messaging\u0022\u003ETargeted, journey-specific messaging\u003C/h3\u003E\u003Cp\u003EYour text message recipients will be at different places in their journey with your brand. Using the four stages of the marketing funnel is a simple way to break this down:\u003C/p\u003E\u003Ch4 id=\u0022awareness\u0022\u003EAwareness\u003C/h4\u003E\u003Cp\u003EWhen building your SMS marketing content for customers at the awareness stage:\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EConfirm sign-up intent\u003C/b\u003E - use tools like \u003Ca href=\u0022https://www.dailystory.com/blog/double-opt-in-sms-marketing/\u0022\u003Edouble opt-in\u003C/a\u003E to confirm the intent to sign up. Especially if they signed up on your website without texting in a sign-up keyword.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EReenforce brand\u003C/b\u003E - throughout all the messaging during the awareness phase, you want to ensure the recipient is aware of who the brand is and what number they will receive messages from.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EEncourage replies\u003C/b\u003E - seek to create content that is establishing a rapport with the customer with two-way communication. Even if responses to that communication is automated.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ELimit sales messaging\u003C/b\u003E - only one out of every three messages should be sales oriented. Your goal here is to establish a pattern with the carriers that shows positive intent between the sending number and the recipient.\u003C/li\u003E\u003C/ul\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EText messages in this stage should not include URLs. We recommend not including URLs in\u0026nbsp; your text messages until you\u0027ve moved deep into the consideration phase or are well into the conversion phase.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EIn this stage we like to use keyword automations, drip campaigns and other non-marketing style messages to warm the audience up to your send frequency.\u003C/p\u003E\u003Ch4 id=\u0022consideration\u0022\u003EConsideration\u003C/h4\u003E\u003Cp\u003EOnce a customers is successfully transitioned through the awareness stage, whose primary purpose is to establish brand identity and trust of the sending number, now you can start marketing and selling.\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EEstablish a cadence\u003C/b\u003E - is your messaging sending once a week or once a month? In our experience, once a month is frequent enough to keep a buyer engaged.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ERemain conversational, but introduce promotions\u003C/b\u003E - it\u0027s still important that the messaging is bi-directional. But, you can begin to introduce more promotion content.\u003C/li\u003E\u003C/ul\u003E\u003Cp\u003EThe goal in the stage is to motivate your prospect \u003Cb\u003Eto do something\u003C/b\u003E. This something can be click a link, reply with a keyword, make a purchase or perform another transaction with your business.\u003C/p\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EIncluding URLs in your text message can be done here once you\u0027ve established your sending number with the recipient. But you should still be cautious as URLs can cause delivery issues.\u003C/p\u003E\u003C/cite\u003E\u003Ch4 id=\u0022conversion\u0022\u003EConversion\u003C/h4\u003E\u003Cp\u003EYou\u0027ve successfully acquired a prospect. You\u0027ve navigated them through the awareness and consideration phase and slowly introduce sales-specific messaging.\n\nThey have now converted, whether in-store or online.\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EUnderstand the type of customer\u003C/b\u003E - is your store a physical retail location? Is your customer geographically \u0022close\u0022 to your location? If not, this is probably not someone that you want to message frequently.\u003C/li\u003E\u003C/ul\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EFor customers outside your geographic target range, reduce the messaging frequency to correspond with season activity, e.g. summer, labor day, Christmas, or other times when these customers may be \u0022visiting\u0022 the location.\u003C/p\u003E\u003C/cite\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EPost-purchase follow-up\u003C/b\u003E - now is a great time to run post-purchase follow-up campaigns. Still with an emphasis on your brand recognition.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESurveys\u003C/b\u003E - a SMS-based survey, e.g. reply 5 if you had an excellent experience to 1 if you had a poor experience, is a great way to engage your customers in conversational messaging.\u003C/li\u003E\u003C/ul\u003E\u003Ch4 id=\u0022loyalty\u0022\u003ELoyalty\u003C/h4\u003E\u003Cp\u003EOnce you\u0027ve converted a customer your marketing campaign changes to focus on loyalty and cross- selling.\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EIntroduce complimentary products\u003C/b\u003E - find the products that compliment other purchases the customer has made and use this as a cross-sell opportunity.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EIntroduce rewards\u003C/b\u003E - celebrate customer purchasing levels with rewards offered for achieving different milestones, e.g. $100 spent, $500 spent and so on.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ECelebrate together\u003C/b\u003E - celebrate customer anniversaries, purchasing milestones through loyalty. These are great ways to keep customers engaged with your brand.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EAsk for reviews\u003C/b\u003E - use your SMS marketing channel to ask customers to leave reviews for you on important pages like Google My Business.\u003C/li\u003E\u003C/ul\u003E\u003Ch3 id=\u0022every_3rd_message_should_encourage_a_reply\u0022\u003EEvery 3rd message should encourage a reply\u003C/h3\u003E\u003Cp\u003EResist the temptation to focus exclusively on outbound marketing and sales messages.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EUnfortunately most brands want to focus exclusively on outbound without investing on inbound. Inbound replies help build your sending reputation.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003EIn our experience with long code and toll-free sending numbers, it is best to ensure that at least one out of every three messages encourages a reply.\n\nExamples of messages that encourage replies:\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EInquire about recent experience\u003C/b\u003E - what was their favorite product or experience.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EAsk about what they are looking forward to\u003C/b\u003E - especially as it relates to new products.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EAsk about favorite brands\u003C/b\u003E - what are their favorite brands they have purchased.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ESurveys\u003C/b\u003E - ask for feedback on a recent store visit.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EQuestion based messages\u003C/b\u003E - examples, \u0022we\u0027re hosting an event Saturday night. Will you be there?\u0022.\u003C/li\u003E\u003C/ul\u003E\u003Cp\u003EThe goal is to encourage replies. When the carriers see replies to your messages these are positives signals about your sending number reputation.\u003C/p\u003E\u003Ch4 id=\u0022remember_optout_messages_are_negative_signals\u0022\u003ERemember, opt-out messages are negative signals\u003C/h4\u003E\u003Cp\u003EImagine from the other perspective where all a brands sends is sales and promotional materials. The only replies received back are optouts: STOP, QUIT, UNSUBSCRIBE, etc.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EOpt-out messages are huge negative signals.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003ENon-opt-opt out messages are positive signals whereas negative and optout messages are negative signals about your numbers sending reputation.\u003C/p\u003E\u003Ch2 id=\u0022recommend_best_practices_for_sms_warmup\u0022\u003ERecommend Best Practices for SMS warm-up\u003C/h2\u003E\u003Cp\u003EBelow are some recommended best practices for warming up a new sending number.\u003C/p\u003E\u003Cul\u003E\u003Cli\u003E\u003Cb\u003EStart slow, then go even slower\u003C/b\u003E \u2013 if you are attempting to send more than 500 messages in a single send, it\u0027s best to drip them out slowly. Eventually you\u0027ll send at a higher throughput, but you have to start slow.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EWatch the undeliverable messages\u003C/b\u003E \u2013 a sudden spike in opt-outs or undeliverable messages is an indicator that you need to slow down.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003ERandomize the send time\u003C/b\u003E \u2013 don\u0027t send all your messages at the same time. View this instead of how many messages you are sending to each carrier.\u003C/li\u003E\u003Cli\u003E\u003Cb\u003EStart with your most engaged recipients\u003C/b\u003E \u2013 start with the recipients that are most engaged or have most recently been sent messages.\u003C/li\u003E\u003C/ul\u003E\u003Ch3 id=\u0022encourage_replies_to_your_messages\u0022\u003EEncourage replies to your messages\u003C/h3\u003E\u003Cp\u003EWe\u0027ve repeated this multiple times in this article, but it can\u0027t be stated enough: \u003Cb\u003Ereplies are a positive signal\u003C/b\u003E.\u003C/p\u003E\u003Ch2 id=\u0022an_example_warmup_schedule\u0022\u003EAn example warm-up schedule\u003C/h2\u003E\u003Cp\u003EPutting together a plan for how you warm-up your sending numbers is important. And, it depends on whether you are trying to warm up a number you have not previously used or if you are moving your SMS marketing list to a new platform.\n\nThe warm-up schedule below is an example of how you would warm-up a list of 10,000 numbers sending from new sending numbers. It assumes that the customer has not received an text message from this number previously:\u003C/p\u003E\u003Ch3 id=\u0022preparation__list_clean_up_and_planning\u0022\u003EPreparation - list clean up and planning\u003C/h3\u003E\u003Cp\u003EThe very first thing to do is to run your list of 10,000 numbers through a list clean up. This is something DailyStory can help with. Next, create segments for the major providers: AT\u0026amp;T, Verizon and T-Mobile. Finally, create segments for your different audiences.\n\nWe\u0027ve covered this extensively in the above sections.\u003C/p\u003E\u003Ch3 id=\u0022days_1__30__start_the_sending\u0022\u003EDays 1 - 30 - start the sending\u003C/h3\u003E\u003Cp\u003ESend to 300-500 unique recipients per-day.\u003C/p\u003E\u003Cul\u003E\u003Cli\u003EIf you delivery rate is low due to sending errors, such as \u003Ca href=\u0022https://www.dailystory.com/blog/carrier-violations-what-to-avoid-doing-during-sms-text-marketing/\u0022\u003Ecarrier violations\u003C/a\u003E, slow down.\u003C/li\u003E\u003Cli\u003EIf you see an opt-out rate greater than 1%, slow down the sending even further until the opt-out rate is below 1% consistently.\u003C/li\u003E\u003Cli\u003EFocus on messages that are conversational and are reintroducing your brand.\u003C/li\u003E\u003C/ul\u003E\u003Cp\u003EIdeally, during this phase you are sending to contacts that are engaged and expect your messages.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EIf you see any issues with deliverability or high opt outs, slow down the send rate.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022days_30__60__increase_the_volume\u0022\u003EDays 30 - 60 - increase the volume\u003C/h3\u003E\u003Cp\u003EAt this point everyone on your list has received at least one text messages, but possibly more. You can now slowly start working up the volume of sends.\n\nThe rules laid out in days 1-30 still apply. If you start seeing any delivery issues, slow down the sending.\u003C/p\u003E\u003Ch2 id=\u0022common_mistakes\u0022\u003ECommon mistakes\u003C/h2\u003E\u003Cp\u003EBelow are some common mistakes to avoid when warming up an SMS sending number.\u003C/p\u003E\u003Ch3 id=\u0022poor_brand_recognition\u0022\u003EPoor brand recognition\u003C/h3\u003E\u003Cp\u003EThis is especially true if you haven\u0027t sent a text message in more than 30 days or if this is the first text message you are sending.\u003C/p\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003EUse an \u003Ca href=\u0022https://www.dailystory.com/blog/mms-marketing-using-images-in-your-text-messages/\u0022\u003EMMS (multimedia text message)\u003C/a\u003E with your brand\u0027s logo to help reinforce the identity of the sending number.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022high_frequency_sending_number_rotation\u0022\u003EHigh frequency sending number rotation\u003C/h3\u003E\u003Cp\u003EWhile not applicable to registered sending numbers, sending number rotation - known as \u003Ca href=\u0022https://www.dailystory.com/glossary/snowshoeing/\u0022\u003Esnowshoeing\u003C/a\u003E - is highly discouraged. Not only does this cause confusion for your customers, as they will receive messages from a number they previously have never received from, but it requires a full warm-up of your sending number.\u003C/p\u003E\u003Ccite class=\u0022warning\u0022\u003E\u003Cspan class=\u0022title\u0022\u003EWarning\u003C/span\u003E\u003Cp\u003EAvoid releasing and leasing new sending numbers. As you will need to go through the entire warm-up sequence again.\u003C/p\u003E\u003C/cite\u003E\u003Ch3 id=\u0022sending_to_nonengaged_or_opted_out_contacts\u0022\u003ESending to non-engaged or opted out contacts\u003C/h3\u003E\u003Cp\u003EUnfortunately one of the the most common mistakes is attempting to reactivate opted-out contacts. It\u2019s important that when you bring data from one platform to another that you bring this data with you, but that it is brought-in as opted out.\u003C/p\u003E\u003Ccite class=\u0022recommended\u0022\u003E\u003Cspan class=\u0022title\u0022\u003ERecommended\u003C/span\u003E\u003Cp\u003ERoutinely remove unengaged numbers from your list.\u003C/p\u003E\u003C/cite\u003E\u003Cp\u003ESimilarly, you should routinely pare down your sending lists and remove unengaged contacts. These are contacts that have not replied, clicked or perhaps even purchased recently.\u003C/p\u003E\u003Ch3 id=\u0022too_aggressive_send_rates\u0022\u003EToo aggressive send rates\u003C/h3\u003E\u003Cp\u003EThe next most common mistake is sending too many text messages too quickly. Known as \u003Ca href=\u0022https://www.dailystory.com/blog/text-message-blast/\u0022\u003Etext blasting\u003C/a\u003E, this type of messaging strategy is ineffective and will only cause \u003Ca href=\u0022https://www.dailystory.com/blog/carrier-violations-what-to-avoid-doing-during-sms-text-marketing/\u0022\u003Ecarrier violations\u003C/a\u003E.\u003C/p\u003E\u003Ch2 id=\u0022frequently_asked_questions\u0022\u003EFrequently Asked Questions\u003C/h2\u003E\u003Cp\u003EBelow are some frequently asked questions about SMS number warm up.\u003C/p\u003E\u003Csection class=\u0022faq\u0022\u003E\u003Ch3\u003EWhat about shared short codes?\u003C/h3\u003E\u003Carticle\u003E\u003Cp\u003EAt one point carriers allowed senders to use shared short codes. This was the practice of a short code owner allowing multiple brands to send text messages using that short code. This is no longer allowed.\u003C/p\u003E\u003C/article\u003E\u003C/section\u003E\u003Csection class=\u0022faq\u0022\u003E\u003Ch3\u003EWhat about ported numbers?\u003C/h3\u003E\u003Carticle\u003E\u003Cp\u003EWhen you port a number you move your sending number from one provider to another. For example, moving a number from Twilio to Sinch. In our experience, when a number is ported from one provider to another the reputation of the number is carried with the port. Ported numbers are considered \u0022warm\u0022. However,\u0026nbsp;just because the ported number is considered warm you should ensure that your audience engagement.\u003Cbr\u003E\u003C/p\u003E\u003C/article\u003E\u003C/section\u003E\u003Cp\u003E\u003C/p\u003E\r\n\u003Cscript type=\u0022application/ld\u002Bjson\u0022\u003E\r\n{\r\n  \u0022@context\u0022: \u0022https://schema.org\u0022,\r\n  \u0022@type\u0022: \u0022FAQPage\u0022,\r\n  \u0022mainEntity\u0022: [\r\n{\r\n    \u0022@type\u0022: \u0022Question\u0022,\r\n    \u0022name\u0022: \u0022What about shared short codes?\u0022,\r\n    \u0022acceptedAnswer\u0022: {\r\n    \u0022@type\u0022: \u0022Answer\u0022,\r\n    \u0022text\u0022: \u0022At one point carriers allowed senders to use shared short codes. This was the practice of a short code owner allowing multiple brands to send text messages using that short code. This is no longer allowed.\u0022\r\n    }\r\n},\r\n{\r\n    \u0022@type\u0022: \u0022Question\u0022,\r\n    \u0022name\u0022: \u0022What about ported numbers?\u0022,\r\n    \u0022acceptedAnswer\u0022: {\r\n    \u0022@type\u0022: \u0022Answer\u0022,\r\n    \u0022text\u0022: \u0022When you port a number you move your sending number from one provider to another. For example, moving a number from Twilio to Sinch. In our experience, when a number is ported from one provider to another the reputation of the number is carried with the port. Ported numbers are considered \\\u0022warm\\\u0022. However,\u0026nbsp;just because the ported number is considered warm you should ensure that your audience engagement.\u0022\r\n    }\r\n}\r\n    ]\r\n}\r\n\u003C/script\u003E",
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      "meta_description": "Learn why warming up your SMS sending number is crucial for deliverability, avoiding carrier violations, and building a strong reputation for SMS marketing.",
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      "date_published": "2026-03-12T19:58:22.13",
      "date_updated": "2026-03-20T19:10:36.94",
      "date_created": "2026-03-11T17:32:09.997"
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