Complete SMS Setup Guide

This comprehensive guide walks you through every step of setting up SMS capabilities with Gail, from initial approval to analyzing campaign performance. Follow this end-to-end process to launch your first successful SMS outreach campaign.

Overview

Setting up SMS with Gail involves four main phases:

1. Foundation - Get approved for SMS and configure your Gail
2. Content & Audience - Create message templates and build contact lists
3. Launch - Run your SMS campaign
4. Review - Analyze performance and optimize

Let’s walk through each phase step by step.

Part 1: SMS Qualification & Initial Gail Setup

Before you can send any SMS messages, you need to complete two critical prerequisites: SMS approval and Gail configuration.

Step 1: Apply for SMS Approval

This is the most crucial first step! You must be approved for SMS within the Gail platform to send text messages.

Navigate to Settings

1. From the left-hand menu, click Settings
2. Scroll down to the Verify Messaging section

Verify Your Business

Before applying for SMS:

1. Ensure your agency is verified as a business in Gail
2. Complete the Verify Phone process if not already done
3. Confirm the verification section displays VERIFIED

Start the Application

1. In the Verify Messaging section, click Apply
2. Review the TCPA disclaimer that appears
3. Click Next to continue

Provide Your Use Case

Select the messaging category that best fits your business:

Choose your category and click Next.

Describe How You’ll Use SMS

Provide a detailed description of your SMS use case. You can use a provided template or write your own.

Example:

We use SMS messaging to send appointment reminders, policy updates, 
and renewal notices to our insurance clients who have opted in to 
receive text communications.

Click Next when complete.

Define Your Opt-In Process

This is critical for TCPA compliance. Thoroughly describe:

1. How users opt in - Describe the specific method (web form, checkbox, etc.)
2. Consent language used - Provide exact wording customers see
3. How consent is stored - Explain your record-keeping process
4. How users opt out - Describe the opt-out mechanism (STOP keyword, etc.)
5. How opt-outs are handled - Explain how you honor opt-out requests

Example:

Users opt in by checking a box on our website that states: "I agree to 
receive text messages from [Agency Name] regarding appointments, policy 
updates, and other account notifications. Message and data rates may apply. 
Text STOP to opt out at any time."
Consent is stored in our CRM system with a timestamp and IP address. Users 
can opt out by texting STOP to any message, and opt-out requests are 
processed immediately and logged in our system.

Click Next after completing this section.

Add Sample Message Templates

Provide at least two example SMS messages you plan to send.

Example 1 - Appointment Reminder:

Hi [Name], this is a reminder about your appointment with [Agency] 
tomorrow at [Time]. Reply CONFIRM or call us at [Phone]. Reply STOP to opt out.

Example 2 - Policy Renewal:

Hi [Name], your policy with [Agency] is up for renewal on [Date]. 
We'll call you soon to discuss. Reply STOP to opt out.

Submit and Wait for Approval

1. Review all information for accuracy
2. Click Save to submit your application
3. Wait for approval (typically 5-7 business days)
4. You’ll receive a notification once the review is complete

Check your approval status at Settings → Verify Messaging.

Step 2: Create or Configure Your Gail for SMS

Once approved (or while waiting), configure your Gail agent for SMS capabilities.

Navigate to Gails

1. In the left-hand menu, click General
2. Select Gails from the dropdown

Create or Edit Your Gail

Choose one of these options:

• Click Create a Gail to build a new agent for SMS
• Select an existing Gail you want to enable for SMS

Configure Gail Settings

You can use Basic Mode or Advanced Mode:

Basic Mode:

• Gail name (e.g., “SMS Assistant”)
• Specialty (e.g., “Customer Communication”)
• One-sentence description

Advanced Mode:

• More control over persona and tone
• Custom abilities and behaviors
• Specific model selection

Enable SMS Channel

This is the critical step for SMS functionality:

1. Scroll to the Channels section
2. Ensure SMS is toggled ON
3. Select your preferred SMS sender name or short code
4. Decide if you want to Allow MMS/Incoming Media

Your dedicated SMS number is the Gail line shown in the “Calls” tab of your portal. This is the number clients will text or receive messages from.

Add Knowledge Base (Optional but Recommended)

To help Gail answer inbound SMS questions when clients reply:

1. Go to the Knowledge Base section
2. Upload relevant documents (FAQs, product info, policies)
3. Add structured data if needed

See Knowledge Base for details.

Set Rules and Constraints (Optional)

Define specific rules Gail must follow during SMS conversations:

• Compliance requirements
• Brand voice guidelines
• Information Gail should never share
• Escalation triggers

Configure Business Hours (Optional)

Set business hours if you want Gail to behave differently for SMS outside of office hours:

1. Enable Business Hours
2. Set your operating hours
3. Define after-hours behavior

Save Your Gail

Click Save at the bottom of the page to activate your SMS-enabled Gail.

Part 2: Building Your SMS Campaign

Now that your Gail is ready for SMS, create your campaign content and prepare your audience.

Step 3: Create Your SMS Text Template

Templates are the actual message content Gail will send.

Navigate to Text Templates

1. In the left-hand menu, click Outreach
2. Click Text Templates at the top right

Create a New Template

Click Create Text Script.

Configure Template Settings

Fill out the template details:

Name the Script: Give it a clear, descriptive name for your internal use.

Examples:

• “Monthly Newsletter SMS”
• “Policy Reminder Text”
• “Appointment Confirmation Message”

Type Your Message:

• Character Limit: Maximum of 1,599 characters
• Include Links: Embed URLs to quote forms, appointment scheduling, or resources
• Personalization: Use dynamic fields to customize messages

Dynamic Fields Examples:

• @FirstName - Contact’s first name
• @LastName - Contact’s last name
• @PolicyNumber - Policy number
• @CompanyName - Your agency name

Example Message:

Hi @FirstName, your auto policy is renewing soon! Visit [Link] to review 
options or schedule a call. Questions? Reply to this text! Reply STOP to opt out. 
- @CompanyName

Save the Template

Click Create Script to save your template.

Create Additional Templates (Optional)

Create multiple templates for different campaign purposes:

• Welcome messages
• Appointment reminders
• Payment notifications
• Renewal alerts
• Promotional offers

Step 4: Prepare Your Contact List

You need contacts to send messages to. Here’s how to organize them.

Navigate to Contacts

1. In the left-hand menu, click General
2. Select Contacts

Upload or Manage Contacts

You have several options:

Option 1: Upload New Contacts

1. Click Upload Contacts
2. Select a CSV file with your contact information
3. Ensure phone numbers are correctly formatted (E.164 format recommended)

CSV Format Example:

1
FirstName,LastName,Phone,Email,CustomField
2
John,Smith,+15551234567,john@example.com,ValueHere
3
Jane,Doe,+15559876543,jane@example.com,ValueThere

Option 2: Use Existing Contacts

If you’ve already imported contacts, you can organize them into lists.

Option 3: Manual Entry

Add contacts individually through the interface.

Format Phone Numbers Correctly

Ensure phone numbers are properly formatted:

• Include country code (e.g., +1 for USA)
• No spaces or special characters (or use standard formatting)
• Example: +15551234567

Create a Contact List

Group contacts you want to reach with your SMS campaign:

1. Click Create Contact List
2. Give it a descriptive name (e.g., “January Marketing List,” “Policy Renewal - Q1”)
3. Select the contacts to include
4. Save the list

List Organization Tips:

• Segment by customer type
• Group by engagement level
• Organize by campaign purpose
• Tag by geographic location

Verify Contact Data

Before launching a campaign, verify:

• ✅ All contacts have valid phone numbers
• ✅ All contacts have opted in to SMS
• ✅ Dynamic fields (like @FirstName) have corresponding data
• ✅ No duplicate contacts in the list

Part 3: Running Your SMS Campaign

With your Gail, template, and contacts ready, it’s time to launch your campaign.

Step 5: Create Your SMS Campaign

Navigate to Campaigns

1. In the left-hand menu, click Campaigns
2. Click the New Campaign button

Enter Campaign Details

Campaign Name:

Give your campaign a descriptive title (minimum 5 characters).

Best Practices:

• Be specific about purpose (e.g., “Q1 Payment Reminders”)
• Include date or period (e.g., “March Appointment Confirmations”)
• Use consistent naming conventions
• Avoid generic names like “SMS Campaign 1”

Examples:

• “Insurance Renewal Reminders - February 2026”
• “Appointment Confirmations - Week of Jan 27”
• “Policy Update Notifications - Winter Campaign”

Campaign Description:

Add a description explaining:

• Target audience
• Expected outcomes
• Campaign timing or context
• Any special notes

Example:

Sending payment reminders to customers with policies expiring in March. 
Messages include payment links and customer service contact info. 
Running during business hours only.

Select Your Script

1. Click the Script dropdown menu
2. Choose the text template you created in Step 3

If you don’t see the template you need:

1. Navigate to Outreach → Text Templates
2. Create a new template
3. Return to your campaign and select it

Choose a Contact List

1. Click Choose Contact List
2. A modal will appear with your available lists
3. Select the list containing contacts for this campaign

Before proceeding, verify:

• Contacts have opted in to receive SMS
• Phone numbers are properly formatted
• Variables used in your template have corresponding data in contact records
• List size is appropriate for your campaign goals

Review Campaign Settings

Before launching, double-check everything:

Step 6: Test Your Campaign (Highly Recommended!)

Never skip testing! Always test before sending to your full list.

Create a Test Contact List

1. Navigate to Contacts
2. Create a new contact with your own phone number
3. Create a small test list with just yourself (and maybe a colleague)

Run a Test Campaign

1. Create a new campaign (or duplicate your main campaign)
2. Select your test contact list
3. Launch the campaign
4. Wait to receive the test message

Verify Everything

When you receive the test message, check:

• ✅ Message appears correctly formatted
• ✅ All links work and go to correct destinations
• ✅ Personalization fields populate accurately
• ✅ Opt-out instructions are clear
• ✅ Message tone and content are appropriate
• ✅ Character count is within limits (not broken across multiple texts)

Fix Any Issues

If you find problems:

1. Edit your template
2. Update your contact list data
3. Modify campaign settings
4. Run another test

Step 7: Launch the Campaign

Once testing is complete and you’re satisfied:

Save the Campaign

1. Click the orange Save button
2. You’ll be taken to the “Edit Campaign” page
3. Review all settings one final time

Start Sending

1. Click the Start button to launch
2. Confirm the action if prompted
3. Your campaign is now live!

Monitor Initial Sending

During the first few minutes:

1. Stay in the Campaigns dashboard
2. Watch for initial delivery confirmations
3. Check for any immediate errors
4. Verify sending is progressing as expected

If you notice issues immediately, you can pause the campaign to investigate.

Part 4: Reviewing Your SMS Campaign Performance

After launching, monitor and analyze your campaign to understand its effectiveness.

Step 8: Review SMS Conversations and Replies

Track how recipients are responding to your messages.

Navigate to Conversations

1. In the left-hand menu, click Inbound
2. Select Conversations

View Message History

Here you’ll see all inbound and outbound SMS messages:

• Full conversation threads with each contact
• Customer replies including questions or requests
• Gail’s responses (if configured with Knowledge Base for SMS)
• Timestamps for all interactions

Respond to Inbound Messages

When contacts reply:

1. Click into individual conversations
2. Review their messages
3. Respond if needed (or let Gail handle it automatically)
4. Flag important conversations for follow-up

Monitor Common Themes

Look for patterns in replies:

• Frequent questions (may need FAQ updates)
• Confusion about message content
• Interest in specific offers or services
• Opt-out requests (track why customers are leaving)

Step 9: Analyze Campaign Performance

Review key metrics to understand campaign effectiveness.

Access Campaign Dashboard

1. Navigate to Campaigns
2. Click on your campaign name
3. Review the results dashboard

Key Metrics to Monitor

Track these important performance indicators:

Track Link Engagement

If you included links in your message:

1. Use your link tracking tools (Google Analytics, CRM analytics)
2. Monitor click-through rates
3. Track conversions from SMS traffic
4. Identify which links perform best

Monitor Inbound Activity

Watch for campaign impact:

• Increase in inbound SMS replies
• Uptick in phone call volume
• Appointment bookings
• Website traffic spikes
• CRM updates from campaign activity

Review Opt-Out Rates

Pay close attention to opt-outs:

Healthy Opt-Out Rate: 0.5-2%

High Opt-Out Rate (3%+) May Indicate:

• Message frequency is too high
• Content isn’t relevant to audience
• Wrong audience targeting
• Messaging tone is off
• Opt-in consent was weak or questionable

Assess Engagement Quality

Beyond numbers, evaluate:

• Response quality - Are replies meaningful and engaged?
• Conversion rate - Are SMS recipients taking desired actions?
• ROI - Does the campaign generate positive return?
• Customer sentiment - Are replies positive or negative?

Step 10: Export and Deeper Analysis

For detailed reporting:

Export Campaign Data

1. From the campaign dashboard, look for Export options
2. Download CSV files with:
   • Contact delivery status
   • Response data
   • Timing information
   • Opt-out records

Integrate with CRM

Track SMS campaign impact in your CRM:

1. Match campaign contacts with CRM records
2. Track deal progression for SMS recipients
3. Compare conversion rates: SMS vs. other channels
4. Calculate campaign ROI

Create Performance Reports

Build reports that show:

• Campaign delivery success rate
• Engagement by customer segment
• Time-of-day performance
• Day-of-week trends
• Message template effectiveness
• Link performance comparison

Campaign Optimization Tips

Use these insights to improve future campaigns:

Improve Delivery Rates

If delivery rates are below 95%:

• Clean your contact lists - Remove invalid numbers
• Verify phone format - Ensure proper E.164 formatting
• Check carrier blocks - Some carriers may filter messages
• Simplify content - Remove excessive links or spammy language
• Reduce sending speed - Avoid triggering rate limits

Boost Response Rates

To increase engagement:

• Ask questions - Encourage replies with clear questions
• Create urgency - Time-sensitive offers get more responses
• Personalize heavily - Use more than just first names
• Segment better - Target more specific audiences
• Make it relevant - Ensure content matches recipient needs
• Optimize timing - Send when recipients are most likely to engage

Reduce Opt-Outs

To minimize unsubscribes:

• Limit frequency - Don’t over-message contacts
• Increase value - Every message should benefit the recipient
• Segment appropriately - Send only relevant content
• Honor preferences - Let contacts choose message types
• Set expectations - Be clear about message frequency upfront

Test and Iterate

Continuously improve through testing:

• A/B test message templates - Compare performance
• Test different CTAs - Find what drives action
• Experiment with timing - Find optimal send times
• Try different formats - Short vs. detailed messages
• Test personalization levels - Find the right balance

Best Practices Summary

Before Launching Any Campaign

• ✅ Confirm SMS approval is active
• ✅ Verify all contacts have opted in
• ✅ Test with yourself first
• ✅ Check all links work
• ✅ Verify personalization populates correctly
• ✅ Review message for compliance
• ✅ Schedule for appropriate times (9 AM - 7 PM)

During Campaign Execution

• ✅ Monitor delivery rates in real-time
• ✅ Watch for error patterns
• ✅ Respond to inbound replies promptly
• ✅ Honor opt-out requests immediately
• ✅ Track link clicks as they happen

After Campaign Completion

• ✅ Review all metrics thoroughly
• ✅ Export data for detailed analysis
• ✅ Document lessons learned
• ✅ Update contact lists (remove opt-outs)
• ✅ Plan improvements for next campaign

Compliance Reminders

• ✅ Only text contacts who opted in
• ✅ Include business name in every message
• ✅ Provide clear opt-out instructions
• ✅ Honor opt-outs within 24 hours (immediately is best)
• ✅ Keep records of all consents
• ✅ Send during appropriate hours
• ✅ Follow TCPA and carrier guidelines

Common Campaign Types and Use Cases

Appointment Reminders

When to send: 24-48 hours before appointment

Template example:

Hi @FirstName, reminder: Your appointment with @AgentName is tomorrow 
at @AppointmentTime. Reply CONFIRM or call @CompanyPhone to reschedule. 
Reply STOP to opt out. - @CompanyName

Payment Reminders

When to send: 7 days before due date, then on due date

Template example:

Hi @FirstName, your $@Amount policy payment is due @DueDate. Pay now: 
@PaymentLink. Questions? Reply to this text or call @CompanyPhone. 
Reply STOP to opt out. - @CompanyName

Policy Renewals

When to send: 30, 14, and 3 days before renewal

Template example:

@FirstName, your @PolicyType policy renews in @DaysUntilRenewal days. 
Review coverage options: @ReviewLink. We're here to help! Reply STOP 
to opt out. - @CompanyName

Follow-Up After Calls

When to send: Within 24 hours of interaction

Template example:

Hi @FirstName, thanks for speaking with us today! Here's the info we 
discussed: @ResourceLink. Questions? Reply to this text! Reply STOP 
to opt out. - @CompanyName

Event Invitations

When to send: 2-3 weeks before event, reminder 1 day before

Template example:

You're invited! Join our @EventName on @EventDate. RSVP: @RSVPLink. 
We'd love to see you there! Reply STOP to opt out. - @CompanyName

Troubleshooting Common Issues

Campaign Won’t Start

Possible causes:

• SMS approval not complete
• Contact list empty or invalid
• Wrong script type selected (call script instead of text)
• Insufficient account credits

Solutions:

1. Check Settings → Verify Messaging for approval status
2. Verify contact list has valid phone numbers
3. Ensure you selected a text script (💬) not call script (📞)
4. Check account balance and add credits if needed

Low Delivery Rates (Below 90%)

Possible causes:

• Invalid phone numbers
• Disconnected numbers
• Carrier filtering/blocking
• Rate limiting

Solutions:

1. Clean your contact list and remove invalid numbers
2. Verify phone number formatting (use E.164 format)
3. Review message content for spam triggers
4. Reduce sending volume or speed
5. Check with Gail support about carrier issues

High Opt-Out Rates (Above 3%)

Possible causes:

• Messaging too frequently
• Content not relevant to audience
• Poor targeting/segmentation
• Weak initial opt-in consent

Solutions:

1. Reduce message frequency
2. Improve audience segmentation
3. Increase message value and relevance
4. Review and strengthen opt-in process
5. Survey opt-outs to understand reasons

Variables Not Populating

Possible causes:

• Variable names don’t match contact fields
• Contacts missing data for those fields
• Incorrect template syntax

Solutions:

1. Verify variable names match contact data exactly
2. Check contacts have data in required fields
3. Ensure variables use correct syntax (@FieldName)
4. Test with contacts that have complete data

No Replies or Engagement

Possible causes:

• Message lacks clear call-to-action
• Wrong audience targeting
• Poor timing
• Links not working

Solutions:

1. Add clear, compelling call-to-action
2. Refine audience segmentation
3. Test different send times
4. Verify all links work correctly
5. Make content more engaging and valuable

Next Steps

Congratulations! You now know how to set up, run, and analyze SMS campaigns with Gail. Here are some ways to take your SMS strategy further:

Explore Advanced Features

• Sequences - Combine SMS and voice calls in multi-step flows
• Post-Call SMS - Send automated texts after calls
• Redialing Rules - Set up intelligent follow-up strategies

Deepen Your Knowledge

• SMS & Text Messaging - Master text template creation
• Managing Contacts - Advanced contact organization
• Reviewing SMS Conversations - Detailed conversation analysis

Optimize Your Strategy

• Call Logs - Track combined voice and SMS performance
• Analytics Overview - Understand your communication metrics
• Outbound Campaigns Overview - Learn about all campaign types

Get Help

If you have questions or need assistance:

• Contact Gail support through your dashboard
• Review the FAQ for common questions
• Check the Changelog for new SMS features

Happy messaging!