How to create an SMS error segment

Learn how to create a segment of SMS subscribers whose delivery errors meet specific conditions. It’s a best practice to exclude this segment from most SMS campaigns to avoid sending to profiles who may not receive them.

Create an SMS error segment

1. Navigate to Audience > Lists & segments.
2. Click Create > Segment.
3. Name the segment (e.g., SMS errors). If you’re entering the name in a Create segment panel, click Create segment to open the builder.
4. Add the following conditions. Use AND after the consent condition, then OR between the 6 error conditions. Profiles must be able to receive text message marketing and match at least 1 error condition.
   • If someone can or cannot receive marketing > can receive > text message marketing
     AND
   • What someone has done (or not done)
     > Failed to Deliver Text Message at least once in the last 30 days
     Where Failure Type equals Device unreachable
     OR
   • What someone has done (or not done)
     > Failed to Deliver Text Message at least once in the last 30 days
     Where Failure Type equals Device disconnected
     OR
   • What someone has done (or not done)
     > Failed to Deliver Text Message is at least 2 over all time
     Where Failure Type equals Device unreachable
     OR
   • What someone has done (or not done)
     > Failed to Deliver Text Message is at least 2 over all time
     Where Failure Type equals Device disconnected
     OR
   • What someone has done (or not done)
     > Failed to Deliver Text Message at least once over all time
     Where Failure Type equals Invalid mobile number
     OR
   • What someone has done (or not done)
     > Failed to Deliver Text Message is at least 5 over all time
     Where Failure Type equals Unknown error
     
5. Click Create segment.

SMS error segment and list cleaning

The SMS error segment is a key part of the list cleaning process for SMS. This segment should be excluded from most campaigns on an ongoing basis. Once profiles have demonstrated a longer, sustained period with errors, you can consider removing SMS consent from the profiles.

Outcome

You now have a segment of SMS subscribers who meet the error conditions above. Some conditions use errors over all time, so a profile can remain in this segment even after receiving a later message successfully.

When creating an SMS campaign, open Don't send to in the audience settings and select this segment. In the campaign wizard, click Next to save your recipient choices and continue.

Additional resources