How to create an SMS error segment

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You will learn

Learn how to create a segment of SMS recipients who are currently unable to receive your messages. This segment will be based on SMS errors, and it’s important to exclude the segment from your campaigns. 

What is an SMS error segment?

This segment groups together profiles with bad SMS data: people who were sent an SMS message, but didn’t receive it due to an error.

It’s a best practice to exclude the SMS error segment from your campaigns so that you avoid sending to those who likely won’t receive them. This is beneficial for 2 reasons: 

  1. Better SMS deliverability 
  2. More efficient use of your SMS credits
Why aren’t these users unsubscribed automatically?

In many cases, the SMS errors mentioned below are temporary, so you don’t want to unsubscribe someone right away. 

Instead, you should exclude profiles with these errors from campaigns, but allow flows (and SMS conversations) to send. 

Create an SMS error segment

  1. Navigate to Audience > Lists & Segments
  2. Click Create List/Segment in the upper right
  3. Choose Segment
  4. Name the segment (e.g., SMS errors)
    • Add the following conditions:
      • If someone is or is not consented to receive SMS
        > Person is consented to receive SMS
        AND
      • What someone has done (or not done)
        > Failed to Deliver SMS 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 SMS 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 SMS is at least 2 over all time
        Where Failure Type equals Device unreachable
        OR
      • What someone has done (or not done)
        > Failed to Deliver SMS is at least 2 over all time
        Where Failure Type equals Device disconnected
        OR
      • What someone has done (or not done)
        > Failed to Deliver SMS at least once over all time
        Where Failure Type equals Message blocked
        OR
      • What someone has done (or not done)
        > Failed to Deliver SMS at least once over all time
        Where Failure Type equals Device incapable of receiving SMS
        OR
      • What someone has done (or not done)
        > Failed to Deliver SMS is at least 5 over all time
        Where Failure Type equals Unknown error
        Conditions for the SMS error segment
  5. Click Create Segment

Outcome

You now have a segment of everyone who’s recently received an SMS error that indicates they currently can’t receive text messages.

When creating SMS campaigns, add this segment under Recipients > Don’t send to (Optional)

Campaign wizard where the Don't send to field is highlighted

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