Creating Effective Message Templates
Learn how to build message templates that save time, maintain consistency, and deliver results across SMS, email, and WhatsApp channels.
Why Message Templates Matter
Message templates are the foundation of effective communication at scale. Whether you're sending emergency alerts to hundreds of employees, payment reminders to accounting clients, or appointment confirmations to customers, templates ensure your messages are consistent, professional, and on-brand every single time.
A well-crafted template saves more than just time—it maintains your brand voice across all channels, reduces errors, and lets you focus on your business instead of rewriting the same messages over and over. With Beep's template system, you can personalise messages at scale using merge fields, adapt content for different channels, and create a library of reusable templates that grow with your business.
Faster Communication
Send personalised messages to hundreds in seconds instead of hours
Brand Consistency
Every message maintains your professional tone and accuracy
Repeated Work
Write once, reuse forever with automated personalisation
Template Anatomy
Every effective message template follows a proven structure. Understanding these components helps you create messages that get read and drive action.
1. Subject Line (Email Only)
The first thing recipients see. Make it clear, specific, and actionable.
Good Example:
"Action Required: Invoice #1234 Due in 3 Days"
Poor Example:
"Important Message"
2. Opening Greeting
Personalize with merge fields to make every message feel one-to-one.
Examples:
"Hi [Client's Name],"
"Dear [Name],"
"Hello [First Name],"
3. Body Content
Clear, concise information about what the message is about and what action is needed.
State the purpose clearly in the first sentence
Include relevant details (dates, amounts, names)
Keep paragraphs short (2-3 sentences max)
Use bullet points for multiple items
4. Call-to-Action
Tell recipients exactly what you want them to do and make it easy to do it.
Examples:
"Pay now: [Payment Link]"
"Reply CONFIRM to acknowledge"
"Click here to book: [Booking Link]"
5. Closing and Signature
End professionally with your name, company, and contact information.
Thank you,
The [Company Name] Team
[Contact Number] | [Email]
6. Compliance Footer
Always include opt-out option for marketing messages to comply with regulations.
Reply STOP to unsubscribe
Using Merge Fields for Personalisation
Merge fields are placeholders that automatically fill in with specific information for each recipient. They're the key to sending personalised messages at scale.
Available Merge Fields in Beep
[Client's Name]
Full name of the recipient
[First Name]
First name only
[Company Name]
Client's company or organisation
[Invoice Number]
Specific invoice reference
[Amount]
Dollar amount or quantity
[Due Date]
Deadline or appointment date
[Service Name]
Product or service description
[Custom Field]
Any custom data field you've set up
Merge Field Best Practices
Always Test Before Sending
Send test messages to yourself to verify merge fields display correctly. Check for formatting issues, missing data, and proper spacing.
Test with:
- Short names and long names
- Missing optional fields
- Special characters
- Different amount formats
Handle Missing Data Gracefully
Not all recipients will have data for every field. Plan fallbacks.
Instead of:
"Hi [First Name]," → "Hi ,"
Use:
"Hi there," or "Hello,"
Don't Over-Personalise
Using someone's name once or twice is personal. Using it five times feels creepy. Balance personalisation with natural language.
Check Your Data Quality
Merge fields are only as good as your data. Regularly audit your contact list for typos, formatting issues, and outdated information.
Channel-Specific Guidelines
Each communication channel has its own strengths and best practices. Match your channel to your message type and urgency level.
SMS / Text Messages
Best for: Urgent alerts, short reminders, time-sensitive information
Key Characteristics
- •98% open rate - almost always read within minutes
- •160 character limit for standard messages
- •No formatting (bold, italics, images)
- •Links work but appear as full URLs
SMS Best Practices
- Keep it under 160 characters when possible
- Lead with the most important information
- Use URL shorteners for links
- Be action-oriented and specific
- Identify yourself at the start
Example SMS Template:
[Company]: Hi [Name], your payment for [Service] of $[Amount] is due [Date]. Pay here: [Link]
Character count: 95
Best for: Detailed information, attachments, formal communication
Key Characteristics
- •20-30% open rate on average
- •Supports rich formatting, images, and attachments
- •Professional tone expected
- •Subject line critically important
Email Best Practices
- Write compelling, specific subject lines (40-50 characters)
- Front-load important information (first 2 sentences)
- Use formatting for readability (bold, bullets, spacing)
- Include clear call-to-action buttons
- Optimize for mobile (60% of emails opened on phones)
Example Email Template:
Subject:
Invoice #[Number] Due in 3 Days - [Company Name]
Body:
Hi [Name],
This is a friendly reminder that invoice #[Invoice Number] for $[Amount] is due on [Due Date].
Invoice Details:
Amount: $[Amount]
Service: [Service Name]
Due Date: [Due Date]
To make a payment, click here: [Payment Link]
If you've already paid, please disregard this message.
Thank you,
The [Company] Team
Best for: Conversational updates, media sharing, international clients
Key Characteristics
- •High engagement, especially internationally
- •Supports images, videos, documents, and emojis
- •More casual, conversational tone accepted
- •Read receipts and delivery confirmation
WhatsApp Best Practices
- Use a friendly, conversational tone
- Emojis are acceptable when appropriate
- Keep messages concise but can be longer than SMS
- Use media attachments when they add value
- Respect that it's a personal channel
Example WhatsApp Template:
Hi [Name]! 👋
Quick reminder that your appointment is tomorrow at [Time].
📍 Location: [Address]
⏰ Time: [Time]
Reply CONFIRM if you're all set, or let us know if you need to reschedule.
See you soon!
[Company Name]
Template Library Examples
Real-world templates you can adapt for your business across three industries: Emergency Alerts, Business Communications, and Xero Integration.
Emergency Alert: Building Evacuation
Industry: Emergency & Critical Alerts | Channel: SMS + Push
URGENT: Building evacuation in progress at [Location]. Exit via stairwells A and C. Do not use elevators. Report to assembly point in [Area]. Reply SAFE when you're clear.
Why it works: Clear, direct, actionable. States urgency, location, instructions, and requires confirmation.
Safety Drill Reminder
Industry: Emergency & Critical Alerts | Channel: Email
Subject: Fire Drill Scheduled - [Date] at [Time]
Hi [Name],
This is a reminder that we're conducting a fire drill on [Date] at approximately [Time].
What to do:
- Exit via your nearest stairwell
- Do not use elevators
- Report to [Assembly Point]
- Wait for all-clear signal
Expected duration: 15-20 minutes.
Thank you for your cooperation,
Safety Team
Why it works: Advance notice, clear instructions, expected duration provided.
Appointment Reminder
Industry: Business Communications | Channel: SMS + WhatsApp
Hi [Name]! Reminder: Your appointment with [Provider] is tomorrow at [Time]. Location: [Address]. Reply CONFIRM to acknowledge or RESCHEDULE if you need to change. See you soon!
Why it works: 24-hour advance notice, includes all key details, easy response options.
Shift Change Notification
Industry: Business Communications | Channel: SMS
[Company]: Hi [Name], your shift for [Date] has been changed to [New Time]. Reply YES to confirm you've seen this update.
Why it works: Brief, clear, requires acknowledgment to ensure message was received.
Invoice Payment Reminder
Industry: Xero Integration | Channel: Email + SMS
SMS VERSION:
Hi [Name], invoice #[Invoice No] for $[Amount] is due in 3 days. Pay here: [Link]. Questions? Reply or call us.
EMAIL VERSION:
Subject: Invoice #[Invoice No] Due in 3 Days
Dear [Name],
This is a friendly reminder that payment for invoice #[Invoice No] is due on [Due Date].
Invoice Details:
Invoice Number: [Invoice No]
Amount Due: $[Amount]
Due Date: [Due Date]
Service: [Service Name]
[Pay Now Button]
If you've already processed this payment, please disregard this reminder.
Thank you for your business,
[Company Name]
Why it works: Multi-channel approach. SMS for immediacy, email for detail. Clear payment action.
GST Filing Reminder
Industry: Xero Integration | Channel: Email
Subject: GST Return Due [Date] - Action Required
Hi [Name],
Your GST return for [Period] is due on [Due Date] - that's in 7 days.
What you need to do:
- Review your transactions in Xero
- Submit your GST return to IRD
- Make payment by [Due Date]
Need help? Reply to this email or call us at [Phone].
Best regards,
[Company Name]
Why it works: 7-day advance warning, step-by-step actions, offers support.
Payment Received Confirmation
Industry: Xero Integration | Channel: Email + SMS
Hi [Name], we've received your payment of $[Amount] for invoice #[Invoice No]. Thank you! Your receipt is attached. - [Company]
Why it works: Immediate confirmation builds trust. Provides peace of mind. References specific invoice.
Post-Service Thank You
Industry: Business Communications | Channel: Email
Subject: Thank You, [Name]!
Hi [Name],
Thank you for choosing [Company Name] for [Service]. We hope everything went smoothly!
We'd love to hear about your experience. Would you mind taking 2 minutes to share your feedback?
[Feedback Survey Link]
Your input helps us serve you better.
Thanks again,
[Your Name]
[Company Name]
Why it works: Shows appreciation, builds relationship, collects feedback for improvement.
Best Practices for Template Success
Follow these guidelines to create templates that get results.
Match Channel to Urgency
Use SMS for urgent, time-sensitive messages. Use email for detailed information and documentation. Use WhatsApp for casual, conversational updates.
Test with Small Groups First
Before sending to your full list, test templates with 5-10 people. Check formatting, merge fields, links, and tone. Iterate based on feedback.
Keep Messages Clear and Concise
Get to the point quickly. State the purpose in the first sentence. Use short paragraphs and bullet points for easy scanning.
Always Include Opt-Out Options
For marketing messages, include "Reply STOP to unsubscribe" to comply with regulations and respect client preferences.
Maintain Professional Tone
Be friendly but professional. Avoid slang, excessive emojis (except WhatsApp), and overly casual language unless your brand specifically calls for it.
Use Action-Oriented Language
Tell recipients exactly what to do: "Pay now," "Confirm your appointment," "Reply YES." Make the next step crystal clear.
Optimize for Mobile
Most messages are read on phones. Use short sentences, single-column layouts, and large tap targets for links and buttons.
Review and Update Regularly
Audit your templates quarterly. Remove outdated information, refresh language, and incorporate learnings from analytics.
Common Pitfalls to Avoid
Learn from these common mistakes to save time and maintain professionalism.
Over-Personalisation
Using someone's name once or twice is personal. Using it five times feels robotic and creepy. Balance personalisation with natural language.
Too Frequent Messaging
Bombarding recipients with daily messages leads to unsubscribes and complaints. Space out non-urgent communications and respect client preferences.
Generic, Impersonal Templates
"Dear Valued Customer" and "This is an automated message" make recipients feel like just another number. Use names, add warmth, show you care.
Missing Call-to-Action
Sending information without telling recipients what to do next is a missed opportunity. Always include a clear next step.
No Mobile Optimization
If your email template requires horizontal scrolling on a phone or has tiny buttons, you're losing engagement. Test on actual mobile devices.
Broken Merge Fields
"Hi [Name]," looks unprofessional. Always test templates with real data before sending to verify merge fields work correctly.
Ready to Automate Your Templates?
Now that you've created effective templates, learn how to set up automation rules that send them at exactly the right time.
Need help creating templates for your specific use case? Contact our team for personalised support.