GHL Email & SMS Marketing

Overview

GoHighLevel centralizes all communication channels into a unified inbox. This covers email marketing, SMS/MMS messaging, WhatsApp, social media DMs, and multi-channel campaign strategies.

Unified Inbox

Supported Channels

| Channel | Setup Required | | ---------------------------- | -------------------------------------------------- | | Email | Connect email service (Mailgun, SMTP, or LC Email) | | SMS / MMS | LC Phone number or Twilio | | Phone Calls | LC Phone number | | Facebook Messenger | Connect Facebook page | | Instagram DMs | Connect Instagram business account | | Google Business Messages | Connect Google Business Profile | | WhatsApp | WhatsApp Business API integration | | Live Chat | Add chat widget code to website | | TikTok DMs | Connect TikTok account (2025) |

Inbox Best Practices

Respond within 5 minutes — Speed-to-lead is critical for conversion
Use canned responses — Pre-write responses for common questions
Assign conversations — Route to the right team member
Mark as read/unread — Keep inbox organized
Use internal notes — Coordinate with team members on a conversation
Set up notifications — Get alerted for new messages across all channels

Email Marketing

Email Service Options

| Provider | Type | Best For | | --------------- | ---------------- | -------------------------------------------------- | | LC Email | GHL native | Simplest setup, built-in | | Mailgun | Third-party SMTP | Higher send volumes, better deliverability control | | Custom SMTP | Self-managed | Full control, existing infrastructure |

Email Configuration

Connect email service in Settings → Email Services
Verify sending domain — Add DNS records (SPF, DKIM, DMARC)
Set default "From" address — yourname@yourdomain.com
Configure tracking — Open tracking, click tracking, unsubscribe link

Email Builder Features

Drag-and-drop editor with pre-built blocks
HTML editor for custom code
Merge fields — {{contact.first_name}}, {{contact.company}}, etc.
Dynamic content — Show/hide sections based on tags or custom fields
A/B testing — Test subject lines, content, send times
Templates library — Save and reuse email designs

Email Campaign Best Practices

Subject lines — Keep under 50 characters; personalize with first name
Preview text — Add compelling preview text (shown in inbox next to subject)
Mobile-first design — 70%+ of emails are opened on mobile
Single CTA — One clear action per email
Personalization — Use merge fields and behavioral segmentation
Send time — Test optimal send times for your audience
Clean your list — Remove bounced, unsubscribed, and inactive contacts
Warm up new domains — Start with small volumes and increase gradually

Deliverability Checklist

[ ] SPF record configured
[ ] DKIM record configured
[ ] DMARC record configured
[ ] Custom tracking domain set up
[ ] Sending domain verified
[ ] Unsubscribe link in every email
[ ] Physical address in footer
[ ] List hygiene (remove bounces regularly)
[ ] Warm-up schedule for new domains (2-4 weeks)

SMS Marketing

Setup

Get an LC Phone number in Settings → Phone Numbers
Register for A2P (Application-to-Person) — Required for US businesses
Verify your brand through The Campaign Registry (TCR)
Set up compliance — Opt-in confirmation, opt-out handling

SMS Best Practices

| Practice | Details | | ------------------------ | --------------------------------------------- | | Keep it short | Under 160 characters to avoid splitting | | Personalize | Use {{contact.first_name}} in every message | | Include CTA | Every SMS should have a clear next step | | Timing matters | Send between 9 AM–8 PM in contact's timezone | | Use MMS sparingly | Images increase engagement but cost more | | Respect frequency | Max 2-3 SMS per week per contact | | Always offer opt-out | Include "Reply STOP to unsubscribe" |

A2P Registration (US)

Required for all US-based SMS sending — Without A2P registration, messages may be blocked by carriers.

Brand Registration — Register your business with The Campaign Registry
Campaign Registration — Register each use case (marketing, support, etc.)
Approval — Wait for carrier approval (2-15 business days)
Monitor — Track message delivery rates and carrier feedback

SMS Compliance Rules

TCPA Compliance — Written consent required before sending marketing SMS
Opt-in required — Contacts must explicitly agree to receive messages
Opt-out honored immediately — When someone texts STOP, cease all messages
Business hours — Avoid sending before 8 AM or after 9 PM local time
Content restrictions — No SHAFT content (Sex, Hate, Alcohol, Firearms, Tobacco)

WhatsApp Integration

Setup

Connect WhatsApp Business API through GHL settings
Verify your business phone number
Create message templates (pre-approved by WhatsApp)
Configure in Conversation AI or Workflow actions

WhatsApp Features

Template messages (marketing, utility, authentication)
Free-form messaging within 24-hour conversation window
Rich media (images, documents, videos)
Interactive buttons and quick replies
Integration with Conversation AI

Multi-Channel Sequences

Campaign Structure

Day 0: SMS — Immediate follow-up ("Thanks for reaching out!")
Day 0: Email — Welcome email with value proposition
Day 1: SMS — "Did you get a chance to review?"
Day 3: Email — Case study / testimonial
Day 5: SMS — Direct CTA with booking link
Day 7: Email — Final value-add content
Day 10: Voicemail Drop — Personal touch
Day 14: SMS — Last chance / special offer

Channel Selection Guide

| Scenario | Best Channel | Why | | ------------------------ | ---------------- | --------------------------------- | | Immediate follow-up | SMS | Highest open rates (98%) | | Detailed content | Email | Supports rich formatting | | Appointment reminder | SMS | Read within 3 minutes | | Nurture sequence | Email + SMS mix | Email for content, SMS for nudges | | Re-engagement | SMS or Voicemail | Personal, attention-grabbing | | Document delivery | Email | Supports attachments |

Template Management

Email Templates

Create reusable email templates in Marketing → Emails → Templates
Save designed emails as templates for workflow use
Organize templates by category (welcome, follow-up, promotional, etc.)

SMS Templates

Save frequently used SMS messages as snippets
Use custom values for business-specific content
Create templates for each stage of the customer journey

Template Naming Convention

[Channel] - [Purpose] - [Stage]
Examples:
  EMAIL - Welcome - New Lead
  SMS - Reminder - 24hr Before
  SMS - Follow-Up - Day 3
  EMAIL - Review Request - Post Service

Key Metrics to Track

| Metric | Email Target | SMS Target | | -------------------- | ------------ | ---------- | | Open Rate | > 25% | > 90% | | Click Rate | > 3% | > 10% | | Reply Rate | > 5% | > 15% | | Unsubscribe Rate | < 0.5% | < 1% | | Bounce Rate | < 2% | < 5% | | Conversion Rate | > 2% | > 5% |

Key Resources

LC Email Setup: Settings → Email Services
Phone Numbers: Settings → Phone Numbers
A2P Registration: Settings → Phone Numbers → Trust Center
Templates: Marketing → Emails / SMS Templates
Compliance: TCPA Guidelines