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
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