Send rules
why Send is off, and what to change.
Before any e-mail goes out, the server checks a list of rules. They live in the sending code itself, so they apply the same way to a button, the API or an add-on, and two sends at the same moment are checked one after the other. If any rule fails, Send now stays off, or the message is marked Blocked with the first rule that failed. Here is every rule in plain words, in the order it is checked.
01Why sending can be off
The most common reasons on a new installation, in the order you meet them:
- No public URL, name or postal address under Settings → Your agency (rule
NO_SENDER_IDENTITY). - No Resend key or no sender under Integrations and E-mail (rule
NO_MAILER). You can still copy the message and press I sent it myself. - The business has no e-mail address (rule
NO_RECIPIENT). Add one to the lead, or call. - The text promises a result (rule
PROMISE_OF_RESULTS). Say what you saw.
After you change something, press Save changes on the message so the lamps are checked again.
02Every rule
| Code | Passes when | What the console says when it fails |
|---|---|---|
NOT_SENDABLE | The message is an e-mail and was not sent yet. | This message was already sent. / A call script is not sent. Make the call, then mark it as done. |
NO_RECIPIENT | There is an address to send to (on the message, else on the lead). | This business has no e-mail address. Add one to the lead, or call instead. |
NO_SENDER_IDENTITY | Your name, your postal address and the public URL are set. | Every e-mail must say who sends it and carry an unsubscribe link. Missing in Settings → Your agency: … |
NO_MAILER | A Resend key and a sender are set. | E-mail sending is not set up (Resend key and sender). Copy the text, send it from your own mail app and mark it as sent. |
DO_NOT_CONTACT | The lead is not marked "Do not contact". | This business is marked "Do not contact". |
SUPPRESSED | Neither the address nor its domain is on the do-not-contact list. | This address or its domain is on the do-not-contact list. Nobody here may write to it. |
LEAD_LOST | The lead is not Lost. | This lead is marked as lost. Move it back to an open stage before you write. |
TOO_SOON_FOR_LEAD | No e-mail went to this business (the lead or the same address) within the waiting time (default 7 days). | This business was written to on <date>. The waiting time is 7 days: write again from <date>. |
MAX_UNANSWERED | The lead is past Contacted, or has had fewer e-mails than the limit (default 2). | This business already got 2 e-mails and did not answer. The limit is 2: leave it, or call. |
DAILY_LIMIT | Fewer e-mails than the daily limit (default 30) went out in the last 24 hours. | 30 e-mails went out in the last 24 hours. The limit is 30 a day: continue tomorrow. |
GAP | The last e-mail went out longer ago than the gap (default 3 minutes). | The last e-mail went out less than 3 minutes ago. Wait 2 more minutes. |
EMPTY | The message has a subject and a text. | The message has no subject. / The message has no text. |
TOO_LONG | The text has 2,000 characters or fewer. | The text has 2,450 characters. A first message may have 2,000 at most: cut it down. |
FAKE_REPLY_PREFIX | The subject does not start like a reply or forward (Re:, AW:, SV:, Odp:, Fwd:, WG:, TR: and similar). | The subject starts like a reply or a forward ("Re:"), but this is a first message. Change the subject. |
PROMISE_OF_RESULTS | The subject and text promise no result. | The message promises an outcome (a sure win, a place in search results, a figure). Say what you saw, not what will happen. |
The numbers in the messages come from your Sending limits.
03What counts as a promise of results
Words that predict an outcome, for example: "guarantee", "double your …", "skyrocket", "3x more", "40% more", "increase … by 20%", "100%", "first page of Google", "#1 in search results", "rank number one", "you will get more …", "we will bring you …", "no risk", "money-back", "instant results", "results in 30 days". Rewrite the sentence as something you saw: "Your site has no mobile layout" instead of "We will double your bookings".
04Rules for "I sent it myself"
Recording a message as sent by hand (or a call as made) checks only DO_NOT_CONTACT, SUPPRESSED and LEAD_LOST, because nothing is sent from the server. The message then counts towards the waiting time, the unanswered limit and the daily limit.
06What is not there, by design
No bulk send, no sequences or automatic follow-ups, no warm-up, no rotation of mailboxes, no sending on a schedule. Each e-mail is one person's decision.