In order to perform Bulk Messaging like traditional direct and database marketers, you need to be able to perform Group Messaging on a large scale whilst still maintaining a personal touch. For example, if you received a direct mail piece addressed to Dear Customer, or worse still an email addresses to Dear Surname or Dear email address, you are likely to trash the message straight away. Therefore, it is important that a Text Message be personalized to the person who has the cell or mobile phone. While it is not as intrusive as a phone call, it is still more intrusive than an email or direct mail piece, so the sophistication is required for the recipient to take the message seriously.

The Merge Messaging feature allows you to merge in any field from your contact database when you are performing Group Messaging to ensure the message is personalized based on the recipients contact details and customized based on the additional profile information you have stored in your Act! database on your contacts. This means that a canned communication will quickly turn into an SMS conversation almost immediately and your CRM and database marketing efforts will become much more focused and personal.