1. [Help](https://nuvia.ai/en/docs)
2. [Campaigns](https://nuvia.ai/en/docs/colecoes/19377976-campaigns)
3. [WhatsApp Campaigns](https://nuvia.ai/en/docs/colecoes/19433179-whatsapp-campaigns)

# Best practices for Meta marketing templates

Get the most from your marketing messages with optimized Meta templates. Follow design, content and timing tips to raise read, click and conversion rates.

Updated on September 9, 2026

[WhatsApp Campaigns](https://nuvia.ai/en/docs/colecoes/19433179-whatsapp-campaigns)

1. [How to create and launch a WhatsApp campaign in Nuvia](https://nuvia.ai/en/docs/artigos/14501312-how-to-create-and-launch-whatsapp-campaign-nuvia)
2. [How the default text for template variables works](https://nuvia.ai/en/docs/artigos/16891724-how-default-text-for-template-variables-works)
3. [How to use variables in WhatsApp templates in Nuvia](https://nuvia.ai/en/docs/artigos/15353096-how-to-use-variables-in-whatsapp-templates)
4. [How to verify your business on Meta](https://nuvia.ai/en/docs/artigos/16548621-how-to-verify-your-business-on-meta)
5. [Best practices for Meta marketing templates](https://nuvia.ai/en/docs/artigos/16736964-best-practices-for-meta-marketing-templates)

On this page

1. What you need before you start
2. Recommendation 1: Optimize send time between 8 a.m. and 12 p.m.
3. How to implement it
4. What to do
5. What to avoid
6. Recommendation 2: Start with strong, direct openings
7. How to implement it
8. Elements of a strong opening
9. What to do
10. What to avoid
11. How to implement it
12. Recommended emojis by message type
13. What to do
14. What to avoid
15. Recommendation 4: Use bold to highlight critical information
16. How to implement it
17. Information that should be bold
18. What to do
19. What to avoid
20. Recommendation 5: Use line breaks to improve readability
21. How to implement it
22. Recommended break structure
23. What to do
24. What to avoid
25. Frequently asked questions

**On this page25 sections**

1. What you need before you start
2. Recommendation 1: Optimize send time between 8 a.m. and 12 p.m.
3. How to implement it
4. What to do
5. What to avoid
6. Recommendation 2: Start with strong, direct openings
7. How to implement it
8. Elements of a strong opening
9. What to do
10. What to avoid
11. How to implement it
12. Recommended emojis by message type
13. What to do
14. What to avoid
15. Recommendation 4: Use bold to highlight critical information
16. How to implement it
17. Information that should be bold
18. What to do
19. What to avoid
20. Recommendation 5: Use line breaks to improve readability
21. How to implement it
22. Recommended break structure
23. What to do
24. What to avoid
25. Frequently asked questions

Available on: all plans.

Who can do it: any user with permission to manage campaigns and templates.

## What you need before you start

-

A Meta account (Facebook/Instagram) connected to Nuvia

-

Access to create and edit message templates

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An understanding of your target audience and when they're active

-

Personalization variables set up (customer name, product category, links, etc.)

## Recommendation 1: Optimize send time between 8 a.m. and 12 p.m.

Messages sent in the morning usually get higher read and click rates. The 8 a.m. to 12 p.m. window is considered ideal to maximize engagement.

## How to implement it

1.

In the message template, set the preferred send time

2.

Review your past engagement metrics to find your audience's peak activity

3.

Test different times within the 8 a.m.–12 p.m. window and compare the results

4.

Use the data you collect to adjust future campaigns

Tip: Track engagement rates in real time. If you notice significant drops outside the 8 a.m.–12 p.m. window, move your sends to that period.

## What to do

-

Regularly monitor engagement rates by time of day

-

Schedule promotional messages and announcements for the morning

-

Test small timing variations to find what performs best for your audience

## What to avoid

-

Overloading users with frequent messages, especially in the late afternoon or evening

-

Ignoring past engagement data when setting times

-

Sending important messages during low-activity windows

## Recommendation 2: Start with strong, direct openings

The first line decides whether the message gets read. Start with a friendly greeting, get straight to the point, and add an emoji or punctuation for visual impact.

## How to implement it

1.

Write a short, personalized greeting (10 words max)

2.

Include the benefit or subject of the message right away

3.

Add 1-2 relevant emojis to boost visual appeal

4.

Make it clear why the user received the message

## Elements of a strong opening

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**Personalized greeting**: Use the recipient's name with #{{customer_name}}

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**Immediate value**: Explain the benefit in the first 15 characters

-

**Visual punctuation**: A well-chosen emoji raises the click rate

-

**Context**: Explain why the message was sent

## What to do

-

Start with a quick, friendly greeting to set a warm tone

-

Personalize the message with the recipient's name and data

-

Use emojis strategically to highlight benefits

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Be direct and concise in the value proposition

A good example to consider:

Hi, #{{customer_name}}! 👋 Your favorite #{{product_category}} product is back in stock. Get yours before it sells out: #{{shop_link}} 🛍️

## What to avoid

-

Starting the message with long or generic sentences

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Using too many emojis or punctuation marks (more than 3 emojis in the opening)

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Not explaining why the message was sent

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Leaving the value proposition for the end of the text

Example of what to avoid:

🚨 You've received a message from us about new items you might like based on your purchase history. Click to visit the website and read our message for you! 🚨

## How to implement it

1.

Choose 1-2 emojis that represent the main subject

2.

Place the emoji next to the most important information

3.

Test different emojis on small groups to compare performance

4.

Write down which emojis work best for your audience

## Recommended emojis by message type

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**Confirmations**: ✅, ✔️, 🎉

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**Delivery/Shipping**: 🚚, 📦, 🚀

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**Promotions**: 🛍️, 💰, ⭐

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**Greetings**: 👋, 😊, 🌟

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**Information**: 📍, 📞, 💡

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**Urgency**: ⏰, ⚡, 🔥

## What to do

-

Use emojis that fit the message and the target audience

-

Add emojis to highlight calls to action

-

Test the performance of different emojis before scaling

-

Choose emojis that reinforce the desired emotion or action

A good example to consider:

Hi, *#{{customer_name}}*👋, Your order has been confirmed ✅. You'll get a notification when it ships 🚚. If you have any questions, ask them here.

## What to avoid

-

Using too many emojis (more than 1 emoji every 2 lines)

-

Using emojis that are out of context or confusing for the audience

-

Replacing clear text with emojis only

-

Mixing many emoji styles in the same message

Example of what to avoid:

Hi! Your order has been confirmed! 😜😎🎉💯🔥 If you need anything, we're here to help! 🦄🌈 🔥 🚚 ✅ 🚚 ✅ 🔥

Tip: Emojis raise engagement by 25% on average, but quality beats quantity. One well-placed emoji is worth more than five poorly placed ones.

## Recommendation 4: Use bold to highlight critical information

Bold text guides the reader's attention to the most important points. Use it strategically to make quick reading easier.

## How to implement it

1.

Identify the 3-4 most critical pieces of information in the message

2.

Put that information in bold using text

3.

Don't format more than 30% of the total text in bold

4.

Stay consistent: if one date is bold, all dates should be

## Information that should be bold

-

Important dates and times

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Prices or discount amounts

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Product or promotion names

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Main calls to action

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Important locations or addresses

## What to do

-

Keep key details in bold to guide attention

-

Use bold to create visual hierarchy

-

Highlight information that requires immediate action

-

Review the template on mobile to make sure it's readable

A good example to consider:

Hi, *#{{customer_name}}*, We've confirmed your appointment for *#{{date}}* at *#{{time}}*. Arrive 10 minutes early to complete your check-in. We'll see you at *#{{location_name}}*! 📍

## What to avoid

-

Not formatting essential information

-

Using too much bold (more than 30% of the text)

-

Putting whole sentences in bold

-

Leaving dates, times and amounts in plain text

Example of what to avoid:

Hi, #{{customer_name}}, Your appointment has been confirmed for #{{date}} at #{{time}}. Arrive 10 minutes early to complete your check-in. We'll see you at #{{location_name}}!

Warning: On mobile devices, bold takes up more space. Test your template on a smartphone to make sure it doesn't hurt readability.

## Recommendation 5: Use line breaks to improve readability

Continuous text is hard to read on small screens. Adding line breaks every 150 characters makes the content more accessible and increases the chances of it being read in full.

## How to implement it

1.

Count roughly 150 characters before adding a break

2.

Always break after a complete idea, not in the middle of a sentence

3.

Test the template on a smartphone to check the formatting

4.

Add a blank line between different sections

## Recommended break structure

-

One break after the greeting and opening

-

Another after the main body

-

One to separate the call to action

-

A final one for the sign-off or contact information

## What to do

-

Add line breaks to make visual reading easier

-

Leave white space between blocks of text

-

Test on mobile to make sure it looks well organized

-

Use breaks to separate different types of information (date, address, contact)

A good example to consider:

Hi, *#{{customer_name}}*! 🌟 We're happy to welcome you to the *#{{brand_name}}* family. Thank you for choosing us. Your trust means a lot to us. 🤝 We're here to help you every step of the way. If you have any questions, reach us at *#{{support_number}}*. 📞 For more information about our products and features, visit: _#{{website_url}}_🌐

## What to avoid

-

Long, continuous blocks of text

-

A line break after every sentence (it makes the text look messy)

-

Removing breaks to “save” space

-

Ignoring how the message looks on mobile

Example of what to avoid:

Hi, *#{{customer_name}}*! We're happy to welcome you to the *#{{brand_name}}* family. Thank you for choosing us. Your trust means a lot to us. We're here to help you every step of the way. If you have any questions, reach us at *#{{support_number}}*. For more information about our products and features, visit: _#{{website_url}}_🌐 Thanks for the partnership!

**Tip:** The 150-character rule is a guideline, not a law. What matters is that the text has visual breathing room and is easy to read on a small screen.

## Frequently asked questions

## Frequently asked questions

**How do I know the best time for my specific audience?**

Start by testing the 8 a.m.–12 p.m. window with small groups and monitor open and click rates. Use the data to adjust. Different audiences (B2B vs B2C, different regions) may have different activity peaks.

**How many emojis should I use in a message?**

Ideally 1-2 emojis per message, placed strategically. More than that clutters the message visually and looks less professional, especially in B2B contexts.

**Does bold work the same on every device?**

Yes, bold is rendered on all smartphones and computers. Still, test your template on different devices to make sure the formatting doesn't break the layout.

**Can I use different types of formatting in the same message?**

Yes! You can combine bold (text), italics (text) and links. What matters is keeping a balance and not overloading it visually.

**What if my audience is in another time zone?**

Always set up campaigns based on the America/São Paulo time zone (Nuvia's default). If you have an international audience, consider creating separate templates scheduled for different local times.

**How do I test a template before launching it to the whole audience?**

Use the preview feature with a contact's real data. View it on mobile. Send it to a small test group (5-10 contacts) and monitor metrics before scaling to the whole list.

**My template with bold and emojis isn't performing well. What should I do?**

Check whether your audience is B2B or B2C. Corporate audiences prefer more formal messages. Test with fewer emojis and use bold only for critical information.

**Can I edit a template after the campaign starts?**

No. After you launch a campaign, the template can't be edited. If you need to make changes, pause the campaign and create a new one with the corrected template.

[PreviousHow to verify your business on Meta](https://nuvia.ai/en/docs/artigos/16548621-how-to-verify-your-business-on-meta)

Was this article helpful?

## Related articles

- [How to create and launch a WhatsApp campaign in Nuvia](https://nuvia.ai/en/docs/artigos/14501312-how-to-create-and-launch-whatsapp-campaign-nuvia)
- [How the default text for template variables works](https://nuvia.ai/en/docs/artigos/16891724-how-default-text-for-template-variables-works)
- [How to use variables in WhatsApp templates in Nuvia](https://nuvia.ai/en/docs/artigos/15353096-how-to-use-variables-in-whatsapp-templates)

[WhatsApp Campaigns](https://nuvia.ai/en/docs/colecoes/19433179-whatsapp-campaigns)

1. [How to create and launch a WhatsApp campaign in Nuvia](https://nuvia.ai/en/docs/artigos/14501312-how-to-create-and-launch-whatsapp-campaign-nuvia)
2. [How the default text for template variables works](https://nuvia.ai/en/docs/artigos/16891724-how-default-text-for-template-variables-works)
3. [How to use variables in WhatsApp templates in Nuvia](https://nuvia.ai/en/docs/artigos/15353096-how-to-use-variables-in-whatsapp-templates)
4. [How to verify your business on Meta](https://nuvia.ai/en/docs/artigos/16548621-how-to-verify-your-business-on-meta)
5. [Best practices for Meta marketing templates](https://nuvia.ai/en/docs/artigos/16736964-best-practices-for-meta-marketing-templates)

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Source: https://nuvia.ai/en/docs/artigos/16736964-best-practices-for-meta-marketing-templates