- Trigger on real events: sign-up, purchase, abandonment, due date.
- Keep sequences short and stop them when the goal is met.
- Use fallback channels for important messages.
- Cap frequency and honour opt-outs.
Trigger on behaviour
Event-based messages outperform blanket sends because they match what the customer just did. Common triggers are sign-up, first purchase, abandoned cart, order shipped and approaching due date.
Segment and personalise
Split audiences by status, interest or value, and use real details such as a name, product or time slot. Avoid personalisation that feels intrusive.
Use short sequences
| Step | Timing | Channel |
|---|---|---|
| Welcome | Immediately | SMS or WhatsApp |
| Helpful follow-up | 2 to 3 days later | |
| Reminder or offer | 1 week later | SMS |
| Last attempt | If no response | Voice or WhatsApp |
This is an illustration, not a benchmark. Adjust to your customers.
Fallback, limits and measurement
- If a message is not delivered, retry on another channel.
- Limit messages per person per week.
- Stop the flow when the customer acts.
- Track delivery, clicks, replies and conversions for each step.
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Technique by goal
| Goal | Technique |
|---|---|
| First purchase | Welcome sequence with a clear next step |
| Repeat purchase | Trigger a message after the usual reorder interval |
| Fewer no-shows | Reminder plus easy rescheduling link |
| Win back | Message after a quiet period, then a final attempt on another channel |
Mistakes to avoid
- Building long flows before testing a short one.
- Sending the same text on every channel.
- Forgetting to stop a flow after the customer converts.
- Not checking delivery failures.
Test properly
Change one element per test, such as send time or wording, and keep the audience comparable. Record results so decisions do not rely on memory. Review monthly and retire flows that do not help.
Sources and further reading
Rules and platform requirements change. Last reviewed . This guide is general information, not legal advice.