Broadcast campaigns are how most brands start with SMS. You pick a date, write a message, hit send. The problem with a campaign-only strategy is that it requires ongoing effort and creates inconsistent revenue peaks and valleys.
Automated flows — messages triggered by customer behavior — generate consistent revenue with minimal ongoing effort after initial setup. Here are the five flows that every e-commerce brand should have running.
The welcome series is your first impression and your first revenue opportunity. New subscribers are at peak interest when they opt in — capitalize on that.
Message 1 (Immediate upon opt-in):
Deliver the promised incentive, confirm the subscription, set expectations.
"Welcome to [Brand] VIP texts! Here's your 15% off: WELCOME15 — expires in 7 days. Shop: [link] — Reply STOP to opt out"
Message 2 (3 days if no purchase):
Introduce your brand story or best sellers.
"[Brand]: In case you missed it — our most-loved [product] is [benefit]. See what the hype is about: [link]"
Message 3 (7 days if still no purchase):
Final reminder on the welcome discount.
"[Brand]: Your welcome discount expires tomorrow. Here's your 15% off one more time: WELCOME15 — [link]"
Covered in depth in a separate post, but the key points: three messages at 30 minutes, 24 hours, and 48 hours. First two messages: no discount. Third message: offer a discount only for high-value carts. Recovery rates: 5–15% of abandoned carts.
Most brands stop communicating after purchase. This is a mistake — the post-purchase window is when customers are most open to repeat buying, upsells, and referrals.
Message 1 (1–2 days after delivery confirmation):
Check-in and request a review.
"[Brand]: How are you loving your [product]? Leave us a quick review and we'll thank you with $10 off your next order: [link]"
Message 2 (14 days after purchase):
Cross-sell or upsell based on what they bought.
"[Brand]: Customers who bought [Product A] love [Product B]. It's the perfect companion — see it here: [link]"
Message 3 (30 days after purchase):
Replenishment reminder (for consumable products) or seasonal follow-up.
"[Brand]: Running low on [product]? Reorder with free shipping: [link]"
A subscriber who hasn't engaged in 90 days needs a different approach than your active subscribers.
Message 1 (90 days since last click or purchase):
"[Brand]: We miss you. Here's something worth coming back for — 20% off your next order: COMEBACK20 — [link]"
Message 2 (30 days after message 1, if no engagement):
"[Brand]: Last chance — your win-back offer expires soon. Come back for 20% off: COMEBACK20 — [link] — Reply STOP to opt out"
If they don't engage after message 2, suppress them from future campaigns. Sending to persistently unengaged contacts hurts your delivery rate and opt-out metrics.
When a customer crosses a spend threshold (e.g., $250 lifetime), move them into a VIP flow.
Enrollment message:
"[Brand]: You've officially earned VIP status — welcome to our inner circle. You get early access, exclusive deals, and first dibs on new drops. First VIP perk: 20% off your next order: VIP20 — [link]"
Ongoing VIP messages:
VIP subscribers have 3–4x higher LTV than standard subscribers on average. Treating them differently isn't just good marketing — it's good economics.
Most SMS platforms support trigger-based automation. The key integration requirements:
Set up these five flows and you have an always-on revenue engine that works whether or not you send a single broadcast campaign this month.
Lucas Holst
Growth Marketing Lead at Textcanon
Helping businesses reach their audience through effective, compliant SMS marketing. Writing about strategy, deliverability, and growth.