Skills › Marketing Skills › sms › sequence-templates.md
sequence-templates.md
282 lines · skills/sms/references/sequence-templates.md at 88c79f6
1# SMS Sequence Templates
3Full copy templates with character counts, timing, and segmentation logic for every major SMS flow.
5> Character counts shown assume GSM-7 encoding. Emojis force UCS-2 (70 chars/segment instead of 160). All templates use `[Brand]`, `[FirstName]`, and `[short.link]` as substitution tokens.
7---
SMS Sequence Templates
Full copy templates with character counts, timing, and segmentation logic for every major SMS flow.
Character counts shown assume GSM-7 encoding. Emojis force UCS-2 (70 chars/segment instead of 160). All templates use[Brand],[FirstName], and[short.link]as substitution tokens.
Raw lines 1 to 8
Welcome / Opt-In Confirmation
Raw lines 9 to 1011### Send 1 — Immediate (after opt-in)
13```
14From [Brand]: Welcome! Here's your 10% off code: WELCOME10. Shop now: [short.link]
15Reply STOP to opt out, HELP for help. Msg & data rates may apply.
16```
17~155 chars / 1 segment (just). Footer required on first send.
Send 1 — Immediate (after opt-in)
From [Brand]: Welcome! Here's your 10% off code: WELCOME10. Shop now: [short.link]
Reply STOP to opt out, HELP for help. Msg & data rates may apply.~155 chars / 1 segment (just). Footer required on first send.
Raw lines 11 to 1819### Send 2 — 24 hours later (optional)
21```
22From [Brand]: Don't forget your code WELCOME10 — expires in 48hrs. Top picks: [short.link]
23```
24~108 chars / 1 segment.
Send 2 — 24 hours later (optional)
From [Brand]: Don't forget your code WELCOME10 — expires in 48hrs. Top picks: [short.link]~108 chars / 1 segment.
Raw lines 19 to 2526### Send 3 — 7 days later (optional, conditional on no purchase)
28```
29From [Brand]: Last chance for 10% off with WELCOME10. Expires tonight at midnight: [short.link]
30```
31~107 chars / 1 segment.
33---
Send 3 — 7 days later (optional, conditional on no purchase)
From [Brand]: Last chance for 10% off with WELCOME10. Expires tonight at midnight: [short.link]~107 chars / 1 segment.
Raw lines 26 to 34
Abandoned Cart (highest-ROI flow for ecom)
Raw lines 35 to 3637### Send 1 — 30 minutes after abandon
39```
40From [Brand]: Hey [FirstName], you left something behind! Your cart's here: [short.link]
41```
42~95 chars / 1 segment.
Send 1 — 30 minutes after abandon
From [Brand]: Hey [FirstName], you left something behind! Your cart's here: [short.link]~95 chars / 1 segment.
Raw lines 37 to 4344### Send 2 — 4 hours after abandon (if no purchase)
46```
47From [Brand]: Items in your cart are selling fast. Reserved for you for 24hrs: [short.link]
48```
49~98 chars / 1 segment.
Send 2 — 4 hours after abandon (if no purchase)
From [Brand]: Items in your cart are selling fast. Reserved for you for 24hrs: [short.link]~98 chars / 1 segment.
Raw lines 44 to 5051### Send 3 — 24 hours after abandon (if no purchase, discount allowed)
53```
54From [Brand]: Still thinking? Here's 10% off to seal the deal: SAVE10. Shop: [short.link]
55```
56~99 chars / 1 segment.
58**Notes**:
59- Discount on Send 1 trains customers to abandon. Reserve for Send 2 or 3.
60- Exclude customers who abandoned <$X in cart value or repeat abandoners (gaming the discount).
61- Stop sequence on purchase, opt-out, or 48 hours elapsed.
63---
Send 3 — 24 hours after abandon (if no purchase, discount allowed)
From [Brand]: Still thinking? Here's 10% off to seal the deal: SAVE10. Shop: [short.link]~99 chars / 1 segment.
Notes:
- Discount on Send 1 trains customers to abandon. Reserve for Send 2 or 3.
- Exclude customers who abandoned <$X in cart value or repeat abandoners (gaming the discount).
- Stop sequence on purchase, opt-out, or 48 hours elapsed.
Raw lines 51 to 64
Browse Abandonment
Raw lines 65 to 6667### Send 1 — 1 hour after browse (single product or category)
69```
70From [Brand]: Still thinking about [product]? Take another look: [short.link]
71```
72~84 chars / 1 segment.
74**Notes**:
75- Trigger only after meaningful browse signal (3+ product views or 2+ min on product page).
76- Exclude if a purchase happened on a different product.
78---
Send 1 — 1 hour after browse (single product or category)
From [Brand]: Still thinking about [product]? Take another look: [short.link]~84 chars / 1 segment.
Notes:
- Trigger only after meaningful browse signal (3+ product views or 2+ min on product page).
- Exclude if a purchase happened on a different product.
Raw lines 67 to 79
Post-Purchase Flow
Raw lines 80 to 8182### Send 1 — Immediately after purchase (transactional, separate consent)
84```
85From [Brand]: Order #12345 confirmed! We'll text shipping updates here. Track: [short.link]
86```
87~95 chars / 1 segment.
Send 1 — Immediately after purchase (transactional, separate consent)
From [Brand]: Order #12345 confirmed! We'll text shipping updates here. Track: [short.link]~95 chars / 1 segment.
Raw lines 82 to 8889### Send 2 — Day of shipment
91```
92From [Brand]: Your order's on the way. Estimated delivery: [date]. Track: [short.link]
93```
94~92 chars / 1 segment.
Send 2 — Day of shipment
From [Brand]: Your order's on the way. Estimated delivery: [date]. Track: [short.link]~92 chars / 1 segment.
Raw lines 89 to 9596### Send 3 — Day of delivery
98```
99From [Brand]: Your order should arrive today! Questions? Reply or visit [short.link]
100```
101~88 chars / 1 segment.
Send 3 — Day of delivery
From [Brand]: Your order should arrive today! Questions? Reply or visit [short.link]~88 chars / 1 segment.
Raw lines 96 to 102103### Send 4 — 2 days after delivery (marketing consent required)
105```
106From [Brand]: How are you liking your [product]? Share a review for 15% off next order: [short.link]
107```
108~108 chars / 1 segment.
Send 4 — 2 days after delivery (marketing consent required)
From [Brand]: How are you liking your [product]? Share a review for 15% off next order: [short.link]~108 chars / 1 segment.
Raw lines 103 to 109110### Send 5 — 14 days after delivery (cross-sell, marketing consent)
112```
113From [Brand]: Goes great with your [product]: [related-item]. 10% off bundle: [short.link]
114```
115~99 chars / 1 segment.
117---
Send 5 — 14 days after delivery (cross-sell, marketing consent)
From [Brand]: Goes great with your [product]: [related-item]. 10% off bundle: [short.link]~99 chars / 1 segment.
Raw lines 110 to 118
Win-Back (Lapsed Customers)
Raw lines 119 to 120121### Send 1 — 60-90 days after last purchase
123```
124From [Brand]: [FirstName], we miss you! Picks we think you'll love: [short.link]
125```
126~84 chars / 1 segment.
Send 1 — 60-90 days after last purchase
From [Brand]: [FirstName], we miss you! Picks we think you'll love: [short.link]~84 chars / 1 segment.
Raw lines 121 to 127128### Send 2 — 14 days later (if no purchase)
130```
131From [Brand]: Come back for 15% off your next order: COMEBACK15. Expires in 7 days: [short.link]
132```
133~106 chars / 1 segment.
Send 2 — 14 days later (if no purchase)
From [Brand]: Come back for 15% off your next order: COMEBACK15. Expires in 7 days: [short.link]~106 chars / 1 segment.
Raw lines 128 to 134135### Send 3 — 14 days after Send 2 (final, if no purchase)
137```
138From [Brand]: Last chance — 20% off ends tonight: COMEBACK20. We'll stop texting if you'd rather: reply STOP. [short.link]
139```
140~130 chars / 1 segment.
142**Notes**:
143- After Send 3 with no engagement, suppress for 90 days minimum.
144- After two full win-back cycles with no engagement, sunset (remove from active list).
146---
Send 3 — 14 days after Send 2 (final, if no purchase)
From [Brand]: Last chance — 20% off ends tonight: COMEBACK20. We'll stop texting if you'd rather: reply STOP. [short.link]~130 chars / 1 segment.
Notes:
- After Send 3 with no engagement, suppress for 90 days minimum.
- After two full win-back cycles with no engagement, sunset (remove from active list).
Raw lines 135 to 147
Promotional / Campaign Sends
Raw lines 148 to 149150### Flash sale (single send)
152```
153From [Brand]: 24-HOUR FLASH: 25% off everything with FLASH25. Ends midnight: [short.link]
154```
155~94 chars / 1 segment.
Flash sale (single send)
From [Brand]: 24-HOUR FLASH: 25% off everything with FLASH25. Ends midnight: [short.link]~94 chars / 1 segment.
Raw lines 150 to 156157### Limited drop / launch
159```
160From [Brand]: New drop just landed: [product-name]. Limited stock, members get early access: [short.link]
161```
162~115 chars / 1 segment.
Limited drop / launch
From [Brand]: New drop just landed: [product-name]. Limited stock, members get early access: [short.link]~115 chars / 1 segment.
Raw lines 157 to 163164### Holiday / BFCM (2-send sequence)
166Send 1 — Day of launch:
167```
168From [Brand]: Black Friday is LIVE — up to 50% off sitewide. Shop now: [short.link]
169```
170~92 chars / 1 segment.
172Send 2 — Day of (or evening, expiration push):
173```
174From [Brand]: Last 6 hours of BFCM savings. Don't miss out: [short.link]
175```
176~73 chars / 1 segment.
178---
Holiday / BFCM (2-send sequence)
Send 1 — Day of launch:
From [Brand]: Black Friday is LIVE — up to 50% off sitewide. Shop now: [short.link]~92 chars / 1 segment.
Send 2 — Day of (or evening, expiration push):
From [Brand]: Last 6 hours of BFCM savings. Don't miss out: [short.link]~73 chars / 1 segment.
Raw lines 164 to 179
Transactional / Account Notifications
Raw lines 180 to 181182### Order confirmation
184```
185[Brand]: Order #12345 confirmed. Total $XX.XX. Track at [short.link]. Reply HELP for help.
186```
Order confirmation
[Brand]: Order #12345 confirmed. Total $XX.XX. Track at [short.link]. Reply HELP for help.188### Shipping update
190```
191[Brand]: Your order #12345 shipped! Track: [short.link]. ETA [date].
192```
Shipping update
[Brand]: Your order #12345 shipped! Track: [short.link]. ETA [date].194### Delivery confirmation
196```
197[Brand]: Order #12345 delivered. Enjoy! Issues? Reply or [support-link].
198```
Delivery confirmation
[Brand]: Order #12345 delivered. Enjoy! Issues? Reply or [support-link].200### Auth code (2FA)
202```
203[Brand] verification code: 123456. Expires in 10 min. Do not share.
204```
Auth code (2FA)
[Brand] verification code: 123456. Expires in 10 min. Do not share.206### Account alert
208```
209[Brand]: Sign-in from new device in [location]. Wasn't you? Secure: [short.link]
210```
212---
Account alert
[Brand]: Sign-in from new device in [location]. Wasn't you? Secure: [short.link]Raw lines 206 to 213
214## Re-Engagement / Reactivation (Subscribers Who've Gone Cold)
216For SMS subscribers who haven't engaged with any send in 60+ days.
Re-Engagement / Reactivation (Subscribers Who've Gone Cold)
For SMS subscribers who haven't engaged with any send in 60+ days.
Raw lines 214 to 217218### Send 1 — Soft reactivation
220```
221From [Brand]: We've missed you, [FirstName]! Here's what's new: [short.link]
222```
223~80 chars / 1 segment.
Send 1 — Soft reactivation
From [Brand]: We've missed you, [FirstName]! Here's what's new: [short.link]~80 chars / 1 segment.
Raw lines 218 to 224225### Send 2 — Confirm interest (if no engagement)
227```
228From [Brand]: Want to keep hearing from us? Reply YES to stay on the list, or STOP to opt out.
229```
230~98 chars / 1 segment.
232After no reply: suppress for 60 days, then remove from active list. This protects opt-out rate metrics and reduces wasted spend.
234---
Send 2 — Confirm interest (if no engagement)
From [Brand]: Want to keep hearing from us? Reply YES to stay on the list, or STOP to opt out.~98 chars / 1 segment.
After no reply: suppress for 60 days, then remove from active list. This protects opt-out rate metrics and reduces wasted spend.
Raw lines 225 to 235
236## Replenishment (Consumables Ecom)
238For products with predictable usage cycles (skincare, supplements, coffee, pet food).
Replenishment (Consumables Ecom)
For products with predictable usage cycles (skincare, supplements, coffee, pet food).
Raw lines 236 to 239240### Send 1 — At expected reorder window (e.g., 28 days for a 30-day supply)
242```
243From [Brand]: Running low on [product]? Reorder in one tap: [short.link]
244```
245~73 chars / 1 segment.
Send 1 — At expected reorder window (e.g., 28 days for a 30-day supply)
From [Brand]: Running low on [product]? Reorder in one tap: [short.link]~73 chars / 1 segment.
Raw lines 240 to 246247### Send 2 — 7 days later (if no purchase)
249```
250From [Brand]: Don't run out! 10% off your reorder of [product]: REFILL10 [short.link]
251```
252~92 chars / 1 segment.
254---
Send 2 — 7 days later (if no purchase)
From [Brand]: Don't run out! 10% off your reorder of [product]: REFILL10 [short.link]~92 chars / 1 segment.
Raw lines 247 to 255
256## VIP / Loyalty Members
258Higher frequency, exclusive offers, early access — different cadence rules apply but quiet hours and STOP still required.
VIP / Loyalty Members
Higher frequency, exclusive offers, early access — different cadence rules apply but quiet hours and STOP still required.
Raw lines 256 to 259260### Early access
262```
263From [Brand]: VIPs get the new drop 24hrs early. Yours now: [short.link]
264```
265~72 chars / 1 segment.
Early access
From [Brand]: VIPs get the new drop 24hrs early. Yours now: [short.link]~72 chars / 1 segment.
Raw lines 260 to 266267### Loyalty milestone
269```
270From [Brand]: You've reached Gold status! Your perks: 15% off + free shipping. [short.link]
271```
272~95 chars / 1 segment.
274---
Loyalty milestone
From [Brand]: You've reached Gold status! Your perks: 15% off + free shipping. [short.link]~95 chars / 1 segment.
Raw lines 267 to 275
276## Segmentation rules across all flows
278- **Suppress** customers in active sequences from promotional sends (no double-tap)
279- **Suppress** opted-out subscribers from everything (platform handles this)
280- **Frequency cap**: max 4–6 marketing sends/week per subscriber (lower for newer subscribers)
281- **Quiet hours**: 9am–8pm recipient-local time
282- **Cool-off**: After a discount-driven purchase, suppress promotional sends for 14 days
Segmentation rules across all flows
- Suppress customers in active sequences from promotional sends (no double-tap)
- Suppress opted-out subscribers from everything (platform handles this)
- Frequency cap: max 4–6 marketing sends/week per subscriber (lower for newer subscribers)
- Quiet hours: 9am–8pm recipient-local time
- Cool-off: After a discount-driven purchase, suppress promotional sends for 14 days