SMS automation field guide

01 SET THE RULES

Assign the rule before the send.

Keep four decisions visible: why the shopper enters, what is checked before a send, what ends the journey, and who answers a reply.

Example store plan, adapt the rules to your store.
Flow and entry	Before sending	Exit, reply and re-entry
WelcomeNew SMS subscriber	No purchase or open service question	Purchase or move to a more relevant conversationReply: Retention ownerRe-entry: Once per new-subscriber event
Browse reminderEligible product browse	No checkout, purchase, or unresolved question	Checkout begins or purchaseReply: Retention ownerRe-entry: Use actual platform guardrails
Cart recoveryEligible checkout started	No completed order; current cart context still useful	Purchase or cart no longer relevantReply: Sales or inbox ownerRe-entry: Choose for the store and platform
Post-purchaseCompleted order	Message serves this order; no duplicate request	Task completed, cancelled order, or new support caseReply: Customer careRe-entry: Order-specific policy
ReplenishmentExpected consumption point	Timing fits product and repeat-order history	Repeat order or shopper says not neededReply: Retention ownerRe-entry: Reset from actual repeat purchase
Win-backChosen inactivity condition	No recent purchase or open support issue	Purchase, reply, or policy limitReply: Retention ownerRe-entry: Choose and test a store policy
CampaignApproved audience and launch	No higher-priority unresolved need or recent relevant send	Campaign completes or audience no longer eligibleReply: Campaign ownerRe-entry: Per campaign, with channel policy

Completion check

Every active flow has an owner, exit condition and a recorded test outcome distinct from the expected result.

02 RUN THE COLLISIONS

Test what really happens.

Use test contacts. Keep the expected behavior and the observed result in separate workbook columns.

Purchase after cart entry

An order arrives while a cart reminder waits

Expected behavior. Cancel the cart reminder

Purchase before later browsing

A recent buyer browses another product

Expected behavior. Apply recent-buyer entry rule; do not rely on an old cancellation event

Repeated product views

The same shopper triggers multiple entries

Expected behavior. Confirm entry policy and per-message suppression separately

Long flow, short re-entry

28-day journey with 14-day re-entry from entry time

Expected behavior. Inspect simultaneous journeys on days 14 to 28

Shopper asks a new question

A reply arrives before the next promotion

Expected behavior. Assign an answer owner; pause conflicting promotion under store policy

Changed frequency setting

The rule changes while contacts are waiting

Expected behavior. Verify behavior for existing and new contacts separately

Skipped SMS

A message is skipped by a channel sending limit

Expected behavior. Log skipped status, do not assume it was automatically deferred

Record the observation

In the green result cell, capture the actual outcome, contact, test date and evidence. Keep “Not yet tested” until the test has run.

03 CHECK THE PLATFORM

Separate the control jobs.

A delivery cap, an entry rule and an exit condition can act at different points in the same journey.

Worked timing input

First journeyDay 0 to day 28Re-entry journeyDay 14 to day 42Inspect overlap on days 14 to 28

A 28-day journey and 14-day re-entry measured from entry time can leave two journeys active. These are worked inputs. Set cadence from your store and platform policy.

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Give every flow an exit.