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.
Welcome / Opt-In Confirmation
Send 1 — Immediate (after opt-in)
B0 ~155 chars / 1 segment (just). Footer required on first send.
Send 2 — 24 hours later (optional)
B1 ~108 chars / 1 segment.
Send 3 — 7 days later (optional, conditional on no purchase)
B2 ~107 chars / 1 segment.
Abandoned Cart (highest-ROI flow for ecom)
Send 1 — 30 minutes after abandon
B3 ~95 chars / 1 segment.
Send 2 — 4 hours after abandon (if no purchase)
B4 ~98 chars / 1 segment.
Send 3 — 24 hours after abandon (if no purchase, discount allowed)
B5 ~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.
Browse Abandonment
Send 1 — 1 hour after browse (single product or category)
B6 ~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.
Post-Purchase Flow
Send 1 — Immediately after purchase (transactional, separate consent)
B7 ~95 chars / 1 segment.
Send 2 — Day of shipment
B8 ~92 chars / 1 segment.
Send 3 — Day of delivery
B9 ~88 chars / 1 segment.
Send 4 — 2 days after delivery (marketing consent required)
B10 ~108 chars / 1 segment.
Send 5 — 14 days after delivery (cross-sell, marketing consent)
B11 ~99 chars / 1 segment.
Win-Back (Lapsed Customers)
Send 1 — 60-90 days after last purchase
B12 ~84 chars / 1 segment.
Send 2 — 14 days later (if no purchase)
B13 ~106 chars / 1 segment.
Send 3 — 14 days after Send 2 (final, if no purchase)
B14 ~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).
Promotional / Campaign Sends
Flash sale (single send)
B15 ~94 chars / 1 segment.
Limited drop / launch
B16 ~115 chars / 1 segment.
Holiday / BFCM (2-send sequence)
Send 1 — Day of launch:
B17 ~92 chars / 1 segment.
Send 2 — Day of (or evening, expiration push):
B18 ~73 chars / 1 segment.
Transactional / Account Notifications
Order confirmation
B19
Shipping update
B20
Delivery confirmation
B21
Auth code (2FA)
B22
Account alert
B23
Re-Engagement / Reactivation (Subscribers Who've Gone Cold)
For SMS subscribers who haven't engaged with any send in 60+ days.
Send 1 — Soft reactivation
B24 ~80 chars / 1 segment.
Send 2 — Confirm interest (if no engagement)
B25 ~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.
Replenishment (Consumables Ecom)
For products with predictable usage cycles (skincare, supplements, coffee, pet food).
Send 1 — At expected reorder window (e.g., 28 days for a 30-day supply)
B26 ~73 chars / 1 segment.
Send 2 — 7 days later (if no purchase)
B27 ~92 chars / 1 segment.
VIP / Loyalty Members
Higher frequency, exclusive offers, early access — different cadence rules apply but quiet hours and STOP still required.
Early access
B28 ~72 chars / 1 segment.
Loyalty milestone
B29 ~95 chars / 1 segment.
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