SMS flow: A complete guide for ecommerce in 2025

Reading Time: 14 minutes

An SMS flow is the gentle nudge that brings customers back to buying something they almost forgot about.

The trick is timing!

Send the right message at the perfect moment, and they’re more likely to respond. Miss that window, and chances are they’ll ignore you or, worse, hit unsubscribe. That’s why getting your SMS flow right matters.

In simple terms, an SMS flow is just a series of automated text messages triggered by customer actions. You set it up once, and the system takes care of the rest. It sends the messages at the right time, based on the triggers you’ve defined.

For instance, your customer abandons their cart with three items. Your SMS flow waits 30 minutes, then sends a personalized reminder. Or if a loyal customer hasn’t shopped in 60 days, the win-back SMS flow can bring them back with a special offer.

Automation delivers relevance, revenue, and trust through perfectly timed communication.

In this guide, I’ll show you exactly how to set up a profitable SMS flow. I’ll also provide some proven message templates and strategies from top ecommerce brands.

What is an SMS flow?

An SMS flow, or SMS workflow, is a series of text messages sent automatically based on customer behavior. You configure these sequences using specific rules that include triggers, conditions, and delays.

Other terms for an SMS flow include SMS automations, triggered SMS campaigns, and SMS drip campaigns. However, the concept remains the same.

This marketing flow has two main types of triggers: 

• Time-based triggers: Activated after a set period, like sending a message three days after a user signs up
• Action-based triggers: Respond to immediate customer behavior, such as clicking a link

Here are some common SMS flow examples that drive results:

• Abandoned cart recovery reminds customers when they leave items in their shopping cart
• Order confirmation provides instant purchase details and builds customer confidence
• Re-engagement campaigns target customers who haven’t purchased in several months

These automated SMS marketing sequences increase conversion rates because they reach customers at a moment when they’re most receptive to your message. For instance, a cart abandonment SMS sent 30 minutes after someone leaves your site converts better than a promotional SMS sent randomly.

An SMS flow also creates positive customer experiences by providing relevant information when people actually need it. Sending order confirmations and shipping updates reassures your customers that their purchase was successful and is on its way. 

Compliance is also important for every marketing SMS flow. Customers have to opt in before you can send promotional messages. Each message must also include clear unsubscribe instructions, such as “Reply STOP to opt out.”

Here’s an example of a smooth SMS flow from Omnisend:

Next, I’ll show you how to set up your SMS flow properly.

How SMS flows run behind the scenes: Triggers, logic, and timing

An SMS flow contains four essential components that work together to get the right message into your customer’s inbox. They help you create highly effective automated campaigns that drive revenue and build deeper customer relationships. 

These components include:

• Triggers: Events that initiate an SMS flow when customers take action, such as subscribing to your list, adding items to their cart, completing a purchase, or viewing a product page. These triggers are moments when your customer shows interest or engagement.
• Delays: The time-based pauses between actions that set the pace of your messages. You might wait one hour before sending an abandoned cart reminder, then wait three days before sending a follow-up offer. With these pauses in place, you avoid overwhelming customers while still sustaining engagement. 
• Messages: The SMS or MMS content delivered to customers at each step. Each message serves a specific purpose, whether confirming an order, sharing product recommendations, or offering discounts. Your content needs to provide value while encouraging the next desired action.
• Conditional splits: The powerful logic that sends users down different paths based on their attributes or actions. Has this person purchased before? Where are they located? These splits ensure each customer gets the most relevant experience possible.

Here’s an example of an abandoned cart SMS workflow split, based on product price:

Meanwhile, two universal best practices help maintain positive customer relationships across every SMS flow: 

1. Quiet hours: This prevents messages from being sent during late evening or early morning hours when customers don’t want interruptions
2. Smart sending: Implementing this optimizes delivery times based on when individual customers typically engage with messages

These features help avoid SMS subscriber fatigue, respect customer choices, and lower unsubscribe rates. I recommend using tools like Omnisend, which set clear industry standards for using these protective measures effectively across all automated campaigns.

Compliance and consent: How to stay SMS-compliant in your flows

SMS compliance protects your business and customers. Understanding compliance laws prevents costly violations while building trust with your audience. You just have to know which regulations apply during certain times.

For context, there are two distinct categories for SMS campaigns: marketing SMS messages and transactional SMS messages. Both operate under different SMS compliance requirements.

Marketing SMS messages require explicit consent from every recipient. Such messages include promotional campaigns, sales announcements, discount offers, and product recommendations.

Customers must complete an SMS opt-in process to clearly indicate that they want to receive these messages. You’ll need documented proof of their consent.

On the other hand, transactional SMS messages are purely informational, so they adhere to different rules. Order confirmations, shipping updates, delivery notifications, and password resets fall into this category. You can send these messages without a separate marketing consent.

However, every marketing SMS must provide an obvious way for customers to opt out. Standard unsubscribe language, such as”Text STOP to opt out,” meets legal requirements.

Omnisend simplifies compliance management through its Workflow Channel Settings. This control panel lets you choose exactly which customers receive each type of message based on their subscription preferences.

You’ll find three channel options designed for different communication needs:

• Subscribed: Works perfectly for promotional campaigns and marketing SMS flows. Only customers who opted in will receive marketing messages.
• Subscribed and non-subscribed: Applies to essential service notifications that need wider distribution. Reserve this option for genuine customer service communications.
• Any subscription status: Handles urgent transactional messages that every customer must receive. Order confirmations and shipping alerts fall into this category.

It’s important to note that US law specifically requires promotional SMS only to reach customers who explicitly consent to marketing messages. In this case, you can only use the Subscribed option if you serve US customers.

10 must-have SMS flows every ecommerce brand should use

These SMS flows form the foundation of any successful ecommerce SMS marketing strategy. Each flow focuses on specific customer actions and can generate revenue when used effectively.

I’ll now go through each SMS flow andshow you how to successfully set them up.

1. Welcome series

Trigger: New subscriber joins your SMS list through signup forms or checkout

Audience: First-time subscribers who haven’t purchased from your store yet

Goal: Drive the first purchase and set clear expectations for future communications

Recommended timing:

• The first message is sent five minutes after signup
• A second message follows 24 hours later
• A third message arrives 72 hours after the signup

This flow turns ecommerce SMS lead generation efforts into actual sales while introducing new subscribers to your brand.

SMS example template:

2. Browse abandonment

Trigger: Customer views a product page but doesn’t add items to their cart

Audience: Interested shoppers who showed purchase intent but didn’t take the next step

Goal: Re-engage potential customers and encourage them to go further down the sales funnel

Recommended timing:

• The first message is sent two hours after viewing a page
• A second message follows 24 hours later if no action is taken

A browse abandonment SMS flow works well for higher-priced items where customers need time to decide.

SMS example template:

3. Cart abandonment

Trigger: Customer adds items to the cart but doesn’t complete the checkout process

Audience: High-intent shoppers who are one step away from making a purchase

Goal: Recover lost revenue from customers who already showed strong buying signals

Recommended timing:

• The first message is sent 30 minutes after abandonment
• A second message follows 24 hours later
• Another message arrives 72 hours after initial abandonment

A cart abandonment SMS flow offers the opportunity to convert the most. These customers have already decided they want your products.

SMS example template:

4. Order confirmation

Trigger: Customer successfully made a purchase

Audience: All customers who just bought something from your store

Goal: Immediately reassure and build trust during post-purchase moments

Recommended timing: Immediately after payment is successfully processed

Include essential details like order number, estimated delivery timeframe, and customer service contact information for questions and concerns.

SMS example template:

5. Shipping confirmation

Trigger: Order fulfillment status changes to shipped in your system

Audience: Customers whose orders are now in transit to their delivery address

Goal: Proactively provide tracking information and reduce “where is my order” support inquiries

Recommended timing: Immediately when the order ships from your warehouse

Include tracking numbers and estimated delivery dates when available.

SMS example template:

6. Post-purchase/review request

Trigger: Estimated delivery date has passed based on shipping timeframes

Audience: Customers who recently received their orders and had time to test the product

Goal: Generate valuable social proof through reviews and open opportunities for second purchases

Recommended timing: Three to five days after the estimated delivery date

Offer incentives like discount codes to increase response rates.

SMS example template:

7. Win-back

Trigger: Customer hasn’t purchased in a defined period (typically 60–90 days)

Audience: Customers who have become inactive or dormant

Goal: Re-engage lapsed customers who represent proven buyers for your products

Recommended timing: 60 days after the last purchase date

Use exclusive offers or showcase new products they haven’t seen yet.

SMS example template:

8. Back-in-stock

Trigger: Customer subscribes to notifications for out-of-stock products

Audience: Interested shoppers who specifically requested updates on product availability

Goal: Automatically notify interested customers and capture sales for high-demand items

Recommended timing: Immediately once the product becomes available again

Emphasize limited quantities to encourage immediate action.

SMS example template:

9. Replenishment reminder

Trigger: Based on how long the product usually lasts

Audience: Customers who purchased consumable goods that need regular restocking

Goal: Remind customers to reorder products before they run out

Recommended timing: Depends on product type (for example, 30 days for skincare and 90 days for supplements)

A replenishment SMS flow works exceptionally well for consumable products like supplements, skincare, or pet food.

SMS example template:

10. Birthday/anniversary

Trigger: Customer’s birthday or account anniversary date arrives

Audience: Customers celebrating personal milestones or account anniversaries with your brand

Goal: Build brand loyalty and drive sales with personalized, celebratory offers

Recommended timing: On the birthday or anniversary date

Make the offer exclusive to the customer on their special day.

SMS example template:

How to build your first SMS flow in Omnisend, step by step

Building your first SMS flow is easy when you follow these proven steps. With a platform like Omnisend, the process is friendly to the user but tough on the competition, as you’ll have access to powerful automation features that drive results.

Step 1: Choose a pre-built workflow or start from scratch

I appreciate Omnisend’s extensive library of pre-built automation sequences for common ecommerce scenarios.

These templates include cart abandonment, birthday campaigns, welcome series, and more, reducing setup time significantly. You can customize any template to match your brand voice and specific business needs.

Alternatively, you can build a custom SMS workflow from scratch. This option works well when you have unique business requirements or want to test new SMS automation ideas.

Step 2: Add an SMS block to your workflow

The drag-and-drop workflow builder lets you add SMS or MMS messages anywhere in your automation sequence. Simply drag an SMS block from the toolbar and drop it where you want the message to go.

You can combine SMS with email and push notifications in the same workflow for maximum impact.

I like how the visual interface clearly defines how your automation will flow from one step to the next. You’ll see exactly when each message is sent and how different customer actions affect the sequence.

Step 3: Write your message and add personalization

You can create your SMS content using the built-in message editor. 

Insert dynamic personalization tags like {first_name} to make your messages feel personal.

You can also include product-specific tags like {abandoned_cart_url} or {product_name} to create highly targeted content.

Personalization significantly improves SMS performance because customers respond better to messages that apply to their situation.

Step 4: Configure your channel settings for compliance

Navigate to the Workflow Channel Settings to ensure legal compliance with SMS regulations.

Choose Subscribed for marketing SMS flows to send only to customers who opted in. Select the Any subscription status exclusively for transactional messages, such as order confirmations that every customer needs to receive.

This step prevents SMS compliance violations while ensuring your messages reach the right audiences.

Step 5: Test and activate your SMS flow

Send test messages to yourself before making the flow live. Check that all personalization tags populate correctly and that links work as expected. Review the message formatting on different phone types to ensure that it reads well.

After confirming that everything works properly, you can activate your SMS flow. The automation will start running immediately and continue working around the clock without additional intervention from your team.

Day-one SMS strategy: Four flows to launch from the start

Building a comprehensive 10-flow SMS strategy takes time and resources that many new brands don’t have. Successful ecommerce businesses focus first on automations that drive the highest impact to see immediate results from their efforts.

I recommend starting with four essential SMS flows that are proven to deliver maximum return on investment. These SMS flows cover your most critical customer touchpoints while establishing proper SMS compliance practices from day one.

To reinforce the compliance concepts from the previous section, I’ve categorized each SMS flow by type. As we’ve seen, marketing flows require explicit customer consent, while transactional flows can reach all customers based on business relationships.

The must-have starter stack includes:

• Welcome series (Marketing flow)
• Cart abandonment (Marketing flow)
• Order confirmation (Transactional flow)
• Shipping confirmation (Transactional flow)

These SMS workflows work together to increase revenue and improve customer experience. Marketing flows drive sales through targeted promotions and recovery campaigns. Meanwhile, transactional flows build trust through timely order updates and communication.

Start with this foundation. Then, expand your SMS flow library as you gain experience and see results from your SMS campaigns.

Get these core flows running smoothly before adding complexity. Focus on writing compelling messages, setting appropriate send times, and monitoring performance metrics.

Once these SMS flows generate consistent revenue, you can confidently invest time in additional SMS marketing automation sequences.

Omnisend takes away the stress of implementing this starter strategy, with its pre-built templates and compliance-focused channel settings.

Optimizing SMS flows: Advanced tactics to maximize revenue

Once your basic SMS flows generate consistent results, you can implement advanced strategies that significantly increase revenue per campaign. These tactics improve your average conversion rates, turning you into a high-performing brand.

Here are some advanced tactics you can adopt to improve the performance of your SMS campaigns:

• Segmentation: Instead of sending the same message to all your customers, you can create target groups based on factors like past purchases to better personalize your messaging.
  
  For instance, someone who purchased skincare products gets different messaging than someone who bought electronics. This relevance makes it more likely for them to engage with your offer.

• A/B testing: Test different elements to see what sticks. For instance, you can send a discount offer to see which drives more conversions — 10% off or free shipping.
  
  Testing various send times often produces surprising results that vary by industry and audience. Your customers might respond better to SMS messages sent at 1 PM. than 3 PM. The only way to know these preferences is through testing.

• Multichannel integration: This is one of Omnisend’s biggest strengths in the ecommerce automation space. You can combine SMS with email and push notifications in a single workflow, providing more ways to connect with customers. 
  
  An abandoned cart flow demonstrates this integration perfectly. Start with an SMS reminder sent one hour after abandonment. Follow up with an email containing product images and detailed descriptions two hours later. Send a final push notification 24 hours later if the customer has your mobile app installed.

Measuring SMS flow success: The KPIs that drive growth

Tracking the right metrics helps you determine whether your SMS flows are generating profit. Many brands focus on numbers that appear impressive but have no correlation to revenue growth.

Move beyond misleading statistics that don’t reflect real performance. SMS open rates can’t be tracked accurately, making the common “98% open rate” claim meaningless for measuring success.

Instead, focus on business-critical metrics that directly tie to your bottom-line revenue. These are available in Omnisend’s channel reports:

• Click-through rate: This represents the percentage of recipients who clicked a link in your SMS. The CTR shows how compelling your message is and whether customers find your offers interesting enough to take action.
• Conversion rate: This tracks the percentage of SMS recipients who purchased after clicking through your message. It reveals how well your SMS campaigns drive revenue and helps identify which flows generate sales.
• Revenue per recipient: This calculates the average revenue generated from each person who received your SMS message. This metric includes both conversion rates and order values, giving you a complete financial overview.
• Unsubscribe rate: This shows the percentage of recipients who opted out after receiving your message. High unsubscribe rates are a sign that you’re sending messages too often or your content isn’t relevant to the customer.

Here’s an example of the intuitive visual presentation of an SMS channel dashboard on Omnisend:

Frequently asked questions about SMS flows