Apparel & Accessories: SMS Use Cases & Playbook

1. Shopper texts the keyword (e.g. FASHION) from signage, the web footer, or social.
2. Auto-reply confirms opt-in and delivers the welcome incentive code.
3. Capture opt-in date and source on the contact record.
4. Add the contact to the new-subscriber segment.
5. Hand off to the welcome series if no purchase within 48 hours.

Best Practices

• Short, memorable keyword
• Promote everywhere: signage, web footer, social, email
• A/B test the incentive (free shipping vs. % off)
• Tag the signup source for later segmentation

1. A new opt-in triggers the welcome workflow.
2. Message 1: thank-you plus the brand story (sent immediately).
3. Wait ~24 hours.
4. Message 2: bestseller/new-arrival MMS with the first-purchase incentive.
5. Wait ~24 hours, then send message 3 removing friction (returns, sizing, support).

Best Practices

• Personalize with first name
• Send at 9–11am / 5–7pm windows
• A/B test the incentive level
• Lead message 2 with your strongest visual

1. Shopify abandoned-checkout webhook triggers the workflow.
2. After ~1 hour, send a reminder with product images and the cart total.
3. Branch: if the order completes, exit the workflow.
4. If still open after ~24 hours, send a follow-up with a small incentive.
5. Track checkout-link clicks and apply a 48-hour cooldown.

Best Practices

• Send the first message within 1 hour
• Include cart product images
• Use countdown language in message 2
• Apply a 48-hour cooldown to avoid over-messaging

1. Customer joins the wishlist via keyword or a website Notify Me button.
2. Store the item code on the contact as a custom field.
3. An inventory-update webhook fires when the item returns.
4. Send an automated MMS alert with the product image and urgency.
5. Remove the contact from the notify list after the first send.

Best Practices

• Use urgent language for ultra-limited items
• Remove contacts from the notify list after the first send
• Prioritize high restock-to-purchase items
• Include the product image, not just text

1. Schedule the morning announce broadcast with MMS, code, and explicit end time.
2. Send VIP segment an early-access window before the general list.
3. Mid-day, send the “hours left” reminder to non-openers.
4. Evening, send the “last chance” broadcast with the same countdown language.
5. Track clicks per send and cap total sends to avoid fatigue.

Best Practices

• Two-tier VIP vs. standard urgency
• Use consistent countdown language across the day
• Cap sends to avoid fatigue
• State an explicit end date/time

1. A date-based workflow checks the birthday custom field daily.
2. On the customer's birthday, send the exclusive offer with a code.
3. Tier the discount higher for VIP/high-frequency segments.
4. Set a 7-day expiry on the code to drive urgency.
5. Optionally trigger a parallel purchase-anniversary offer.

Best Practices

• Capture birth dates at signup
• Send between 9am and 2pm
• Set a 7-day expiry for urgency
• Resale/consignment can use a purchase anniversary instead

1. A recurring schedule fires on a consistent day/time each week.
2. Branch by captured style preference where available.
3. Send a 2–3 image MMS lookbook with short descriptions.
4. Link to the new-arrivals page and track clicks.
5. Add low-stock indicators on limited items to drive urgency.

Best Practices

• Send on a consistent day/time
• Use 2–3 high-quality images
• Keep per-item descriptions short
• Add low-stock indicators to drive urgency

1. Customer texts a question or a keyword (SIZING, RETURNS, TRACK, HELP).
2. Keyword matches route to an instant auto-response.
3. AI Reply handles common FAQ questions (fit, care, returns).
4. Complex or styling questions route to the team inbox for a human.
5. Log the interaction and tag the contact for follow-up.

Best Practices

• Build response templates for common questions
• Staff one support lead per shift
• Set clear response-hours expectations
• AI for simple/factual, humans for complex styling