How should 4 common flows divide the work?
| Flow | Email job | SMS job | Shared control |
|---|---|---|---|
| Welcome | Brand story, product range, full offer detail | Confirm subscription and deliver time-sensitive promise | Source and consent state |
| Browse / cart | Product context, imagery, alternatives | Short reminder near a real decision window | Purchase and frequency suppression |
| Post-purchase | Instructions, education, related content | Urgent service update or concise check-in | Order and fulfillment events |
| Win-back | Reasoned offer and preference options | One direct prompt for eligible subscribers | Engagement and opt-out state |
Which system owns each event?
Choose one source of truth for order, product, customer, appointment, or membership status. The messaging platform can copy those events, but it should not quietly redefine them. Document the event name, producer, timestamp, update behavior, identity key, and failure alert before using it in a flow.
How do you prevent channel pileups?
Set cross-channel exclusions based on recent sends, current flow stage, purchase state, service events, and local time. A campaign calendar should show both channels. Automated messages need the same visibility. The customer experiences one brand, even when separate teams own email and SMS.
What belongs in the first build?
- Choose one commercial event with reliable data.
- Define the separate email and SMS jobs.
- Write eligibility and suppression before copy.
- Test event timing, identity resolution, and exit behavior.
- Record one success metric and one guardrail metric.
Build the operating layer with campaign strategy, repair acquisition data through SMS list growth, or review the full five-stage process.