15 SMS Workflow Strategies to Automate Client Communication

The numbers truly speak volumes. Text messages boast an incredible 98% open rate [1], and a significant 34% of people read their texts within just five minutes [2]. When you automate these incredibly high-performing communications, you're building a revenue-generating machine that works around the clock, giving you back hours in your day. This effectiveness is key to executing an effective customer acquisition strategy and driving revenue.

What Are SMS Workflows and Why They Matter So Much

Think of SMS workflows as your dedicated digital assistant that never takes a tea break. They're automated sequences of text messages, cleverly triggered by specific actions, important dates, or particular customer behaviours.

Imagine this: someone leaves items in their basket on your website, books an appointment for your services, or hasn't interacted with your business in a little while–boom. The right message is sent automatically, precisely when it needs to be. It feels almost magical, but it's just smart automation in action.

Here's why they're so powerful:

• Speed to lead: You can respond to enquiries in seconds, not hours, which is crucial in today's fast-paced market.
• Consistency: Every customer receives the same high-quality, on-brand experience, every single time.
• Scalability: You can effortlessly handle hundreds, even thousands, of conversations without needing to hire more staff.
• Personalisation: Dynamic fields allow you to inject customer details, making each message feel genuinely custom-written for them.

The real beauty lies in the setup. You invest your time once to craft and perfect the workflow, and then it runs indefinitely, quietly nurturing customer relationships and driving sales while you focus on the bigger picture sales strategy for your business.

15 SMS Workflow Strategies That Actually Work

1. Welcome Series for New Subscribers

First impressions are absolutely vital. When someone opts into your SMS list, they're expecting value–and they're usually keen to get it quickly.

Your welcome workflow should typically:

• Send immediately after they sign up.
• Introduce your brand's unique personality.
• Set clear expectations for how often they'll hear from you.
• Include a special offer or a valuable resource to get them started.

Example sequence:

• Message one (Immediate): "Welcome to [Brand]! Here's your exclusive 15% off code: WELCOME15. We're thrilled to have you!"
• Message two (Day three): Share your most popular product, a helpful tip, or a behind-the-scenes glimpse.
• Message three (Week one): Feature a glowing customer success story or some social proof to build trust.

2. Abandoned Basket Recovery

Abandoned baskets are a huge headache for online businesses. But here's a silver lining: proactive SMS outreach can significantly improve recovery rates.

The secret is all in the timing and crafting messages that genuinely feel helpful, rather than pushy:

• One hour: "Still thinking about [product]? Don't worry, we'll hold it for you!"
• 24 hours: Include customer reviews or address common questions or concerns they might have.
• 72 hours: A final, friendly reminder, perhaps with a limited-time discount to encourage completion.

3. Appointment Reminders and Confirmations

No-shows can really hurt productivity and your bottom line. Thankfully, automated SMS notifications can significantly reduce those missed appointments.

A smart reminder sequence often looks like this:

• One week before: An initial confirmation with an easy link to add it to their calendar.
• Two days before: A friendly reminder with any specific instructions they need to prepare.
• Two hours before: A final nudge with location or login details.
• Post-appointment: A polite thank you message, perhaps requesting feedback.

4. Lead Nurturing for Sales Teams

Not every lead is ready to buy the moment they express interest. SMS workflows are brilliant for keeping your business top-of-mind throughout their decision-making journey.

You can create workflows based on a variety of factors:

• The source of the lead (e.g., your website, a referral, a trade show).
• Their industry or company size.
• Specific product interests they've shown.
• Their level of engagement with your content.

Ringover's tools allow for highly effective, personalised, timely communication, which dramatically improves response rates.

5. Customer Onboarding Sequences

Help your new customers get the absolute maximum value from your product or service right from the start. A well-structured onboarding process reduces churn and increases their lifetime value.

A typical onboarding workflow structure:

• Day One: A warm welcome and guidance on the first essential steps.
• Day Three: A quick tutorial or a link to a helpful how-to guide.
• Week One: A friendly check-in with additional success tips.
• Month One: Information on advanced features or an upsell opportunity if appropriate.

6. Birthday and Anniversary Messages

Those personal touches really help build emotional connections with your customers. Automated birthday messages, when done thoughtfully, can feel genuinely special.

Remember to include:

• A personalised greeting with their actual name.
• A special discount or a small gift.
• An expiration date to gently create a sense of urgency.
• A straightforward redemption process.

7. Review and Feedback Requests

Happy customers are undoubtedly your best marketing asset. Automate review requests to go out precisely when customer satisfaction is likely to be at its peak.

Optimal timing suggestions:

• Service businesses: 24-48 hours after the service has been completed.
• Product sales: One to two weeks after the product has been delivered.
• Subscription services: After a positive interaction with your support team or a significant milestone.

8. Win-Back Campaigns for Inactive Customers

It's a widely known fact that it costs significantly more to acquire new customers than to retain existing ones. Win-back workflows cleverly re-engage those dormant contacts.

A progressive approach could look like this:

• Month One: A "We miss you" message with a special, enticing offer.
• Month Two: A brief survey asking why they might have stopped engaging.
• Month Three: A final, compelling attempt with a more significant incentive.

9. Event Promotion and Updates

Whether you're promoting webinars, conferences, or special sales events, SMS can cut through the overwhelming noise of email inboxes.

Event workflow timeline:

• Confirmation of registration.
• Pre-event reminders (one week, one day, one hour before).
• Last-minute updates or any changes.
• Post-event follow-up with recordings or next steps.

10. Inventory and Restock Notifications

Turn product scarcity into a sales driver! When customers show interest in out-of-stock items, automated notifications create immediate purchase opportunities.

Capture their interest by offering:

• "Notify me when available" options.
• Waitlist sign-up forms.
• "Back in stock" alerts, perhaps with a limited-time offer.

11. Shipping and Delivery Updates

You can significantly reduce "Where's my order?" support tickets while simultaneously building anticipation for purchases.

Shipping workflow stages:

• Order confirmation.
• Processing notification.
• "Shipped" notification with tracking information.
• "Out for delivery" alert.
• Delivery confirmation.
• A post-delivery satisfaction check.

12. Payment and Subscription Reminders

Prevent involuntary churn with proactive payment communications that help customers stay on track.

Payment workflow sequence:

• Seven days before: A friendly renewal reminder.
• Three days before: A prompt to verify their payment method.
• Day of: A processing notification.
• Failed payment: Immediate instructions on how to retry, along with support contact details.

13. Cross-sell and Upsell Campaigns

Leverage purchase history and behavioural data to intelligently suggest relevant products at the perfect moment.

Smart upsell triggers:

• Completion of a recent purchase.
• Achievement of specific feature usage milestones.
• Approaching contract renewal periods.
• Demonstrable customer success with your product.

14. Customer Support and Status Updates

SMS keeps customers informed without overwhelming your support teams.

Automated support messages can be used for:

• Confirmation of ticket creation.
• Status updates during problem resolution.
• Confirmation when an issue is resolved.
• Satisfaction surveys after a support interaction.

15. Seasonal and Holiday Campaigns

Plan engaging campaigns around key shopping seasons, public holidays, and industry-specific events.

Seasonal workflow components:

• Early bird announcements for upcoming sales.
• Holiday-specific offers and promotions.
• Last-minute gift suggestions.
• Post-holiday follow-ups or feedback requests.

How to Test and Improve an SMS Drip Campaign

Testing isn't just an option–it's essential for turning good campaigns into truly great ones. SMS marketing is known for delivering a strong return on investment, and even small improvements can lead to massive returns.

A/B Testing Essentials

• Message timing: Experiment with sending messages at different hours and on various days of the week. For B2B audiences, Tuesday to Thursday might work best, while B2C campaigns could see peaks on weekends.
• Message length: Compare short, punchy texts against slightly longer, more detailed messages. While it's generally best to keep SMS under 160 characters, test what resonates most with your audience.
• Call-to-action phrases: Phrases like "Shop now," "Get yours today," or "Limited time offer" can dramatically affect your click-through rates. Test them to see which performs best.
• Personalisation levels: Try testing just a first name, then a first name plus location, or even a first name with recent purchase history, to find the sweet spot for your audience.

Key Metrics to Track

• Open rates: SMS typically achieves around 98% open rates [3], so significantly lower numbers could indicate delivery issues.
• Conversion rates: Track the journey from a click right through to the completed desired action.
• Unsubscribe rates: Aim to keep these under 2-5% monthly to maintain a healthy list.
• Response rates: SMS can boast an average response rate of 45% [3].

Optimisation Strategies

• Segment ruthlessly: Create distinct workflows for different customer types, purchase histories, and engagement levels. Generic blasts are often revenue killers.
• Time zone awareness: Always respect your audience's local time. 8 a.m. in London is 5 a.m. in New York–and nobody appreciates pre-dawn sales pitches!
• Frequency balance: 75% of consumers are okay with receiving brand texts, but only when those texts provide clear value [3]. Test weekly vs. bi-weekly vs. monthly cadences to find what works for your audience.
• Mobile-first design: Every single link in your SMS messages must lead to a mobile-optimised page. Desktop experiences on a phone will frustrate users and kill your conversions.

Setting Up Your First SMS Workflow

Ready to build your very first automated sequence? Here's your step-by-step roadmap to get started.

Quick Steps to Launch Your First Workflow

• Define Your Goal: Clearly state what you want your SMS workflow to achieve.
• Choose Your Trigger: Identify the specific action or event that starts the workflow.
• Map the Journey: Outline the sequence of messages and delays.
• Draft Messages: Write concise, value-driven texts with clear CTAs.
• Set Up in Ringover: Configure your workflow using the platform's tools.
• Test Thoroughly: Send test messages to ensure everything works as planned.
• Monitor & Optimise: Track performance and make data-driven improvements.

Step 1: Choose Your Platform and Set Goals

Start by exploring Ringover's business text messaging service, which is designed to integrate smoothly with your existing CRM and business software. Ringover offers dozens of integrations, including with popular tools like Salesforce, Hubspot, Bullhorn, Zendesk, and more.

Before you dive in, define what success truly looks like for you:

• Specific conversion rate targets.
• Clear revenue goals.
• Engagement benchmarks you want to hit.
• Measurable time-saving objectives.

Step 2: Map Your Customer Journey

Before you write a single message, take the time to deeply understand your customer's journey. Where do they first discover you? What questions typically arise? What objections might need addressing?

Create workflows that align with their natural decision points:

• Awareness stage: Offer educational content.
• Consideration stage: Provide comparisons and social proof.
• Decision stage: Present compelling offers and a sense of urgency.
• Post-purchase: Focus on support and relevant upsells.

Step 3: Write Your Messages

Keep your messages conversational yet professional. Your texts should sound like they're coming from a knowledgeable, friendly human, not a corporate robot.

A message structure that often works well:

• A warm, personal greeting.
• A clear value proposition.
• A single, specific call-to-action.
• An easy, obvious opt-out option.

Example: "Hi [Name]! Your [Product] ships tomorrow. Track your order here: [link]. Questions? Just reply HELP. To opt out, reply STOP."

Reusable Snippet/Template:

[Greeting], [Customer Name]! Thanks for being a [Brand] customer. Here's 10% off your next purchase: [Discount Code]. Visit [Link] to redeem. Reply STOP to opt out.

Step 4: Set Up Triggers and Timing

Common triggers for SMS workflows include:

• Form submissions on your website.
• Completed purchases.
• Specific dates or anniversaries.
• Certain website behaviours (e.g., browsing a particular product).
• Email engagement (or a distinct lack thereof).
• Changes in CRM status.

When considering timing:

• For B2B audiences, stick to business hours.
• For B2C, evenings and weekends often work well.
• Always avoid early mornings and late nights unless absolutely necessary.
• Test sending times with time zone awareness if you serve national or international markets.

Step 5: Test and Launch

Start small and build confidence. Pick one workflow, test it thoroughly with a small segment of your audience, measure the results, and then optimise it before expanding to a wider audience.

Ringover's intuitive workflow automation features make it straightforward to track performance and make adjustments without needing deep technical expertise.

SMS Workflow Best Practices and Compliance

Getting your strategy right is only half the battle. Adhering to compliance rules and best practices is crucial for protecting your reputation and ensuring your messages actually get delivered.

SMS Compliance Checklist

• Explicit Consent: Have I obtained clear, documented opt-in consent for every subscriber?
• Opt-Out Option: Does every message clearly state how to opt out (e.g., "Reply STOP")?
• Instant Unsubscribe: Are opt-outs processed immediately and efficiently?
• Time Restrictions: Am I avoiding sending promotional messages during restricted hours (e.g., 9 p.m. to 8 a.m. local time)?
• Privacy Policy: Is my privacy policy easily accessible and compliant with data protection laws?
• Clear Sender ID: Am I using a recognisable sender ID (e.g., company name or dedicated number)?

Legal Requirements

• Consent is everything: Never send promotional SMS messages without explicit, clear opt-in permission from the recipient. This is especially crucial under regulations such as the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR), which mandate clear consent. "Opt-out" isn't enough – you need documented consent upfront.
• Include opt-out options: Every single message you send must include clear and easy unsubscribe instructions. "Reply STOP to unsubscribe" is a widely recognised and legally compliant standard.
• Honour opt-outs immediately: Remove unsubscribed numbers from all future campaigns promptly, ideally within 10 business days (though sooner is always better!).
• Time restrictions: Avoid sending promotional texts between 9 p.m. and 8 a.m. local time unless the customer has explicitly requested communications during these hours.

Technical Best Practices

• Use short codes or dedicated numbers: Relying on shared numbers can unfortunately, damage your deliverability if other users violate best practices.
• Monitor sender reputation: Mobile network operators (such as Vodafone, EE, O2 in the UK) track complaint rates, spam reports, and engagement metrics. A poor reputation means your messages might not even reach their intended recipients.
• Keep databases clean: Regularly remove inactive numbers, honour suppression lists, and segment your engaged contacts from those who are no longer active.
• Test across carriers: Different network providers can sometimes handle messages slightly differently. Always test your workflows across the major carriers relevant to your audience.

Content Guidelines

• Be valuable, not just salesy: Every message you send should provide clear value to the recipient. Promotional messages are fine, but balance them with helpful content or exclusive offers.
• Respect frequency preferences: While 58% of consumers believe SMS is the most effective brand communication method [2], this is only true when they're not feeling overwhelmed. Test to find the right frequency for your audience.
• Maintain brand voice: Consistency across all your omnichannel communication touchpoints helps build trust and recognition with your audience.
• Use clear, actionable language: Avoid jargon, unnecessary abbreviations, or confusing instructions. Get straight to the point.

Optimize Your Outreach with Ringover

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Advanced SMS Workflow Features

Once you've mastered the basics, integrating advanced features can dramatically improve your results and boost efficiency even further.

Dynamic Content and Personalisation

• Merge fields: Automatically insert names, locations, purchase history, or any other relevant CRM data directly into your messages.
• Conditional logic: Send different messages based on specific customer segments, their behaviours, or stated preferences.
• Product recommendations: Use AI sales tools to suggest relevant products based on their browsing or purchase history.

Multi-channel Integration

An omnichannel contact centre software like Ringover allows you to create customised and effective multichannel communication campaigns.

• Email + SMS sequences: Combine both channels for maximum impact. Use email for detailed information, and SMS for urgent updates and timely reminders.
• Social media synchronisation: Trigger SMS follow-ups based on interactions your customers have on social media or their engagement with specific ads.
• Voice integration: Ringover's comprehensive VoIP software allows you to seamlessly move between SMS, unlimited voice calls, and email based on customer preferences and their response patterns, creating a truly unified communication experience.

AI-Powered Optimisation

• Send time optimisation: AI can analyse when each contact is most likely to engage with your messages and then schedule messages accordingly, increasing open and click rates.
• Content optimisation: Machine learning can identify which message variations and phrasings perform best for different customer segments, helping you refine your messaging over time.
• Predictive triggers: Advanced AI can even predict when customers are most likely to need specific products or services, enabling proactive, highly relevant outreach.

Optimise Your Outreach with Empower by Ringover

• Leveraging the power of AI can elevate your communication strategy, especially when combined with SMS workflows. Empower by Ringover, a conversational AI software, brings a new dimension to understanding and optimising customer interactions.
• AI-powered insights: Gain a deeper understanding of customer sentiment and intent from conversation transcriptions and summaries which can inform your SMS messaging strategy.
• Enhanced personalisation: Use AI to segment audiences more accurately and tailor SMS content that truly resonates.
• Efficiency gains: Automate elements of your communication analysis, freeing up your team to focus on strategic SMS campaign development.

Advanced Reporting and Analytics

Go beyond basic open and click rates by tracking metrics that truly matter for business growth:

• Revenue attribution: Measure the direct sales impact from each individual workflow.
• Customer lifetime value: Understand how SMS automation specifically affects the long-term relationships you build with your customers.
• Cost per acquisition: Calculate the true return on investment (ROI), including platform costs and your team's time investment.
• Engagement scoring: Identify your most responsive and valuable contacts for VIP treatment or targeted campaigns.

Choosing the Right SMS Workflow Solution

When it comes to SMS workflow automation, there's no one-size-fits-all answer. Your perfect solution depends on your business's unique needs, scale, and existing tech stack.

Choose Ringover if…

• You're looking for an all-in-one communication platform that goes beyond just SMS, including a VoIP phone, email, and advanced analytics.
• You need seamless integration with your existing CRM to ensure your SMS campaigns are highly personalised and data-driven.
• You want to leverage AI capabilities and analytics, like those offered by Empower by Ringover, to gain deeper insights and optimise your communication strategies.
• You appreciate a user-friendly interface that makes setting up and managing complex workflows straightforward, even without extensive technical knowledge.
• You require a scalable solution that can grow with your business, from simple campaigns to sophisticated, multi-channel customer journeys.

Measuring SMS Workflow Success

You simply can't improve what you don't measure. Here's how to track the metrics that genuinely matter for sustainable business growth.

Primary Success Metrics

• Conversion rate: This is the percentage of recipients who complete your desired action. It's your North Star metric–everything else you do supports this number.
• Revenue per message: Calculate the total revenue generated divided by the total number of messages sent. This helps you optimise for profit, not just engagement.
• Customer lifetime value impact: Compare the CLV for contacts engaged in your SMS workflows versus those who aren't. The difference clearly shows the true value of your automation efforts.
• Time to conversion: How long does it take from the first message to a completed purchase or action? Shorter cycles indicate more efficient workflows.

Secondary Engagement Metrics

• Response rate: Particularly important for two-way conversations. A high response rate suggests your content is relevant and valuable.
• Forward/share rate: When recipients share your messages, it's a strong indicator that you've created something truly valuable and engaging.
• List growth rate: Organic list growth suggests your content strategy is effectively attracting the right audience.
• Complaint rate: Aim to keep this below 0.1% to maintain excellent relationships with network providers.

Operational Efficiency Metrics

• Time saved: Calculate the hours no longer spent on manual messaging tasks–this can be substantial!
• Cost per lead: Compare SMS acquisition costs to other channels like paid advertising or direct mail.
• Support ticket reduction: Well-designed workflows can proactively answer common questions and prevent issues, reducing the burden on your support team.
• Team productivity increase: Measure how automation frees up your team to focus on higher-value activities and strategic initiatives.

Common SMS Workflow Mistakes to Avoid

Learning from others' mistakes can save you significant time, money, and protect your brand's reputation. Here are some common pitfalls that can trip up even experienced marketers.

Over-messaging Your Audience

• The mistake: Sending daily promotional messages under the assumption that "more is better."
• The reality: While SMS is highly effective, it's best reserved for urgent, high-value communications.
• The fix: Use SMS primarily for time-sensitive offers, crucial updates, and genuinely personalised recommendations. Save broader promotional content for your email campaigns.

Generic, One-Size-Fits-All Messages

• The mistake: Creating single workflows that are intended for your entire audience.
• The reality: A brand new customer needs entirely different information and messages compared to someone who's been a loyal buyer for years.
• The fix: Segment your workflows intelligently based on customer lifecycle stage, purchase history, engagement level, and their expressed preferences.

Ignoring the Mobile Experience

• The mistake: Linking to desktop-optimised pages or complex, fiddly forms in your SMS messages.
• The reality: By definition, 100% of SMS recipients are viewing your messages on mobile devices.
• The fix: Every single linked page must load quickly, be easy to navigate, and function perfectly on smartphones. Always test your links on various mobile devices.

Final Thoughts: Automate for Smarter Connections

SMS workflow automation isn't just a trend; it's a fundamental shift in how businesses connect with their customers. By embracing these smart, automated strategies, you're not just saving time–you're building stronger relationships, driving consistent engagement, and ultimately, boosting your bottom line.

With Ringover, you have a powerful, intuitive platform that makes implementing these strategies simpler than you might imagine. Ringover, bolstered by the AI capabilities of Empower, helps you gain deeper insights into customer interactions and refine your communication strategies, making every message count. Imagine reclaiming hours in your day, knowing your customers are always getting the right message at the right time. That's the power of smart automation with Ringover.

Transform your customer communications with Ringover. Explore how Ringover can revolutionise your SMS communications today. It's time to stop chasing your tail and start automating your success. Start your free Ringover trial today!

SMS Workflow FAQ

What is the process of SMS?

The process of SMS (Short Message Service) involves creating, sending, and delivering text messages over mobile networks. In marketing, this process is automated through platforms that schedule messages, personalise content, and track performance, making it easy to engage customers at scale.

Is SMS a 98% open rate?

Yes, SMS is widely reported to have open rates of around 98%, significantly higher than email. This makes it one of the most effective channels for ensuring your messages are seen. The immediacy of text messages is why businesses increasingly include SMS in their customer engagement strategies.

What is a workflow message?

A workflow message is an automated communication triggered by specific customer actions or time-based events. For example, a welcome SMS sent after someone signs up for a service, or a reminder message sent 24 hours before an appointment. Workflow messages help businesses stay consistent and relevant without manual effort.

How to write an SMS step by step?

1. Define the goal: Decide if your SMS is meant to inform, remind, or encourage action.
2. Know your audience: Segment contacts to make messages relevant.
3. Keep it concise: Aim for 160 characters or less.
4. Use a clear call to action (CTA): Tell the recipient what to do next (e.g. “Click the link” or “Reply YES”).
5. Add personalisation: Include names or order details for a human touch.
6. Test and optimise: Send test messages, measure engagement, and refine your workflow over time.

Citations

• [1]https://bmmagazine.co.uk/business/uk-marketing-in-2025-is-sms-making-a-comeback
• [2]https://99firms.com/blog/sms-marketing-stats
• [3]https://emailaudience.com/sms-marketing-statistics

Published on September 25, 2025.