A sequence is more than one message sent over time for the same thing. A reminder a week before, another the day before and a final one on the morning is a sequence rather than three separate settings.
Where it helps
- Appointment reminders, where one message is often not enough
- MOT reminders, where people mean to ring and then forget
- Anything with a deadline the customer will otherwise miss
Do not overdo it
Three messages about a haircut is nagging. Two is a reminder. Judge it by what you would want to receive about the same thing.
Vary the channel
A sequence works best when the messages differ. An email a week out and a text the day before feels like two useful nudges. Two identical emails feel like a fault.
Watch the cost
Every step in a sequence on a paid channel multiplies what you spend. A three-step SMS sequence costs three times a single text, for every booking.
Common questions
How many steps should a sequence have?
Two is right for most bookings. Three is worth it only where the customer is likely to forget entirely.
Can I stop a sequence for one customer?
A customer who has asked not to be contacted should be respected. Check their notification preferences and any suppression. Promotional opt-in is on the client record. Stops are under Marketing, then Audiences, then Unsubscribes.
Do sequences apply to marketing?
Marketing goes through Campaigns. Sequences are for the service messages around a booking.
