PhotoDay's marketing historically sent SMS on a fixed 3/5/7/14/30-day schedule regardless of what a buyer has actually done. A parent who spent time favoriting photos and visiting the storefront received the same messages as one who never opened the gallery.
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Responsive Campaigns are targeted SMS messages that address two important drop-off points: gallery visitors who never start a cart and cart starters who don't complete checkout.
Customers who haven't yet accessed their gallery at all remain on the existing standard marketing series unchanged, now referred to as the Inactive Series.
Once a customer becomes active by viewing their gallery after publish, we will track their behavior and branch them out of the Inactive Series into their relevant Responsive Campaigns.
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âPre-Cart Flow
The system checks each active user's status daily and sends the message matching their current state. States are evaluated in order â once a buyer progresses to a later state, earlier messages are no longer sent. Each state supports up to 4 messages.
Customer State | Message direction |
Gallery accessed, no favorites | Re-engage, prompt to favorite |
Favorited, no storefront visit | Pull toward storefront |
Storefront visited, no cart | Nudge to add to cart |
Cart started but incomplete | Prompt to complete |
When a buyer moves to a new state, their message counter resets to Day 1 for their new state. Flow ends at Day 14 of any state with no progression, and there is a maximum 7 total messages per buyer per job (including inactive series).
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Post-Cart Flow
Triggers once a cart is created and ready but check out has not been completed.
Timing | Message intent |
1 hour after last cart activity | "Your cart is waiting" â direct checkout link |
24 hours | Soft re-engagement with support link |
3 days | General urgency |
7 days | Stronger urgency / loss aversion |
14 days | Final push â flow ends |
Customer State: Gallery accessed after publish, no favorites
1+ day in state | 3 days in state | 7 days in state | 14 days in state |
Your %{job_name} photos are live! Start picking your favorite poses. %{job_url} | These are worth keeping. Pick your new favorite photos from %{job_name}: %{job_url} | Other families are already ordering %{job_name} photos. Donât miss out! %{job_url} | Your %{job_name} photos are still waiting! Choose your favorites to start shopping. %{job_url} |
Customer State: Favorited photos, no storefront visit
1+ day in state | 3 days in state | 7 days in state | 14 days in state |
Favorite photos: picked. Now turn them into something special! Shop %{job_name}. %{job_url} | Your favorite %{job_name} photos are saved! See what products are available. %{job_url} | You already did the hard part! Your %{job_name} favorites are saved and the shop is open. %{job_url} | Your favorite %{job_name} photos are chosenâdonât leave them behind. %{job_url} |
Customer State: Storefront visited, no cart started
1+ day in state | 3 days in state | 7 days in state | 14 days in state |
You picked your favs. Now make them yours! Order %{job_name} photos: %{job_url} | You already did the browsingâyour %{job_name} favorites are waiting to be shopped. %{job_url} | These %{job_name} photos are worth ordering! Which products will you pick? %{job_url} | Your favorite %{job_name} photos are saved. Ready to build your order? %{job_url} |
Customer State: Product customization started, cart incomplete
1+ day in state | 3 days in state | 7 days in state | 14 days in state |
Youâre almost done ordering your %{job_name} photos. Pick up where you left off. %{job_url} | The hardest part is overâjust finish customizing your favorite %{job_name} photos to order! %{job_url} | Still working on it? Finish building your cart to order your %{job_name} photos. %{job_url} | Life gets busy. Your %{job_name} order is saved and waiting. Pick back up when youâre ready. %{job_url} |
Customer State: Cart completed, no checkout
1 hour of inactivity | 1+ day in state | 3 days in state | 7 days in state | 14 days in state |
Almost there! Your %{job_name} cart is ready to go. One step left. %{job_url} | Need any help ordering your %{job_name} photos? We made it easy: %{faq_url} â or jump back into your cart: %{job_url} | Your cart is waiting! Finish placing your %{job_name} photo order. %{job_url} | Still thinking it over? Rest easyâwe saved your %{job_name} cart. %{job_url} | Finish ordering %{job_name} photos! Your cart is saved and ready when you are. %{job_url} |