Drip sequences explained

A drip sequence is a series of messages that go out automatically over days or weeks based on what a customer did — bought, joined, lapsed, or hit a milestone. Here is how to use the ones built in, when to write your own, and the rules we apply to keep them from feeling like spam.

The four built-in sequences

1. Welcome (new customer) — fires the first time a customer opts in. A three-message arc over 14 days: a thank-you on day 0, a story about your shop on day 4, and a small offer or seasonal nudge on day 14. Designed to make their first transaction feel personal, not transactional.
2. Post-purchase — fires the day after every order. Three messages over 21 days: a thank-you within 24 hours, a check-in around day 7, and a related-product mention around day 21. The day-7 check-in disables itself if the customer's already back in the shop.
3. At-risk — fires when a customer who used to buy regularly hasn't bought in 60 days. Two messages over the next 30 days: a gentle "we noticed" at day 60, a soft offer at day 90. The sequence stops the moment they buy again.
4. Birthday — fires once per year on the customer's birthday (if you've collected it). Single message, small acknowledgment. No offer required, but you can add a coupon code if you'd like.

The rules we always enforce

• Cooldown. No automated message goes to a customer who's already received a sequence message in the last 30 days. If a sequence "wants" to fire but the cooldown blocks it, the system silently skips and logs the skip on the customer's engagement history.
• Single-channel. Each sequence picks one channel for each customer — usually email, SMS if they prefer it. We never duplicate a sequence message across both.
• Opt-out is universal. A customer who unsubscribes from one sequence is excluded from all of them, automatically.
• You review before send (optional). By default automation messages send straight through. If you'd rather review every draft before it goes, flip Settings → Automation → Review-before-send and they queue up in your outbox for one-click send.

Authoring your own sequence

Go to Comms → Sequences → New sequence. You pick a trigger (signup, purchase, tag added, days since last purchase, calendar date), a channel, and the message timing. Each step has a Markdown editor with merge fields for {{customer.first_name}}, {{customer.last_purchase_product}}, and {{shop.name}}. Save and the sequence goes live for any future customers who match the trigger.

A common custom sequence: a 30-day "VIP onboarding" for any customer tagged Gold within 60 days of signup. Three messages, written in your voice. Sets the tone for the long-term relationship.

How to know if a sequence is working

Each sequence has its own analytics card under Comms → Sequences: customers entered, customers completed, open rate, click rate, attributed revenue. If a sequence has under 30% open rate sustained over a month, rewrite the first message — that's the one your audience is judging.