Guide to Campaign Flows

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We've designed this guide to introduce you to campaign flows, highlight strategies for different campaign types and messaging, and help you understand a campaign flow's overall and message-specific performance.

We recommend that you review this guide before you proceed with creating a campaign flow.


Campaign flows are a versatile way for brands to communicate with their customers and subscribers, and make up the majority of message types sent using Postscript. In 2020, 84% of messages sent via Postscript were campaign messages.

With campaign flows, you can offer a variety of experiences for your customers, whether it's a flash sale or holiday promotion, educational campaign, interactive campaign, or conversational message. You can build this experience out over several messages with delays between each message.

Pairing campaign flows with strategic segmentation allows you to engage different parts of your subscriber base with messages that are more likely to appeal to them and result in high click-through rates, conversion, and overall earnings.

Before we dive into how to create campaigns flows, let's cover some foundational knowledge that will help you craft campaign flows that are both highly effective and unique to your subscriber base and brand.

How Campaigns Work

Campaign flows allow you to send multi-message campaigns to a specific customer segment or your entire subscriber base. With Flow Builder, you can easily visualize and build your flow, add delays between messages, and schedule a start date for sending. 

Campaign Basics

When you create a campaign flow you need, at minimum, five important pieces of information.

  1. Name. Give your campaign a name that helps you identify it from all campaign drafts or sent campaigns. Some shops choose to also include the date of the campaign in the name. It's up to you.
  2. Segment. Your customer segment tells Postscript which subscribers should receive the campaign. This allows you to create targeted product and content campaigns and ensure they reach the right audience.
  3. Messages. Your campaign messages will vary depending on the type of campaign you're sending and where it is in your campaign flow (i.e., the first message will differ from the last). Messages should always incorporate the voice and personality of your brand. You can learn more about different campaign types toward the end of this guide.
  4. Delay. Delays tell Postscript how long to wait before sending the next message in a campaign flow. You have the option to set your delay for a certain number of minutes, hours, or days.
  5. (Coming Soon) Safe Send. Safe Send is an optional feature that, if enabled, prevents you from sending a campaign to any subscriber in your selected segment who received another message from your shop in the last 16 hours (e.g., welcome series automation, abandoned cart automation, another campaign, etc.). With campaign flows, you will be able to enable or disable Safe Send for each message included in the flow.

What to Include in Your Campaign Messages

  1. Include a GIF, image, or product photo. Images and GIFS are a powerful way to showcase a product or delight a subscriber. What you choose will likely depend on the type of campaign you are sending. For example, you might include a product photo or GIF for a product launch or flash sale, whereas you might use an amusing meme GIF or image for a conversational campaign or sale teaser.
  2. Add personalization with message tags. Add dynamic tags such as {first_name} so that the sent message populates with the subscriber's first name. It's a simple and effective way to build rapport and trust with your customers.
  3. Create a sense of urgency. Use your message copy to create a sense of urgency around the cart. Popular examples include Today only!, This offer expires at midnight!, or These products are going fast—get yours before they're gone!
  4. Offer an incentive (optional). You can choose to include an incentive if it makes sense for your brand. For flash sales or promotions, an incentive makes sense, but for a product launch or back in stock campaign, you might hold off on offering a discount. 
  5. Link directly to a product or your store. Add a {shop_link} to your message to make it easy for subscribers to navigate to your shop and complete their purchase.

Sending Campaign Flows

When it comes to creating and sending campaign flows, there are some general best practices that we recommend.

  • Frequency. We recommend you send campaigns twice a week. Campaigns help build relationships and rapport with your subscribers, so it’s important to send with consistency to keep your subscribers engaged.
  • Variety. It's important to vary your campaign type. If you send the same type of campaign each week, it could result in higher unsubscribe rates. Try a flash sale for one campaign, then later in the week, send a campaign that educates your subscribers on your mission or an organization your brand supports.
  • Timing. Later in the day works best for some shops because their subscribers have time to read the message and take action. However, your subscribers could be different. We recommend testing different send times in the beginning and seeing whether certain times of day (or day of the week) perform better. More on understanding those metrics below.

Understanding Campaign Metrics

Metrics, or data, help you understand whether the messages you send are achieving the goals you've set.

For example, with a flash sale campaign, your goal might be to see high conversion rates. This would mean a large number of subscribers who receive the campaign message are clicking the link and completing a purchase.

You can view the performance for your campaign flows on your Flow Builder page. Simply select an activated flow to view overall performance metrics and metrics by a specific message.

Overall Performance Specific Message Performance
  • Total Subscribers. View the total number of subscribers included at the start of the flow.
  • Total Messages Sent. View the overall number of messages sent to subscribers. Since campaign flows contain multiple messages, this number will be higher than your Total Subscribers number.
  • Total Clicks. View the total number of times subscribers clicked a link included in any of the messages included in the flow. 
  • Total Orders. View the number of customers who completed a purchase from a link included in any of the messages included in the flow.
  • Total Earnings. View the total revenue earned due to the campaign flow.

Types of Campaigns

When it comes to campaigns, the options are endless. Below we walk through the strategy of various campaigns and link to articles that give you in-depth assistance in building them out.

Promotional Flash Sale Targeted Follow-Up

Create a Promotional Campaign. Learn why you should create a promotional campaign, the strategies behind creating an effective one, and how you can build one using Flow Builder.

Product Launch Back in Stock New Number

Create a Product Launch Campaign. Learn why you should create a product launch campaign, the strategies behind creating an effective one, and how you can build one using Flow Builder.

Interactive Mystery Non-Transactional

Create an Interactive Campaign. Learn why you should create an interactive campaign, the strategies behind creating an effective one, and how you can build one using Flow Builder.

Extra Resources

  • Fantastic Texts. Need some inspiration? Check out some real-life customers and how they interact with their subscribers using campaigns.
  • Postscript Roots. Level up your SMS skills with our quick walkthrough videos of Postscript features and tools.
  • A/B Testing Your Campaigns. Learn A/B testing best practices and how to create your test groups.
  • 2021 SMS Emoji Trends Report. Learn about the most used and top-trending emojis based on analyzing millions of text messages. 👇 😍 🔥 👉 🎉 ✨ 🛍️ 🎁 🚨😇 💅 🦋 💞 😅 🦅🏌 ☎️ 🍃 ⚾ 👔

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