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How to use SMS Sequences

Sequences are rules within your SMS campaigns that instruct Gail to use different Text Scripts under different circumstances. For example, you may want Gail to delay certain texts or use an alternate script if a contact’s zip code or tag matches a specific value.

1. Creating a New Sequence

  1. Navigate to Sequences
    • Click on Outreach in the left sidebar.
    • Select the Sequences tab from the top menu.
  2. Create Sequence
    • Click the Create Sequence button.
    • A form will appear where you can define all the Sequence settings.

2. Sequence Settings Overview

When creating or editing a sequence, you’ll see the following fields:

  1. Name
    • A label for your sequence.
    • Purely for reference and has no effect on functionality.
  2. Description
    • An optional explanation of the sequence’s purpose.
    • Also does not affect how it performs.
  3. TimeZone
    • Select the time zone for any schedules within the sequence.
    • This is especially important if you use time-based delays or want SMS messages sent only during certain hours.
  4. Condition
    • Defines what triggers this sequence.
    • Example: You might set a condition to match certain area codes, tags, or custom fields.
  5. Operation
    • The comparison method for your condition (e.g., equals, starts with, ends with).
    • Example: If zip code “equals” 10001…
  6. Value
    • The target string or data you want to compare with your condition.
    • Example: If zip code = 10001, then use a specific text script.

No Conditions?

  • If you do not specify any conditions, your sequence becomes a blanket sequence, meaning it applies to all contacts in the campaign.
  1. Delay
    • The number of minutes Gail should wait before sending the text to a contact who enters the campaign.
    • For example, a 30-minute delay means Gail will wait 30 minutes after the contact is added before sending the SMS.
  2. Script
    • Choose the Text Script you want Gail to send when this sequence’s conditions are met.
    • Note: This does not have to be the same script as the campaign default.

3. Saving and Using Your Sequence

  1. After filling in all required fields, click Save Sequence.
  2. You can create multiple sequences for a single campaign to use different triggers, scripts, or delays depending on contact data.

Tip: Use multiple sequences to personalize SMS flows for different groups (e.g., prospects, clients, or churned customers).

4. Applying Sequences to a Campaign

  1. Campaign Settings
    • When creating or editing a campaign, you can select one or more sequences to apply.
    • If your campaign has multiple sequences, Gail will check each condition and use the corresponding script if a match is found.
  2. Blanket Sequences
    • If you have a blanket sequence (no conditions), it applies to every contact who enters that campaign.

5. Best Practices

  1. Name Your Sequences Clearly
    • Use clear labels (e.g., “Follow-up for Interested Leads”) to stay organized.
  2. Use Targeted Conditions
    • Narrow conditions (e.g., tag = “Webinar”) let you customize SMS scripts more effectively.
  3. Test & Iterate
    • Run a small test campaign to confirm Gail sends the correct text with the correct timing.
  4. Consider Delays Carefully
    • Delays help space out outreach and prevent messages from feeling spammy.
  5. Respect Time Zones
    • Always ensure SMS is sent at appropriate hours for the recipient’s time zone.

Conclusion

Sequences are a powerful way to automate and customize your SMS campaigns in Gail. By setting conditions, operations, delays, and text scripts, you can ensure each contact receives the right message at the right time. With clear sequence names, smart conditions, and thoughtful timing, your SMS campaigns will be more personalized, compliant, and effective.