Customer engagement / follow-up
Send follow-up only when it helps the recipient
Post-delivery messaging should support access, explain a relevant next step, or advance a defined customer objective without creating message fatigue.
Separate service from promotion
Access reminders, delivery troubleshooting, and required program notices serve different purposes from promotional communication. Apply the correct content, consent, and stopping conditions to each category.
Use recipient state to avoid noise
Do not send an access reminder after the recipient has already completed that step. Coordinate Shopify campaign communication and reward messages so the customer does not receive overlapping prompts.
- Message purpose
- Recipient state
- Consent basis
- Cadence limit
- Stop condition
Keep the original reward promise intact
Follow-up should not introduce conditions that were absent from the applicable offer terms or imply card capabilities that have not been confirmed for the program.
Digital reward brief
Connect the Shopify purchase to a confident recipient experience.
Bring the customer objective, eligible order concept, delivery expectations, and unresolved program questions.