Map the journey first
Choose a specific moment where timely information helps a customer, such as an onboarding step or requested update. Write down the trigger, audience, message, timing and intended next step.
Avoid sending messages simply because a system can. Each communication should have a clear purpose and appropriate frequency.
Respect consent and preferences
Confirm that the person has permissioned the relevant channel and that the message fits the stated purpose. Provide required sender identification and a straightforward way to manage preferences or opt out.
Follow the applicable laws and platform policies for the markets and tools involved. Keep a record of consent and honour changes across connected systems.
Test safeguards and failures
Test entry conditions, exclusions, message links, timing, time zones, duplicate prevention and what happens when an integration fails. Use test contacts before activating a flow.
Monitor delivery, complaints, opt-outs and downstream outcomes. Pause or revise a flow if the content becomes inaccurate or the audience response indicates a problem.