Email, SMS, and WhatsApp: the complete community guide
Mariana Lopes · 2026-10-07
Table of contents
1. abandoned cart and COD form recovery
2. COD post-purchase messaging that reduces returns
3. e-commerce email sequence
4. WhatsApp business API vs. regular number
5. LTV in COD: measuring customer value
6. SMS: conversion and recovery strategies
7. common SMS campaign mistakes
8. final checklist
1. abandoned cart and COD form recovery
Recovering abandoned carts and COD forms is crucial for increasing conversions. Here are the steps:
- 1st Action - Email: Send an email within 1 hour of abandonment. Average open rate: 40%.
- 2nd Action - SMS: If there’s no response, send an SMS 24 hours later. Average response rate: 20%.
- 3rd Action - WhatsApp: If there’s still no response, call or send a WhatsApp message 48 hours after abandonment. Conversion rate: 15%.
Decision Rule: If the customer doesn’t respond to the SMS, use WhatsApp.
Common Mistake: Not personalizing your messages. This lowers your conversion rate.
2. COD post-purchase messaging that reduces returns
Post-purchase communication is essential for reducing returns. Follow this flow:
- 1st Message - Thank You: Send a thank-you email immediately after the purchase.
- 2nd Message - Shipping Confirmation: Send an SMS with the tracking number as soon as the order ships.
- 3rd Message - Delivery Confirmation: Notify the customer via WhatsApp when the order is delivered.
Decision Rule: If the customer doesn’t confirm delivery within 3 days, send a follow-up message.
Common Mistake: Ignoring customer feedback after delivery.
3. e-commerce email sequence
A well-structured email sequence can increase repeat purchase rates. Consider these 7 emails:
- Welcome: For new customers, with a discount coupon.
- Order Confirmation: Order details and estimated delivery time.
- Usage Tips: Suggestions for how to use the product they purchased.
- Feedback: Request a product review.
- Repurchase: Reminder to buy again after 30 days.
- Exclusive Promotion: Special offers for customers who’ve already purchased.
- Loyalty: Points or rewards program.
Common Mistake: Not segmenting your email list.
4. WhatsApp business API vs. regular number
Choosing between the WhatsApp Business API and a regular number depends on message volume:
- Cost: The API generally has fixed costs and charges per message sent. A regular number is free, but limited.
- Blocking: The API is less likely to get blocked since it’s more professional.
- When to Migrate: If you send more than 1,000 messages per month, consider the API.
Common Mistake: Using a regular number for large-scale marketing campaigns.
5. LTV in COD: measuring customer value
Calculating LTV (Lifetime Value) is essential:
- Formula: LTV = (Average Order Value) x (Purchase Frequency) x (Retention Time).
- 90-day metric: Evaluate repeat purchases in the first 90 days, focusing on customers who purchased more than once.
Common Mistake: Not factoring acquisition costs into the formula.
6. SMS: conversion and recovery strategies
SMS is still an effective tool. Here are some rates by country and strategies:
- Conversion Rate: Brazil: 45%, US: 30%, Europe: 25%.
- Strategies:
- Limited-time offers.
- Abandoned cart reminders.
- Repurchase promotions.
Common Mistake: Sending messages that are too long. Keep them short and direct.
7. common SMS campaign mistakes
Avoid these mistakes:
- Lack of Segmentation: Sending generic messages to your entire list.
- Excessive Frequency: Bombarding customers with messages.
- No CTA: Not including a clear call to action.
Final checklist
- Define your communication strategy (Email, SMS, WhatsApp).
- Create an abandoned cart recovery flow.
- Set up a post-purchase process.
- Develop an email sequence to drive repeat purchases.
- Consider switching to the WhatsApp Business API if needed.
- Calculate LTV correctly.
- Implement SMS strategies.
- Monitor conversion rates by channel.
- Avoid common campaign mistakes.
- Test and adjust your messages regularly.
What was your cart recovery rate last month?