Email & SMS

Automated lifecycle campaigns. Status: mostly unbuilt. This is our biggest untapped revenue lever.

Current state

• Transactional emails (order confirmation, eSIM delivery) — yes, via Shopify
• Welcome series — no
• Abandoned cart — no
• Post-purchase — no
• Re-engagement — no
• SMS — not yet set up

Platform choice (pending)

Options:

• Klaviyo — industry standard, expensive but integrates tightly with Shopify, strong segmentation
• Mailchimp — cheaper, lower ceiling
• Shopify Email — free-ish, basic

Recommended: Klaviyo. The segmentation and automation are worth the cost at our volume. ADR pending.

Priority flows to build

1. Welcome series (highest ROI)

Triggered when someone signs up for newsletter or makes first purchase. 3 emails over 7 days.

• Day 0: Welcome + best-sellers guide (driven by destination they searched)
• Day 3: Education — how eSIM works, device compatibility
• Day 7: Soft offer / testimonial

2. Abandoned cart

30-minute delay, then:

• Email 1: Simple “Your cart is waiting” + product image
• Email 2 (24 hours): “Still thinking about it?” — social proof
• Email 3 (72 hours): “Your cart will expire” + small incentive

3. Post-purchase sequence

• T+1 day: Activation tips + “here’s what to do when you land”
• T+10 days (assume trip is ending): Review request
• T+30 days: “Planning your next trip?” with relevant destination products

4. Re-engagement (after 90 days of inactivity)

Single email: “We miss you” + top offer. If no action in 30 days, remove from active list.

SMS

SMS is high-cost per message but high open rate. Reserve for:

• Order confirmation (one per purchase)
• Delivery alert (one per purchase, if physical SIM)
• Abandonment recovery (one, after email has failed)

Never SMS for marketing. Too intrusive, hurts trust.

Compliance

• GDPR: explicit opt-in for EU customers, unsubscribe link in every marketing email
• Australian Spam Act: consent + identification + unsubscribe
• CAN-SPAM: physical mailing address in footer, truthful subject lines
• Honor unsubscribes within 10 days
• Never scrape/buy email lists

Measurement

Per flow:

• Open rate
• Click rate
• Revenue per recipient
• Unsubscribe rate

Review monthly in the business review.