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      How to Send Effective Campaign Messages

      This article explains how build and send high-performing SMS campaigns with Vori

      Table of Contents 

      Introduction 

      Text message marketing is a powerful way to connect with your most loyal shoppers. This guide walks you through the built-in campaigns available in Vori, tips for writing effective custom messages, and best practices for sending, tracking, and optimizing your SMS campaigns.

      Campaign Types 

      Vori offers four built-in preset campaigns and the ability to create custom campaigns.

      Each campaign type serves a different purpose and can perform well when set up thoughtfully. Preset campaigns help you automate core touchpoints, while custom campaigns allow you to promote events or specials.

      Shoppers are more likely to increase their basket size when they receive and use a coupon—so including a clear offer is key to driving results.

      For more details on setting up different types of campaigns in Vori, check out this article.

      Preset Campaigns

      Below are the different types of campaigns you can create in Vori.

      ✏️ Note - Each preset campaign message includes the placeholder {{store.name}} which automatically pulls in your store’s name. To ensure your store name displays correctly in automated messages, don’t edit or remove the placeholder text.For more information, check out this article. 

      1. Welcome Message

      Triggered automatically when someone joins your loyalty program.

      Example:

      ✨ Thanks for signing up for the {{store.name}} loyalty program! We send occasional exclusive offers to our members. To say thank you for signing up, we'd like to give you a $5 off coupon you can use on your next visit. 💞

      If you don’t want to receive messages, simply reply STOP to opt-out. Standard message and data rates apply.

      See you soon!

      Best Practice: Turn this message on as soon as you launch your loyalty program. It's your first chance to engage a shopper via text—make it count! Include a small welcome offer to encourage an immediate visit and let them know they’ll continue receiving exclusive deals.
      Offer idea: $5 off your next visit, expires in 10 days.

      2. Explore the Store

      This campaign encourages loyalty shoppers to explore more of your store and increase their basket size.

      💡 Tip - Vori’s marketing AI sends personalized coupons a few times per year to select loyalty members. Each coupon includes a minimum spend amount slightly above the shopper’s typical basket size—motivating them to spend more on their next visit.

      You control:

      • Discount amount- (5%, 10%, or 15%)

      • Frequency- (2, 4, or 6 times per year)

      • Coupon duration- (number of days the offer is valid)


      Example:

      Hey from {{store.name}} 👋 We’d really like you to check out more of what our store has to offer, so here's a discount to help. Show this coupon to the cashier for extra savings. We hope to see you soon!

      Reply STOP to opt-out.

      Best Practice: Keep the message short, friendly, and focused on the value of discovering more during their next visit. 

      Example Offer: 4 times per year, customers with an average basket of $33.00 will receive a coupon for $4.00 off when they spend $40.00 or more valid for 7 days.

      3. Come Back

      Offer shoppers who haven't visited the store in a while an incentive to come back. 

      Example:

      Long time no see! We miss you at {{store.name}}

      Here’s a coupon to save on your next visit. Show this message at checkout—we’d love to see you soon!

      Reply STOP to opt-out.

      Best Practice: Keep the tone warm and casual. Include a sense of urgency by setting a short coupon expiration.
      Offer Idea: $5 off on $35, valid for 7-10 days to capture the customer's weekly shopping window. 

      💡Tip- Vori recommends sending this campaign when a customer hasn't shopped in 10-14 days, but the timing of the message is customizable. 

      4. Anniversary

      Thank shoppers on their anniversary of joining the program.

      Example:

      🎉 Happy Anniversary! You’ve been a loyalty member at {{store.name}} for {{shopper.account_age_years}} now. Show this message at checkout for a little something from us to say thanks!

      Reply STOP to opt-out.

      Best Practice: Celebrate the milestone, reinforce their loyalty, and thank them for being part of the store’s community.
      Offer Idea:  Free treat, $5 coupon, or 10% off on $100. 

      Custom Campaigns

      These are messages you can create for any purpose—and perform best when they’re tied to a season, event, promotion, or community building.

      Below are examples of custom campaigns you can send your customers. 

      🎓 Graduation Weekend

      🎓 Graduation Alert! 🎓 10% OFF this weekend at {{store.name}}

      Grab grill meats, party snacks & gifts for your grads. Show this message for 10% OFF. See you soon!

      Reply STOP to opt-out.

      🇺🇸 Holiday Weekend Special

      🇺🇸 Long Weekend Deal 🇺🇸 at {{store.name}}

      Stock up & save with $5 OFF $25—valid this Friday–Monday only! Show this at checkout.

      Reply STOP to opt-out.

      ✏️ Back-to-School

      ✏️ Back-to-School Special! 🍎 at {{store.name}}  
      Treat the kids (and yourself). 

      Spend $20, get $5 OFF—today through Sunday. Show this text at checkout!

      Reply STOP to opt-out.

      📆 Monthly Coupon Perk

      💸 Your monthly loyalty perk is here! $3 OFF your next $25+ purchase at {{store.name}}

      Show this message in-store before Sunday.

      Reply STOP to opt-out.

      ☔ Rainy Day Deal

      ☔ Rainy Day = Shopping Day! ☔ Enjoy $5 OFF $25+ today only at {{store.name}}

      Cozy up with your favorite snacks. Show this message at checkout.

      Reply STOP to opt-out.

      ✏️ Note - When you attach a coupon to a campaign message, you don’t need to include the offer details in the message itself. Vori will automatically add the coupon information to the text for you.

      Best Practices for Sending Campaigns

      • Include your store’s name in every message so shoppers know exactly who the message is from.
      • Include opt-out instructions in every message.
      • Include an offer/coupon; give shoppers a clear reason to visit your store now, making your message more actionable and increasing the likelihood of a return trip.
      • Limit frequency; send 1 message per week max.
      • Use emojis sparingly to add personality.
      • Avoid long blocks of text; keep it short, scannable, and punchy.
      • Avoid mentioning alcohol or regulated items (tobacco, CBD, etc.).
      • Send promos at ideal times; send messages between 9 a.m. and 12 p.m., or 5 p.m. and 9 p.m. on weekdays, and between 10 a.m. and 12 p.m. on weekends.
      • Send campaigns on specific days; messages sent on Thursdays, Fridays, and Saturdays tend to yield higher conversion rates.

      💡 Tip - Keep your message under 300 characters for a better open and redemption rate.

      How to Write a Message Shoppers Love

      Formula:

      1. Hook – Emoji + short attention grabber.

      2. Offer – Clear discount or perk.

      3. Call to action – What to do (e.g., “Show this at checkout”).

      4. Opt-out – "Reply STOP to opt-out."

      ⚠️ Caution - Include “Reply STOP to opt out” in every message. This keeps your texts SMS-compliant and ensures customers know how to unsubscribe if they choose.

      How to Structure Effective Offers

      SMS campaigns work best when there’s a clear incentive—like a coupon or a time-sensitive deal. But the goal isn’t just to drive traffic. It’s to drive profitable traffic.

      Your offer should be compelling enough to attract shoppers without sacrificing too much margin.

      Understanding Offer Impact

      Even small discounts can motivate shoppers to visit your store—but it’s important to choose offers that also protect your margins.

      Let’s say your average basket size is $35, with a profit margin of 40% (meaning you typically make $14 per sale).

      Here’s how different offer types can impact your bottom line:

      Avg. Basket Offer Value Discount Amount New Sales Price New Profit New Margin
      $35 $3 OFF $3 $32 $11 34.4%
      $35 $5 OFF $5 $30 $9 30%
      $35 10% OFF $1.75 $33.25 $11.25 33.8%
      $35 15% OFF $3.50 $31.50 $10.50 33.3%

      ✏️ Note - Percent-off discounts scale with basket size—great for higher-margin or high-spend categories. Dollar-off offers are more predictable and easier to control.

      Use this chart as a general guide to help align your campaign goals with your margins. The right offer depends on your business strategy—some grocers use stronger offers during peak times (like weekends or holidays) and smaller nudges to keep shoppers engaged year-round.

      Suggested Offers to Start With

      • $3 OFF $25 — small nudge with minimal margin impact.

      • $5 OFF $50 — great for weekend or holiday promos.

      • 5% OFF total purchase - with a minimum basket size set.  

      Coupon Planning Tips

      • Use your average basket size to guide your offer amount. You can find that under-reporting in the Back Office. 

      • Consider tying offers to categories with higher margins (e.g. produce, bakery).

      • Set short expiration windows to drive urgency.

      • Be consistent—shoppers will start looking out for your best deals.

      💡 Tip - Test smaller offers like $3 off $25 or $5 off $50 to protect your margins and still drive action.

      Message Costs

      • Standard (SMS): $0.01 per message.
      • With coupon (MMS): $0.03 per message.

      Vori bills quarterly based on how many messages are sent.

      How to Track Campaign Success

      Every message is tracked in Vori by navigating to the Campaign Reports in the back office.

      After a campaign goes out, you can view:

      • Coupon usage by campaign type. 

      • Average basket by campaign type. 

      • Net sales by campaign type. 

      • A more detailed breakdown of each campaign, including average basket size, number of people who came in, and how much your customers spent on each campaign. 

      Use this data to fine-tune your message timing, coupons, and frequency.