The pattern that delivers a multi-stage sequence of messages over a defined cadence, with variation in content and channel at each stage and exit conditions for conversion, opt-out, or fatigue. The bones of cart abandonment, onboarding, win-back, and most lifecycle campaigns. Underdocumented as a pattern because everyone considers it obvious, which is exactly why implementations diverge wildly across teams.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Recover the buy-online-pickup-in-store orders that the customer placed and never collected, with the cross-system identity and the in-store inventory signal that the recovery has to coordinate around
Follow up with shoppers who viewed products but never added to cart, filtering out the low-intent browsers so the sequence does not dilute itself
Recover the abandon that happened on the phone and the purchase that continues on the laptop, as one customer rather than two
Surface adjacent products in the rhythm of how the original item is actually used, instead of dumping every cross-sell into one email
Advance the onboarding sequence on what the user actually did in the product, not on a fixed timer that ignores their progress
Vary the renewal sequence and the incentive depth by predicted churn risk, instead of running the same series for every renewing customer
Match the content sequencing to the long consideration cycle the traveller is actually on, with the price-sensitive decision moment at the end where the booking either happens or moves to a competitor
A three-message email sequence triggered by abandonment, gated by consent and channel eligibility