What actions are

Actions are proactive communications you send from your business to customers: a reminder SMS, a confirmation email, a follow-up sequence. Unlike the voice assistant that answers, actions go out to reach.

Single action vs campaign

• Single action. A send to a specific recipient, often triggered by an event (booking confirmed, call ended, order shipped). You configure it once and it fires automatically.
• Campaign. A bulk send to a list of recipients, scheduled for a purpose (seasonal promotion, survey, important announcement). You plan and measure it.

Available channels

• SMS. Almost guaranteed delivery, immediate read. Ideal for short reminders, urgent confirmations, codes. Cost per message is significant, but worth every cent when it counts.
• Email. Space for structured content, images, links. Ideal for detailed confirmations, newsletters, receipts. Very low cost per send.
• WhatsApp. Covered in detail in the dedicated section. Integrates with campaigns via approved templates.

Principles for effective messages

• One goal per message. Confirm an appointment? Ask for a review? Promote an offer? Never two things together.
• Clear call to action. What should the recipient do after reading? Click, reply, show up, confirm. Tell them.
• Respect their time. No night-time messages. No bombarding. One promotional email a month is worth more than one a week.
• Unsubscribe option. Mandatory for email marketing, common sense for other channels. An easy opt-out increases trust and protects reputation.