When you walk into a store and receive qualified service, attention at the right point, helpful staff and benefits that attract the shopper's attention, we can agree that this will be an establishment with more and more loyal customers. For the digital world, this is the role of the communication and flow design ruler.He who is not seen is not remembered. A marketing cliché, isn't it? It may be a hackneyed phrase, but it's not a misconception. For online marketing, being remembered by users is a factor that gives you authority and reliability. And to achieve this goal, you need to go beyond trying to make a sale and invest in winning over and getting closer to this user.
To help you in this process of architecting and applying what is one of the main marketing actions, check out this post for everything you need to know to be successful with your communication ruler, including how the nurture flow is fed! Check out the topics below!
In this text, you will understand:
- What is a communication ruler?
- The benefits of using a communication ruler
- How is your strategy organized?
- Can it really increase conversions? How?
- Ask for an analysis of your conversion rule now!
Happy reading!
What is a communication ruler?
Also known as a relationship ruler, this strategy is based on analyzing information from the buying journey to understand the perfect timing for approaching the user, with the aim of reducing the bounce rate and improving communication between brand and lead.
For many users, the bombardment of unsolicited messages and information can be a nuisance that drives them away from the company. So, with the communication ruler, there is less and less chance of this happening.
The ruler can be applied to different channels, such as:
- Email marketing nurture flow or flowchart;
- SMS;
- Whatsapp or Telegram messages.
Regardless of the channel, ensure legal basis and consent. The GDPR requires valid grounds (e.g. consent) and transparency; the ANPD's Legitimate Interest Guide explains when it is possible to use LI with balancing and opt-out testing. WhatsApp's corporate messaging policy requires prior opt-in for proactive sending, while Telegram Business (2024) has added quick replies and useful automations to its rule.
Benefits of using a communication rule
When carried out properly, this strategy can easily bring short- and long-term benefits to a company. This is because its results are linked to instant actions and, at the same time, to achievements that can be noticed at the end of a period. Its benefits, in addition to flow analysis, include results such as:
- Optimizing the user experience with the brand;
- Bringing previously inactive leads back to the base;
- Increasing the company's revenue through offers and calls;
- Reducing the number of abandoned purchases;
- Advancing the lead through the sales funnel;
- Lead nurturing.
How is your strategy organized?
In order to build an appropriate ruler and align with the strategy what will have the best effect, you need to pay attention to a few points. Below, you'll find the first steps to building your triggers and communication design!
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Understand the profile of your target audience
For a successful ruler, you first need to understand your lead in order to build a solid strategy. For example, if your audience is a fan of social networks but doesn't regularly use email, directing your efforts towards this second platform is a serious mistake that could jeopardize what you have planned.
At this early stage, it's important to have a clear idea of who your persona is and the specifics of what should and shouldn't be done.
Develop appropriate copy
If you say A and the recipient understands B, then there has been a failure in communication, either in terms of the content or the form used. For the communication rule, this is a valuable premise, so it must be given due attention and care before being fired.
With the profile analysis in hand, adapt your copy to be attractive and functional for those who are going to receive this contact.
To preserve the deliverability of the email ruler, align your sends with the new requirements for bulk senders in force since Feb/2024: Gmail and Yahoo require authentication (SPF, DKIM and DMARC), one-click unsubscribe and processing of unsubscribes within 2 days - items that should be included in the design of your messages and in your infrastructure.
Study the right times for triggering
The premise of the communication rule is to know the most appropriate opportunity to get in touch. Therefore, understand which are the key moments to make this approach without overdoing it. For example: if the user completes the shopping cart, but at the time of checkout the average cart abandonment rate is 70.22% (2025), then it's up to the strategy to call them back and persuade them to complete the action.
You can decide between:
- Post-sale messaging to get feedback on the product or service;
- Offering discounts and publicizing promotions;
- Contact on commemorative dates such as birthdays or those aligned with your niche (such as Mother's Day, Father's Day);
- Callbacks to the site;
- Follow-up/update on purchases;
- Welcome message + presentation of communication channels.
When measuring the ruler, don't base decisions solely on opens. Since Apple's Mail Privacy Protection (MPP), part of the 'opens' are masked/precached. Prioritize CTR, conversion and opt-out as key metrics, using opens only as an auxiliary signal.
Can it really increase conversions? How can it?
Undoubtedly, the communication ruler is an element that can positively impact your relationship with leads, enabling a beneficial rapprochement, capable of increasing sales and the possibilities of carrying out word-of-mouth marketing, which attributes authority to the brand. Therefore, creating a good relationship is the best way to build customer loyalty.
Studies show that long-term relationships increase spending per customer. In online fashion retail, a Bain & Company study recorded a 67% increase in average spending in months 31-36 compared to months 0-6 of the relationship, an effect of loyalty sustained by consistent communication.
When this customer is satisfied with the service and receives different types of outreach, they are more likely to help convert and generate leads, simply because it is a quality service.
Ask for an analysis of your lead conversion rule now; it's essential!
Do you realize how important it is to build a strong dialogue based on the right strategic principles? Well, a communication ruler is the ideal tool for you to succeed in keeping your leads in mind in a friendly way.
To make this element of digital marketing increasingly effective, you can count on the Mkt4Edu team, with qualified professionals who have the experience and competence to build the right relationship, according to your needs.
By constructing humanized messages and using automation processes, the content constructed is able to approach and communicate effectively, mainly because it has a process that mixes care with the right message and the precision of delivery at the moment of business opportunity.
Key learnings about the Communication Ruler: The communication (or relationship) ruler organizes contacts along the journey to nurture, convert and build loyalty without bombarding the user. It works across multiple channels (email, SMS, WhatsApp/Telegram) with appropriate copy, the right timing (welcome, cart abandonment, post-sales, key dates) and useful metrics (CTR, conversion, opt-outs - not just opens). To scale with quality, ensure LGPD/opt-in, email authentication (SPF/DKIM/DMARC) and one-click unsubscribe; personalize by persona and moment, and test cadence/subjects. Well implemented, it reduces rejection, reactivates inactive leads, increases revenue and retention and strengthens word of mouth. If necessary, ask for an analysis of your ruler to identify message, segmentation and deliverability gaps.
Using the right technologies and tools, our team offers all the attributes you need to make your relationship with leads a success. Would you like to find out more and request an analysis of your communication ruler to understand what can be implemented or improved? Get in touch with our team now!
Communication Rule: how to structure and increase conversions in digital marketing
What is a communication ruler?
Also known as a relationship ruler, it organizes contacts along the journey to approach the user at the ideal moment. The focus is on reducing rejection and increasing engagement, using channels such as email marketing (automated flows), SMS and WhatsApp/Telegram - always on a legal basis and opt-in in accordance with the LGPD.
What are the benefits of using the communication ruler?
It improves the experience with the brand, reactivates inactive leads, increases revenue with targeted offers, reduces drop-outs, accelerates progress in the funnel and supports continuous nurturing with useful and personalized messages.
How do you organize a communication ruler strategy?
Map journeys and personas, define objectives by stage (welcome, nurturing, conversion, post-sale), choose channels and cadence, route messages and CTAs, and automate triggers with segmentation rules, A/B tests and clear metrics.
How do you understand the profile of your target audience?
Validate personas with data (GA4, CRM, surveys), identify channel habits (email vs. WhatsApp), barriers and motivations. Adjust tone, frequency and offers to the user's stage of awareness and moment.
How do I write the right copy?
Be clear, specific and value-oriented. Use a strong subject/hook, promise + benefit, social proof and a single CTA per message. Ensure deliverability: SPF, DKIM, DMARC, 1-click unsubscribe and opt-out processing within 2 days (current provider requirements).
How do you define the best times for triggering?
Trigger by triggers: welcome, abandoned cart, consumed content, inactive trial, renewal, relevant dates and post-purchase. Measure CTR, conversion and opt-out (opens are less reliable due to MPP) to calibrate cadence.
Can it really increase conversions?
Yes. Consistent relationships increase trust, recurrence and tickets. Journeys with relevant follow-ups (e.g. cart reminder + incentive + social proof) tend to recover sales and increase LTV, as well as stimulating referrals.
Why is it important to request a conversion rule analysis?
The audit identifies gaps in segmentation, cadence, copy and deliverability. The diagnosis guides quick wins (subjects, CTAs, time between touches) and structural projects (data, automation, playbooks) to scale results with legal certainty.
Key learnings about the communication ruler
The communication ruler orchestrates useful contacts throughout the journey, combining timing, personalization and business metrics. To scale, ensure GDPR/opt-in, email authentication and simple unsubscribing; test messages and frequency; prioritize CTR, conversion and opt-out. Well implemented, it reduces rejection, reactivates leads, increases revenue and builds loyalty.
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