Channel Orchestration
Part of Lifecycle content mapping
Keeping stage-specific offers consistent across channels
Use one approved offer record to align eligibility, benefits, exclusions and expiry across messages, landing pages and checkout.
Approve one set of terms before adapting an offer for email, SMS, in-product messages and landing pages. Each channel may use different wording, but every variant must state the same eligibility, benefit, exclusions and end condition. Check the destination and checkout experience, not only the message.
Key Regulatory Requirements for Offers in Australia
- ACC C – False or misleading claims
- All claims must be accurate and substantiated.
- ACC C – Price displays
- Prices must be clear and include all charges including GST.
- ACMA – Spam prevention
- Do not send unsolicited commercial messages without consent.
Create an offer record before writing variants
Record the approved benefit, eligible customer state, product or plan, geographic scope, start and end conditions, exclusions, redemption path and owner for every offer. Include the price or discount basis where relevant. If a field is unsettled, a channel team must not fill it from memory.
Suppose a hypothetical service offers 'setup assistance for eligible new accounts'. An email may explain the help in a paragraph, while an in-product card may need a short label. Both must share the same definition of a new account and the same available assistance. If access is limited by location or plan, short copy must not imply broader eligibility.
Compare the full customer path
| Surface | Consistency question |
|---|---|
| Message | Does the headline describe the approved benefit and important limits? |
| Destination | Are the same terms clear before the customer acts? |
| Account or checkout | Do eligibility and the resulting charge or benefit match the promise? |
| Follow-up | Does confirmation describe what was actually applied? |
Check price and benefit claims against the approved offer record. Compare the landing page and checkout experience using the same eligibility, benefit, exclusions and end condition.
Control changes and expiry
Give each channel variant an offer identifier and approved version to reference. When a term changes, list affected messages, destinations and scheduled sends. Replace or stop old versions before the new terms take effect. A shared content block may help distribute a description, but it does not establish that every placement is linked or that checkout uses the same terms.
At dispatch, check that the recipient still meets the offer's stated eligibility and that the offer remains available. A customer who moved to another plan should not receive wording reserved for new accounts. If eligibility data is uncertain, hold the specific claim for review.
Test customer paths where the customer is on a different plan, has recently changed plan, or the offer expires during a send delay.
