Both Automated Message Groups (AMGs) and Programs send messages without manual intervention, but they operate differently and are designed for different use cases. Understanding which to use depends on whether your automation is time-based or behavior-based.

Automated Message Groups (AMGs)

AMGs are time-based automation tools designed to send messages at specific, consistent times. They run on a fixed schedule you define, ensuring messages are delivered at predictable hours. AMGs are ideal when timing consistency is critical and you require guaranteed delivery at specific times of day.

Programs

Programs are behavior-based automation tools that trigger messages in response to customer actions or database changes — such as form submissions, list joins, or profile updates. Program execution timing can vary depending on system load and trigger frequency, making them less predictable than AMGs.

When to use each

Use AMGs when:

• Messages must be sent at specific hours (for example, 8:00 AM daily)
• Timing consistency is critical
• You require guaranteed daily or recurring sends
• You are sending time-sensitive information that requires precision

Use Programs when:

• Messaging should respond to specific customer behaviors
• Automation needs to trigger based on database changes
• Customer actions should initiate messaging
• You need flexible, event-driven automation

AMG limitations

• Email only: AMGs support email campaigns only. SMS campaigns must be created separately using SMS Campaign Manager.
• Classic Composer required: AMGs work only with the Classic Email Composer. Emails created using the Drag-and-Drop Composer cannot be used, and the Automate button will be disabled.
• Relational Tables supported: Relational table queries can be used as the audience source when creating AMGs.
• Specific trigger times: Exact send times can be configured for AMG-assigned emails.

Combined use cases

If your requirements are both time-specific and behavior-driven — for example, time-specific email sends with SMS delivery — you may need to configure separate automations: AMGs for email and Programs or SMS Campaign Manager for SMS.

For complex configurations or advanced automation strategies, contact the Acoustic Services team for comprehensive implementation support.