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There’s a time and place for every messaging channel: SMS, push notifications, email, in-app messages, and more. These channels add up to more than the sum of their parts.

It’s important to view user communication as a holistic entity. It's not only the message that matters to the end user, but also the ability to communicate with them on channels they prefer. In the real world, there’s no such thing as a person who exclusively uses email or exclusively opens push notifications. We all opt for different channels at different times, and businesses should start doing the same.

Throughout the customer lifecycle journey, there are times when marketers can benefit from push, and there are times when outreach campaigns deliver better results using SMS. Only by understanding the relative strengths and weaknesses of each channel can mobile teams optimize their campaigns. This post outlines the scenarios when it’s best to leverage SMS and when it’s best to lean on push.

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