Email, SMS, and push notifications aren't interchangeable.
Each channel has unique strengths, optimal timing, and customer expectations. Use them wrong, and you're either annoying customers or missing opportunities.
Use them right, and you create a symphony of touchpoints that guide customers to purchase.
The Channel Hierarchy
Most brands blast the same message across all channels. Big mistake.
Each channel serves different functions in your customer journey:
🎯 Email: The Educator Best for: Detailed product information, stories, social proof Timing: Less time-sensitive, can be consumed later Length: Longer content works well Frequency: 2-5x per week sustainable
🎯 SMS: The Urgency Driver Best for: Time-sensitive offers, shipping updates, cart reminders Timing: Immediate attention required Length: 160 characters max Frequency: 1-2x per week maximum
🎯 Push: The Habit Builder Best for: App engagement, quick actions, personalized recommendations Timing: Based on app usage patterns Length: Short and actionable Frequency: Daily if valuable
Example SMS messaging from Mumu Weddings.
The Smart Channel Strategy
🎯 Abandoned Cart Recovery Hour 1: Push notification (if app user) Hour 4: SMS with urgency Day 2: Email with social proof and benefits Day 7: Email with testimonials and guarantee
🎯 New Product Launch Week -1: Email teaser campaign Launch day: SMS to VIP customers Day 2: Push to app users who haven't seen Week 1: Email to non-purchasers with reviews
🎯 Re-engagement Start: Email with value-first content If no response: SMS with exclusive offer Final attempt: Push (app users) or email with feedback request
An example of an abandoned cart notification.
The Psychology of Channel Preference
Different customers prefer different channels:
High-value customers often prefer email for detailed information
Mobile-first Gen Z responds better to SMS and push
Busy professionals might only engage with urgent SMS
Let customers choose their preferred channels and respect those preferences.
Your cross-channel audit: Are you using each channel for its strengths, or just broadcasting everywhere?
