In the world of customer engagement, triggered messages are key to fostering lasting connections with your audience. It’s the sweet spot where brands and customers intersect, all balancing on the consent of your audience. Take away this consent, and you lose the ability to communicate with customers about everything, from new item announcements and exclusive offers to highly-anticipated sales.
Communication helps us stay top-of-mind in a digital environment where customer attention is king, but communicating the right way can often be a delicate dance. Overwhelming your audience with a barrage of messages can swiftly backfire, harming your overall marketing efforts and preventing promising relationships with your customers from blossoming.
Learn how Reconnect can help you capture your customers’ attention with personalization at every critical moment.
The consequences of over-communication
Customers often opt into multiple channels throughout their relationship with a brand. Maybe they opted into SMS to unlock a discount, and subsequently signed up for emails to hear about the latest sales. While having multiple ways to reach customers is a good thing, excessive communication can overwhelm them and even lead to a brand’s doomsday scenario: the unsubscribe.
Customers inundated with marketing messages are prone to actions that obstruct future communication with the brand. These actions may include ignoring messages, disabling notifications, revoking push permissions, uninstalling the app, leaving negative reviews, or churning. In fact, 1 in 4 respondents switched brands or didn’t renew a subscription because they received too many emails or SMS messages. Furthermore, over-communicating leads 1 in 2 consumers to miss or ignore phone, email, and SMS communications, leading to decreased open rates. So, how do you make the most of the opportunity your customers have given you to connect with them without losing their trust or interest?
The importance of channel prioritization
One of the most effective ways to reduce over-communication is through channel prioritization. Channel prioritization is the strategic process of assigning different significance levels to various communication channels. This method involves analyzing and understanding recipient preferences, channel strengths, resource allocation, and engagement patterns to build a strategy that maps to the goals of your marketing campaign. When customers have opted into multiple channels, channel prioritization is essential to ensure they aren’t overwhelmed by too many messages.
The ultimate goal is to boost communication efficiency, elevate recipient engagement, and provide a personalized experience by leveraging the channels that resonate best in specific scenarios. In essence, channel prioritization empowers us to send messages where they matter most to customers. There are numerous ways to refine channel prioritization, and choosing the right strategy is just as important as prioritizing in the first place. Finding a personalization provider that offers pre-built strategies can help you launch your multi-channel campaigns quickly so your messages reach the right people at the right time, in the right way.
Choosing the right prioritization strategy
When beginning your channel prioritization journey, multiple dimensions must be considered, including cost, urgency, content capacity, and accessibility. Each theme plays an important role in deciding how best to prioritize within your campaign, and pre-built strategies can help you scale your prioritization efforts quickly and efficiently.
Cost
When integrating cost into your strategy, it’s important first to acknowledge that some channels are less expensive than others. When more than one messaging option is available, and when working against a tight marketing budget, it’s best to prioritize less expensive channels.
To apply this logic, let’s consider a price-drop campaign. Price-drop alerts are typically highly appealing but contain offers that aren’t relevant for very long. SMS and push notifications are immediate channels where messages pop up on the customer’s device; however, push notifications are cheaper. To accommodate for a lower budget, push should be prioritized over SMS.
However, when sending a message that typically has a high ROI, like back-in-stock notifications, you might prefer to prioritize a more costly channel that averages higher click-through rates.
Urgency
Urgency is another factor to consider when creating a campaign. Push notifications and SMS get instant reactions, whereas emails can get more delayed engagement.
Referring back to our price drop campaign, the timeframe included here is shorter than that of other types of campaigns. Because email is considered a slow channel, it would be advantageous to prioritize push or SMS to accommodate the limited relevancy period.
Content Capacity
Content Capacity varies across every channel, and refers to how much content can be included in a single message. Some campaigns require single product focus, with minimal content, and are ideal for “lean” channels like push notifications or SMS. Other campaigns require rich content, as email can offer.
For example, when creating a cart abandonment campaign, it’s preferable to send an email rather than a push notification or SMS message to re-engage a lost customer. Email is highly effective in this scenario because it enables you to remind your customer of the product abandoned in the cart, as well as offer replacements that might be a better fit.
Accessibility
Accessibility refers to the ease with which a customer can revisit a message once they receive it. For example, a push notification is a message that immediately pops up on the customer’s phone, but once they swipe away, that message is irretrievable. Email is a highly effective channel for rich content; however, the competition over customer attention is much more intense than SMS. When sending a message that you want your customer to revisit, it’s best to prioritize SMS first.
Combat over-messaging with Reconnect
To strike the right balance, brands should employ strategies that dictate which channels customers should receive communications on and when. It’s important to send contextually relevant messages, and finding a tool that optimizes and personalizes these communications with ready-made strategies can help maximize the impact across each channel.
The Reconnect app, part of our Engage capability, offers a sophisticated triggering engine that intelligently eliminates unnecessary noise by delivering messages at the right time. Harnessing the power of our A/B tests, you can experiment to uncover the most optimal channels and content for each customer. Dynamic Yield’s personalization capabilities are baked into Reconnect so you can activate customer engagement data and leverage deep learning algorithms that match the right products and content to different audiences based on consumer behavior, product affinities, and cross-device behavior. Crafting and delivering hyper-personal messages to each customer’s unique needs is key to developing a re-engagement program that actually re-engages customers.
Access to pre-built channel prioritization strategies within Reconnect enables you to avoid over-communication, drive conversions, and save time in your workflow. This priority logic incorporated into Reconnect instinctively understands how channels should be prioritized for every campaign, helping you to adapt the ideal multi-channel strategy for each unique use case.
Within Reconnect, you also have the ability to define your own custom strategy. This flexibility gives you the control and freedom to discover and build strategies tailored to your customers and unique business needs.
It’s time to add strategy to channel prioritization
Channel prioritization is crucial for effective customer communication. From ignoring messages to uninstalling apps and leaving negative reviews, the repercussions of over-communication are manifold. Pre-built strategies in Reconnect can help you master channel prioritization and strike the right balance between frequency and impact, leading to increased traffic, engagement, and revenue.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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Strategy</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-218536" class="et_pb_post post-218536 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-channel-prioritization tag-re-engagement tag-reconnect"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><h1 class="article-title">Mastering Channel Prioritization: How to Optimize Re-Engagement with a Winning Strategy</h1><h2 class="article-excerpt">Learn how Reconnect can help you capture your customers’ attention with personalization at every critical moment along with best practices to keep customers coming back.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/sam/" title="Posts by Sam Macleod" rel="author">Sam Macleod</a></div><div class="article-author-title-text"></div></div></div></div><div class="entry-content article-entry-content"><p>In the world of customer engagement, triggered messages are key to fostering lasting connections with your audience. It’s the sweet spot where brands and customers intersect, all balancing on the consent of your audience. Take away this consent, and you lose the ability to communicate with customers about everything, from new item announcements and exclusive offers to highly-anticipated sales.</p><p>Communication helps us stay top-of-mind in a digital environment where customer attention is king, but communicating the right way can often be a delicate dance. Overwhelming your audience with a barrage of messages can swiftly backfire, harming your overall marketing efforts and preventing promising relationships with your customers from blossoming.</p><p><em>Learn how <a href="https://www.dynamicyield.com/journey-orchestration/">Reconnect</a> can help you capture your customers’ attention with personalization at every critical moment.</em></p><h2><strong>The consequences of over-communication</strong></h2><p>Customers often opt into multiple channels throughout their relationship with a brand. Maybe they opted into SMS to unlock a discount, and subsequently signed up for emails to hear about the latest sales. While having multiple ways to reach customers is a good thing, excessive communication can overwhelm them and even lead to a brand’s doomsday scenario: the unsubscribe. </p><p>Customers inundated with marketing messages are prone to actions that obstruct future communication with the brand. These actions may include ignoring messages, disabling notifications, revoking push permissions, uninstalling the app, leaving negative reviews, or churning. In fact, <a href="https://www.arionresearch.com/research-reports/consumer-communication-preferences-for-sales-marketing-and-customer-service">1 in 4 respondents</a> switched brands or didn’t renew a subscription because they received too many emails or SMS messages. Furthermore, over-communicating leads <a href="https://www.arionresearch.com/research-reports/consumer-communication-preferences-for-sales-marketing-and-customer-service">1 in 2 consumers</a> to miss or ignore phone, email, and SMS communications, leading to decreased open rates. So, how do you make the most of the opportunity your customers have given you to connect with them without losing their trust or interest? </p><h2><strong>The importance of channel prioritization</strong></h2><p>One of the most effective ways to reduce over-communication is through channel prioritization. Channel prioritization is the strategic process of assigning different significance levels to various communication channels. This method involves analyzing and understanding recipient preferences, channel strengths, resource allocation, and engagement patterns to build a strategy that maps to the goals of your marketing campaign. When customers have opted into multiple channels, channel prioritization is essential to ensure they aren’t overwhelmed by too many messages.</p><p>The ultimate goal is to boost communication efficiency, elevate recipient engagement, and provide a personalized experience by leveraging the channels that resonate best in specific scenarios. In essence, channel prioritization empowers us to send messages where they matter most to customers. There are numerous ways to refine channel prioritization, and choosing the right strategy is just as important as prioritizing in the first place. Finding a <a href="https://www.dynamicyield.com/article/personalization-guide/">personalization</a> provider that offers pre-built strategies can help you launch your multi-channel campaigns quickly so your messages reach the right people at the right time, in the right way. </p><h2><strong>Choosing the right prioritization strategy</strong> </h2><p>When beginning your channel prioritization journey, multiple dimensions must be considered, including cost, urgency, content capacity, and accessibility. Each theme plays an important role in deciding how best to prioritize within your campaign, and pre-built strategies can help you scale your prioritization efforts quickly and efficiently.</p><h3><strong>Cost</strong></h3><p>When integrating cost into your strategy, it’s important first to acknowledge that some channels are less expensive than others. When more than one messaging option is available, and when working against a tight marketing budget, it’s best to prioritize less expensive channels. </p><p>To apply this logic, let’s consider a price-drop campaign. Price-drop alerts are typically highly appealing but contain offers that aren’t relevant for very long. SMS and push notifications are immediate channels where messages pop up on the customer’s device; however, push notifications are cheaper. To accommodate for a lower budget, push should be prioritized over SMS. </p><p>However, when sending a message that typically has a high ROI, like back-in-stock notifications, you might prefer to prioritize a more costly channel that averages higher click-through rates.</p><h3><strong>Urgency</strong></h3><p>Urgency is another factor to consider when creating a campaign. Push notifications and SMS get instant reactions, whereas emails can get more delayed engagement. </p><p>Referring back to our price drop campaign, the timeframe included here is shorter than that of other types of campaigns. Because email is considered a slow channel, it would be advantageous to prioritize push or SMS to accommodate the limited relevancy period.</p><h3><strong>Content Capacity</strong></h3><p>Content Capacity varies across every channel, and refers to how much content can be included in a single message. Some campaigns require single product focus, with minimal content, and are ideal for “lean” channels like push notifications or SMS. Other campaigns require rich content, as email can offer.</p><p>For example, when creating a <a href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/">cart abandonment</a> campaign, it’s preferable to send an email rather than a push notification or SMS message to re-engage a lost customer. Email is highly effective in this scenario because it enables you to remind your customer of the product abandoned in the cart, as well as offer replacements that might be a better fit. </p><h3><strong>Accessibility</strong></h3><p>Accessibility refers to the ease with which a customer can revisit a message once they receive it. For example, a push notification is a message that immediately pops up on the customer’s phone, but once they swipe away, that message is irretrievable. Email is a highly effective channel for rich content; however, the competition over customer attention is much more intense than SMS. When sending a message that you want your customer to revisit, it’s best to prioritize SMS first. </p><h2><strong>Combat over-messaging with Reconnect </strong></h2><p>To strike the right balance, brands should employ strategies that dictate which channels customers should receive communications on and when. It’s important to send contextually relevant messages, and finding a tool that optimizes and personalizes these communications with ready-made strategies can help maximize the impact across each channel. </p><p>The Reconnect app, part of our <a href="https://www.dynamicyield.com/journey-orchestration/">Engage</a> capability, offers a sophisticated triggering engine that intelligently eliminates unnecessary noise by delivering messages at the right time. Harnessing the power of our <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B tests</a>, you can experiment to uncover the most optimal channels and content for each customer. Dynamic Yield’s personalization capabilities are baked into Reconnect so you can activate customer engagement data and leverage <a href="https://www.dynamicyield.com/article/deep-learning-affinity-profiling/">deep learning algorithms</a> that match the right products and content to different audiences based on consumer behavior, product affinities, and cross-device behavior. Crafting and delivering hyper-personal messages to each customer’s unique needs is key to developing a re-engagement program that actually re-engages customers. </p><p>Access to pre-built channel prioritization strategies within Reconnect enables you to avoid over-communication, drive conversions, and save time in your workflow. This priority logic incorporated into Reconnect instinctively understands how channels should be prioritized for every campaign, helping you to adapt the ideal multi-channel strategy for each unique use case.</p><p>Within Reconnect, you also have the ability to define your own custom strategy. This flexibility gives you the control and freedom to discover and build strategies tailored to your customers and unique business needs. </p><h2><strong>It’s time to add strategy to channel prioritization </strong></h2><p>Channel prioritization is crucial for effective customer communication. From ignoring messages to uninstalling apps and leaving negative reviews, the repercussions of over-communication are manifold. Pre-built strategies in Reconnect can help you master channel prioritization and strike the right balance between frequency and impact, leading to increased traffic, engagement, and revenue.</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/channel-prioritization/" rel="tag">Channel Prioritization</a><a href="https://www.dynamicyield.com/blog/tag/re-engagement/" rel="tag">Re-engagement</a><a href="https://www.dynamicyield.com/blog/tag/reconnect/" rel="tag">Reconnect</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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