With the perfect time of messaging nailed down, it’s now time to figure out the perfect channel on which to message your customers. To be frank, there’s probably not a single “golden” channel on which to message a customer nowadays. While customers will have channels that more often lead to positive behavior, it’s not enough to only message there — today’s customers expect and need a solid omnichannel shopping experience to influence them to purchase. Even for brands that want to increase foot traffic to their stores, omnichannel strategies drive an 80% higher rate of incremental store visits.
AI can help make the seamless coordination of channels across the customer experience a breeze. Similar to send time, you can also now take advantage of AI to optimize channel selection with Predictive Channel Engagement Scores. These scores help marketers autonomously select which channel is best for marketing to each customer by predicting the likelihood of a user engaging with a message on each channel — email, push, in-app, SMS, paid ads, etc.
The scores that are assigned to customers are created through examining their historic behavioral data, catalog interactions, customer attributes, and any other data you deem pertinent. These scores range from 0-100, with higher scores indicating that a customer has a higher likelihood of engagement on that channel. They’re easily leveraged throughout the customer journey to send coordinated, personalized messages across top channels to drive customers to engage, convert, and become brand loyalists.