Prioritize the right channel with conditional splits

It’s often best to prioritize a mobile channel for those who have opted in; however, email remains valuable, especially for use cases or to supplement a text/push with additional information.

When to prioritize email:

• Your subscriber has only opted into email marketing.
• You must share a lengthy amount of information (e.g., itemized receipts, images, or multiple links that are all important to the message, etc.)
• Your industry cannot use mobile marketing due to SHAFT regulations (e.g., cannabis or alcohol brands).
• You have a strict budget and cannot prioritize text or WhatsApp for a given flow (as email tends to be less expensive).

Note: Some brands and agencies have adopted a dual-email-and-text approach, sending both simultaneously. To do so, drag these into the path back-to-back with no time delay in between. This ensures that you reach them via the channel they prefer if they’ve opted in for both. Only use this strategy for high-engagement automations, such as abandoned-cart or post-purchase flows. Consider A/B testing this option to find what works best for your audience; if your engagement declines following this approach, remove one of the messages and re-strategize.

Text tends to have higher engagement and conversion rates than email, and if someone has shared their phone number with your brand, they are often highly engaged and tuned into this channel. As a result, it is generally a best practice to prioritize text over email whenever possible in your flows.

When to prioritize text (MMS, SMS, or RCS):

• Your subscriber has opted into text message marketing.
• Your message is brief or, if using RCS, interactive.
• Your budget allows for it (text is more costly than email, and since flows send automatically, you must budget for the estimated number of people who will enter this flow in a given timeframe).

Note: Many brands will combine text and email, often leading with email first and then moving to text if there’s no engagement with the email. This approach uses fewer credits than starting with a text message.

WhatsApp messages in flows often drive high conversions, especially when sent for timely alerts that require immediate action. That said, they cost more than email and push, and should only be used when you anticipate the expected return to outweigh the added cost per message.

When to prioritize WhatsApp:

• Recipients have subscribed to WhatsApp and shown engagement here.
• Recipients reside in regions where WhatsApp is the primary mobile messaging channel (e.g., Europe, Asia, Africa).
• Your message will benefit from interactivity or two-way communication.

Note: Interactive, time-sensitive messages often benefit from WhatsApp and can often spur a two-way conversation. For instance, messages like review requests, back-in-stock notifications, support follow-ups, and abandoned cart messages with media and a button do well. Meanwhile, broader, less time-sensitive content (e.g., cross-sell recommendations or follow-up messages later in a flow pathway) may be better suited for email.

In general, push should take priority over text, WhatsApp, or email since it is a direct line to your customers, but use this channel sparingly. Only add a push to your flow if your goal is to direct someone to take an important, time-sensitive action in your mobile app.

When to prioritize push:

• Recipients should go to your mobile app from the message.
• Recipients must respond (e.g., by submitting a review or answering a survey).
• The message is unique, time-sensitive, and tailored for the recipient.

Note: In some cases, a push notification may come off as strange: for instance, for a canceled order alert or content that is not unique or timely (e.g., will be referenced again in other messages over time). In either case, prioritize text, email, or WhatsApp instead.