Airship, a customer engagement platform, has announced that Airship Journeys officially has support for channel coordination at the individual message level. Channel coordination targets users where they’re most likely to receive your message, while each message within a journey can be individually managed. Airship Journeys now also offers cross-channel retargeting, a method for sending messages in a journey to selected channels based on behavior in a different channel.
Airship’s channel coordination offers 4 different messaging strategies. Selected channels and strategy are listed at the top of message previews in the journey manager screens. Strategies offered include the following:
- Fan Out: Target named users on all the channels they are opted in to, maximizing the chances they receive your message. This strategy is suitable for highly urgent messages, where the user will not be sensitive to over-messaging. This strategy is used when a journey does not have a triggering channel, e.g., a message sent as a result of a named user custom event or tag change, which equally applies to all channels.
- Last Active: Target named users on the opted-in channel they used most recently. In many cases user recency is the best indicator of preference.
- Originating Channel: Target named users on the channel that triggered the journey. Messaging users on the channels they use to engage your brand can help ensure a consistent user experience. This strategy is used for all accounts not enabled for channel coordination.
- Priority Channel with Fallback: Target named users on the first channel they are opted in to of the priority order you set.
Cross-channel retargeting can be applied to a variety of situations, and can also be combined with channel coordination and Predictive Churn to tackle more advanced or complex cases. Use cases can include:
- Retail: When a user becomes high risk for churn, send messages with increasing discounts to email, SMS, web, and app channels, to entice them back to your app or website. Channel coordination strategy: Fan Out.
- Travel: When a user purchases a flight, send promotions for preferred seating and lounge passes to the channel where the user purchased the ticket (i.e., where the event originated from). Channel coordination strategy: Originating Channel.
To learn more about this announcement, click here.
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