SMS and email channel synchronization

Most brands treat SMS and Email as two separate channels. Big mistake. When you combine them strategically, they amplify each other 👇 1. Use SMS for urgency. Flash sales, low stock, limited drops. Short, direct, time-sensitive. Think reminder not novel. 2. Use Email for storytelling. Deeper education, social proof, and long-form offers. Builds trust + brand equity. Perfect for nurturing subscribers between promotions. 3. Sync campaigns + flows. Example: Cart Abandonment → Email: showcase benefits + reviews. → SMS: quick nudge + direct link to cart. Example: Product Launch → SMS: “It’s live. Don’t miss out.” → Email: full breakdown with images, details, and testimonials. 4. Segment smartly. Don’t hit the same person with SMS + Email at the same time. Stagger sends or use engagement data to decide who gets what. 💡 Pro tip: Let Email do the heavy lifting, and let SMS be the spark that drives urgency. Together, they cover both depth and speed. Result? 👉 Higher CTR 👉 Stronger conversion rates 👉 More revenue per subscriber

I like Iterable, Attentive, Postscript, Omnisend, Yotpo, I pretty much like everyone. But managing SMS on Klaviyo is a no brainer... Here’s why 👇 Imagine this: You send an email on Monday promoting your new product. Your customer opens, clicks, but doesn’t buy. Wednesday rolls around, and she gets your SMS reminder. She taps through and buys. Your email platform says it drove $10K in revenue. Your SMS tool brags about another $8K. You feel fantastic: $18K attributed revenue! But when you look closely at your Shopify backend, the actual incremental revenue is closer to $6K. Now you’re sitting there scratching your head: Which channel deserves your attention? Which campaign is really performing? Uh-oh. And then on top of this... Your CEO asks why sales dropped despite “strong” channel performance, leaving you scrambling to explain why your reports were misleading. Your monthly review shows record-high attributed revenue, but the CFO sees no matching increase in profits, making you look unreliable. Customers get overwhelmed with redundant emails and SMS because each platform thinks their message is working. THIS is why it's so important to keep both channels in the same platform. Klaviyo uses what's called "cooperative, multi-channel attribution" to solve this. Here’s what that actually means in practice: 1. Klaviyo sets default attribution windows: 5 days for email opens and clicks, and 5 days for SMS clicks (this can be adjusted). 2. If a customer interacts with both an email and SMS within these windows, Klaviyo attributes the sale to whichever message the customer engaged with last. 3. This ensures you’re seeing one clear picture instead of inflated numbers and double-counting. Let’s get even clearer with another example: Day 1: A subscriber gets an email about a limited-time offer and clicks it, but doesn’t buy. Day 3: They receive an SMS reminder about the same offer, click through, and finally make the purchase. In Klaviyo, the sale goes to SMS because that was the last interaction before purchase. If the sale happened later, outside the SMS window (e.g., Day 9), SMS wouldn’t get credit. Simple. I work hard to write posts that make you smarter, so make sure you follow me or share this with someone who needs it. 🤝

Marketing teams are juggling more channels than ever before. Because building customer relationships today = being present in every conversation that matters. But making your channels work together is more important than simply adding them to your marketing. For all my fellow marketing apes: Channels together strong 💪 That's why we partnered with Iterable to bring the power of social messaging to their cross-channel marketing suite. If you're seeing 8%+ email open rates but struggling with conversions, or running loyalty programs that could use a boost, this is for you. Our early customers are discovering entirely new use cases - from social-first onboarding flows to hybrid loyalty programs that work across channels. Here are some that I found really interesting: BOOST EMAIL CAMPAIGN PERFORMANCE When your email campaign gets opens but no clicks? Automatically follow up with personalized DMs to re-engage those customers. Perfect for limited-time offers, product launches, or when you need that extra touchpoint to drive conversions. IDENTIFY + CONVERT HIGH-INTENT CUSTOMERS Combine email engagement data from Iterable with social loyalty points from Scrollmark to spot your most engaged customers. Then create personalized journeys that switch between email and social - meeting customers exactly where they're most responsive. You get to scale your marketing without sacrificing that personal touch. DRIVE BETTER CUSTOMER RETENTION When customers hit key usage metrics in Iterable, automatically trigger personalized loyalty rewards through social DMs. Turn product milestones into meaningful moments - whether it's their first purchase, hitting loyalty tiers, or anniversary celebrations. We're offering a quick setup call to Iterable customers to explore these use cases for your specific business. Btw this is just the beginning. Next up: bi-directional data sync between email and social, automated cross-channel loyalty programs, and unified customer profiles across both platforms. Curious about adding social messaging to your marketing mix? Drop a comment or DM me to learn more →

Should you treat email, SMS, and WhatsApp the same? Absolutely not. Email is expected. It’s the channel customers check when they have time. It’s passive, it sits quietly in the inbox. SMS and WhatsApp are different - they interrupt. They live next to messages from partners, friends, group chats. You’re not just competing with other brands, you’re stepping into someone’s personal life. If you're going to use those channels, the message has to earn its place. What’s worthy? A product drop with real demand. A time-sensitive, high-impact promotion. A restock alert for something I actually wanted. “New arrivals” and “browse the latest” might be fine for email, but they're lazy content for SMS or WhatsApp. If you’re working across multiple platforms, the question isn’t just what you’re saying, it’s how, where, and when you're saying it. We should be considering: Sequencing: If the customer received the offer via email this morning, should SMS follow up tomorrow if unopened? Or should WhatsApp be used only if they’ve historically engaged there? Suppression logic: Avoid over-messaging. Are we throttling based on frequency and channel mix? Personalisation by behaviour: Does the channel match the customer's engagement pattern? (E.g. only send SMS to those who click and convert from it.) Context-aware content: Messaging should feel native to the channel. WhatsApp shouldn’t feel like an email copy-paste. SMS shouldn't mimic a website banner. Most importantly: your customer is one person. They deserve a joined-up, intentional journey, not three disconnected nudges about the same thing.