Multi-channel Messaging in 5 steps

Sending one lone push notification is great. Sending a flow of messages, neatly tied together, like a push notification followed by an in-app message, is even better. 360dialog offers multi-channel messaging on steroids, and with 360dialog you can easily create these multi-channel messaging workflows. This post is about building messaging workflows with push notifications and in-app messages: let’s see how it works.

 

Create, edit and view your multi-channel messaging workflows

A workflow is a set of messages and timing associated with each message. The timing of each message is based on when the messaging workflow campaign is first triggered for each unique user. Based on behavioral, demographic and external triggers that launch the messaging workflow for a given user, the subsequent messages in the flow will follow according to the timing for each message. Imagine, the same messaging workflow triggered as many times as you have users: what a way to be perfectly relevant to each and every user!

Here’s what you can do with multi-channel messaging workflows (it should also be available in your tool of choice):

  • Create, edit and view single-message workflows in the UI.
  • Create, edit and view single-message workflows with the API.
  • Create, edit and view multi-message workflows in the UI.
  • Create, edit and view multi-message workflows with the API.

Let’s dig in.

 


Want to see how multi-channel messaging workflows will boost your team’s performance?

[Image: Contact one of our experts on notifications in Android Wear 2.0]


 

How it works

Step 1: Determine the channel of the first message of the messaging workflow
When creating a new multi-channel messaging workflow campaign, select a channel: push notification, in-app message or any other messaging channel you are using (web push, chatbots, email, etc). Here you are selecting the channel for the first message in your multi-channel messaging workflow.

Step 2: Determine the settings of your (first) message
Enter the workflow editor. If you’ll only be sending out one message, then just make sure the settings for the message are set up correctly in the “Timing” and “Other” tabs.

The “Timing” tab: Once the campaign is triggered for a given user, determine here if the message is to be sent immediately or scheduled with a delay. Note that the delay set here is always relative to when the entire messaging workflow campaign was triggered for a given user (or simply when the campaign was started, in the case where there is no trigger set). This delay is not the same as scheduling the campaign, which is done at a later stage in the “Review” process (see step 5 below).

The “Other” tab: Define here if the device should blink, vibrate or play a custom sound when the message is delivered.

[Image: Push Notification Workflows Message Timing ]

Step 3: Add more messages to your workflow (if you wish)

You can decide to add more messages to your workflow if you wish. If you would like the workflow to include more than one message sent to various channels, click the plus button and add additional messages. In the workflow of messages, you will have an overview of your messages and will be able to change the settings of messages individually.

 

Step 4: Determine the audience and goals of your campaign

Once you’ve defined your flow of messages, you will determine the audience of your campaign, based on demographic, behaviorial and 3rd party data sets. You will fine-tune the definition of your audience based on geography, devices used, gender and any other demographic data at your disposal. In the audience builder, thanks to advanced options that let you combine conditions with “and” and “or”, you can also include conditions based on user behavior, such as app engagement, products in seen or added to a cart, and more. Defining the goal of your campaign will allow you to later evaluate the performance of your messaging workflow.

 

Step 5: Review you messaging workflow and launch your campaign

In the review of your multi-channel messaging workflow, make sure the content, order, channels and timing of your messages is correct. Double check your campaign goal. And define the timing of the launch of your campaign: are you launching your messaging workflow immediately, will you be scheduling it, will you be triggering your campaign based on user behavior? These three options are a snap to set up.

 

Try it to believe it

So there you have it. Setting up multi-channel messaging workflows with push notifications, in-app messages and other messaging channels that your CRM team uses is a cinch. The 360dialog tool makes it quick and easy. Your team will need to dedicate attention to your messaging strategy and how your different campaigns dance together. It’s the art of campaign orchestration on mobile.

 

For questions about the tool itself or strategical advice on how to orchestrate your campaigns on mobile, 360dialog experts are just a click or call away. Get in touch, we’re here to help.

[Image: Contact one of our experts on notifications in Android Wear 2.0]