You will learn
Learn about the strengths for each marketing channel (SMS, email, or mobile push) and times when to send to each first.
Note that there is no single “right” answer. The best channel to use depends on your audience and message. The advice shared here is a starting point, and you should always test and evaluate what works best for your brand. What works
Before you beginBefore you begin
Each channel has its own pros and cons.
For instance, the positives of the channels are:
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SMS |
Mobile push |
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These benefits are also visualized in the image below.
SMS and email
There are 3 strategies you can use with SMS and email. You can:
- Send an SMS first, then follow up with an email.
- Send an email first, then follow up with an SMS.
- Send an email and SMS at the same time, then follow up via whichever channel the recipient engages with.
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Pro |
Con |
Best for | |
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SMS first |
Recipients can see and engage with your message immediately, and there’s less time between sends. |
It is more expensive, as you need to send to all your engaged SMS subscribers. |
Time-sensitive messages, such as product releases or flash sales. |
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Email first |
You save credits while reaching the same audience and having high performance. |
Staggered engagement and not as immediate as sending SMS first. |
Any flows or campaigns that are not time sensitive, such as up-/cross-sell automations and newsletter campaigns |
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Send SMS and email at the same time |
Reach users on their preferred channel. |
Means instantly double-messaging SMS subscribers, which can frustrate them if they get both the text and email alert. |
Flows with high engagement, such as abandoned cart or post-purchase. Do not use in campaigns, sunset flows, or winback flows. |
Open the dropdowns below to see how these different strategies look for an abandoned cart flow.
Prioritize SMS
Prioritize email
Send both SMS and email at the same time
These strategies are all good options. You can pick one and use it for all your messaging, or you can switch between them depending on the situation.
For instance, some businesses prefer to set up their mixed SMS and email flows with email first. The reason is that flow messages (except the welcome flow) tend not to be as time sensitive as campaigns. Since you send the SMS later, this approach uses fewer credits than starting with a text message.
Mobile push with email or SMSMobile push with email or SMS
In general, push should take priority over SMS or email. You want to drive people into your app and get them to engage with you again.
It may not be a good use case for push notifications if:
- You want the information to be referenced again.
- Recipients should go to your website (and not your app).
- You want recipients to respond and record that data in Klaviyo (review an item or answer a survey).
- Certain flows where a push might be seen as strange (thank you flows or canceled order).
Additional resources
- How to use email, SMS, and push notifications together
- Add push to your omnichannel strategy
- Get advice for building your SMS program: