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Optimal Marketing Channel

Optimal Channel Selection helps you automatically choose the best communication channel for each customer — significantly improving message engagement and marketing ROI. Instead of manually deciding whether to send a message via Email, SMS, WhatsApp, Push Notification, or RCS, our prediction model analyzes real-time behavior and historical engagement to make the most effective choice.

Use this feature to:

  • Improve open, click-through, and conversion rates

  • Reduce channel fatigue and unnecessary spend

  • Deliver personalized experiences at scale

Prerequisites:

  • Active installed channels you want to include (Email, SMS, WhatsApp, Push, RCS)

  • Sufficient historical engagement data (typically 30 days minimum)

  • Updated Subscription data per platform for contacts

How It Works

The system analyzes historical engagement data across all available channels to build predictive model for each contact. These models consider factors such as open rates, click-through rates, and channel-specific behaviors to determine the optimal channel for future communications.

Understand Customer Preferences

The model evaluates each contact's

  • Channel engagement history (opens, clicks, reads, replies)

  • Delivery success rates

  • Device & app availability

  • Subscription & channel reachability (Not suppressed)

Segment Smartly

You can create audience segments based on Predictions for Contact:

To create segment using Predictions, you can follow these steps:

  • Create a segment and select condition as Predictions for Contact

  • Select Optimal Marketing Platform as attribute

  • Enter or select options like Email, SMS, WhatsApp, Push, Google RCS

Continuous Optimization

The system continuously learns from Real-time engagement signals. Models automatically re-train to reflect changing contact behavior.

The model considers cost vs. expected engagement when selecting a channel.

Fallback Strategy

If the first choice fails (e.g., SMS is suppressed), the AI will automatically fallback to the next best channel based on:

  1. Subscription & Reachability (Not suppressed)

  2. Cost

  3. Predicted engagement

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