Multi-channel and A/B testing
Multiple channel combination, variant testing, frequency cap
Multi-channel and A/B testing
An automation can use multiple channels, A/B-testable. Frequency cap prevents spam feel.
Multi-channel combination
The 3 channel combos
- Email + SMS: most engagement (90%+ customer reach)
- Email + WhatsApp: for international customers
- Email only: default (credit-saving)
- SMS only: urgent (credit-pricier)
- All 3: extremely important event (package expiry, payment failure)
What customer sees
If both on (Email + SMS) for given automation:
- Email goes immediately
- SMS 5-10 minutes later
Customer gets both, open rate higher (one-or-the-other).
A/B testing automation
Two versions
Same automation, two channel configs:
- A version: subject "Happy birthday!"
- B version: subject "Celebrate with us: 20% off!"
Split logic
50/50 on audience. System distributes randomly.
Result analysis
1-2 weeks later in analytics:
- A: 22% open, 5% click
- B: 28% open, 8% click
→ B wins, turn off A.
Frequency cap
Customer shouldn't be over-messaged.
Per-customer limit
- E.g., max 1 marketing email / week per customer
- E.g., max 3 SMS / month
Frequency cap is tenant-level setting, every automation respects.
Automation-level cooldown
- E.g., "Lapsed customer recovery" automation shouldn't send same customer twice within 30 days
Channel priority
If customer didn't opt-in to SMS, only email. If neither, nothing (no unsolicited).
Priority:
- Customer opt-in (most important)
- Frequency cap
- Cooldown
- Channel toggle on automation
When to use it
Scenario 1, "Birthday" multi-channel Email (detailed birthday wish) + SMS (short code reminder). Customer reach 95%+.
Scenario 2, A/B subject test "Booking reminder" automation. A: standard subject, B: question subject ("See you tomorrow?"). Two months later A 35% open, B 42% open. → Keep B.
Scenario 3, frequency cap critical Salon runs 8 different automations. Active customer would get 8 marketing emails monthly. Frequency cap: max 3 / mo. Rest aren't sent (prioritized).
Scenario 4, "payment failure" high-priority Email + SMS + WhatsApp all. Payment failure is critical, don't want customer to miss.
Scenario 5, "review request" email only Review request isn't urgent. Email only, credit-saving.
Tips
- Multi-channel only good if customer opts in to both, don't send SMS to opt-out customer.
- A/B test every 2-4 weeks, don't vary weekly.
- Frequency cap around 3-5 / month, higher = spam feel.
- Cooldown is specific: Lapsed customer 30-60 days, Birthday 365 days (once/year).
- SMS+Email combo for "important" automations, not every 1-1.
- Channel priority respects opt-in, GDPR-compliant.