Cascading messaging: what is it and how to reach each client with it

Every day the number of Internet users is increasing, which means that the number of your potential customers is growing, who can be contacted in the most convenient way - by messengers.

Viber, WhatsApp, and other messaging and calling apps boast decent Open Rates. However, so far none of these communication channels provides 100% coverage of the audience. Cascading messaging is the best solution if a business wants to get closer to this indicator.

What is the purpose of cascade messaging

Cascading messaging is a method of sequentially sending messages with uniform content through multiple communication channels. Also called a message chain.

The principle of such messaging is simple: if one channel turns out to be ineffective for a dialogue with the client (for example, the message was not read or the link was not followed), another channel is activated.

The SMS will be duplicated in different messengers until the algorithm counts the changes in the user's behavior, i.e., does not notice the interaction. When a person opens a message or performs another targeted action, the chain will stop.

Features of cascading messaging

As a rule, when creating cascading messaging, companies move from the cheapest communication channel to the most expensive one, depending on the number of chain elements. Theoretically, it looks like this: SMS ↠Push ↠ email ↠ Viber, WhatsApp, and other messengers ↠voice messaging ↠ social networks.

However, there are other approaches to building the route of the chain. For example, if your target audience is people from 18 to 25, instant messengers and social networks can become the main communication channel. Therefore, before starting the message chain, it is recommended to segment customers.

Time-outs (decision time) are an important element of such messaging. This is the period during which the algorithm waits for the client to respond to the message, as a result of which the messaging is stopped or continued.

Please note: cascading messaging does not contain contextual, display or targeted advertising. As a rule, these are trigger chains aimed at prompting the client to take action.

Application options

According to statistics, in order for business-to-customer communication to have an efficiency of +287% in sales, companies need to use at least three communication channels. Thus, cascading messaging is a profitable method of mobile marketing.

Most Popular Chain Channel Combinations:

1. SMS + telephone calls. An SMS is sent first, and then, if the customer did not answer or respond, a phone call follows to clarify details or provide more important information.
2. SMS + WhatsApp. SMS can be used to send text messages while WhatsApp can be used for more extensive text notifications, media, videos, and calls.
3. SMS + Viber. Similar to WhatsApp, Viber also allows you to send texts, media files and make calls. SMS can be used for short notifications, while Viber can be used to interact with users and send more informative content.

At Decision Telecom, we offer a variety of services, including digital cascading messaging. One of the most popular products with our clients— Viber+SMS API.

Are you looking for a similar solution? Contact our expert.