How to Make Your Engagement Strategy Even Smarter with SMS

The Fan-Out Strategy

SMS can be a powerful addition to your fan-out strategy. The fan-out strategy notifies users across all of the communications channels and should be only be used for important messages, especially when timing is a crucial factor. Order confirmations, boarding passes, game tickets, and account balance notifications are some types of messages that have real-time information your users want or need. Sending out the message via email, web notification, app notification, and text message will increase the odds of the message being seen at the right moment.

The Brand-Preferred Strategy: Engagement Optimization

Not all messages are crucial and sometimes you need to be selective on how you get the message across. When you have multiple channels to choose from, how do you decide which channels to prioritize and where does SMS fit in? There are two approaches that we recommend at Urban Airship.

The Brand-Preferred Strategy: By Cost Optimization

The second way to prioritize your channels is by cost, with the most cost-effective channel being first in your martech stack. However, keep in mind that a low cost doesn’t mean the channel is better to use. App notifications may be more cost-effective than text messages, but they are limited to users who download the app, and thus have a smaller reach.

User-Preferred Strategy

At Urban Airship, we’ve known for a while that giving users the ability to dictate their experience can have a very powerful return. Giving them the choice leads to higher opt-in rates and higher retention rates within those opt-ins. The User-Preferred Strategy gives the power of choice to the user. Many of our clients use preference centers to not only give the user options on which channels they want to receive notifications on but also what types of messages they want to receive and on what channels.



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