Lesson 3

7 mins

Choosing the Right Channel

Master the art of channel selection and orchestration to engage users at scale. Learn when to use in-app messaging versus email, and how to coordinate channels to create seamless experiences.

Choosing the Right Channel

Welcome back, engagement experts! 🚀

Choosing the right communication channel is a strategic decision that can significantly impact your engagement results.

More stories and behind-the-scenes looks at how we use our own tool—on Made with Appcues.

The Channel Choice Challenge ✨

Each engagement channel has its unique strengths and ideal use cases

Instead of:

Using email for urgent feature announcements

Try:

Using in-app messages for timely, contextual updates

Instead of:

Relying on in-app messages to re-engage dormant users

Try:

Using email or push to bring users back to your product

The Channel Playbook 🎯

In-App Messages: Your "In the Moment" Friend

Best for

Contextual guidance: Reaches users exactly when they need help (e.g., tooltips explaining a feature as users encounter it)
Feature announcements: Introduces new capabilities right where they'll be used
Quick wins: Celebrates achievements immediately after completion
Immediate action items: Prompts users to take the next logical step
On-demand education: Provides help resources users can access when they need them

Not great for:

Complex explanations: Limited space makes detailed walkthroughs challenging
Recovery campaigns: Can't reach users who aren't actively in your product

Real World Example:

Printify’s strategically-placed Tooltip drew attention to a critical onboarding step and resulted in a 10% uplift in conversion rate. Read the full story →

Email: Your "Let's Talk About This" Companion

Best for

Detailed explanations: Provides space for comprehensive information (e.g., monthly product updates with multiple sections)
Re-engagement: Reaches users who haven't been active recently
Milestone celebrations: Acknowledges achievements with more context
Strategic announcements: Delivers important news that deserves attention

Not great for:

Urgent updates: Average open rates (15-25%) mean many users will miss time-sensitive information
Context-dependent tasks: Disconnected from the product experience

Real World Example:

Slack’s re-engagement email cleverly entices dormant users with a FOMO-play, encouraging them to to see what convos their teammates are having. See more on the Appcues Blog →

Push Notifications: Your "Hey, Look at This!" Signal

Best for

Time-sensitive updates: Alerts users to urgent information regardless of where they are
Important alerts: Notifies users about critical events requiring immediate attention
Quick re-engagement: Brings users back at optimal moments

Not great for:

Complex information: Limited characters make detailed explanations impossible
Educational content: Too brief for meaningful learning

Real World Example:

Spotify’s push notifications use behavioral data to drive re-engagement, then continue the momentum with in-app experiences that lead users straight to value. For more tips →

The Multi-Channel Magic ✨

The most powerful engagement strategies don't rely on a single channel—they orchestrate multiple channels working together as a coordinated system. This isn't about choosing in-app versus email, but about designing how they complement each other to create a seamless experience at scale.

Channel Orchestration Patterns

Feature launch

Email: Introduce a new feature with comprehensive explanation
In-app: Guide users through first-time usage when they return
Email: Follow up with non-engaged users
In-app: Provide contextual help as users explore

User onboarding

In-app: Welcome and first-step guidance immediately after signup
Email: Send detailed resources and next steps within 24 hours
In-app: Celebrate first achievement when it happens
Email: Share advanced tips after initial engagement

Re-engagement

Email: Reach out with personalized value reminder
Email or Push: Send time-sensitive prompt if first message isn't opened
In-app: Provide guided experience when they return
Email: Follow up with success story after re-engagement

Practical Examples of Multi-Channel Coordination

Feature Adoption Flow

Email introduces a new analytics dashboard with screenshots and benefits
Link directs users straight to the feature where an in-app tour guides their first interaction

For users who don't complete the tour, a follow-up email reminds them 48 hours later
When they return, in-app tooltips help them discover advanced functions

Renewal Campaign

In-app banner alerts users their subscription is expiring soon
Email delivers detailed renewal options and benefits
Email reminder alerts them one day before expiration
After renewal, in-app message confirms and highlights what's new in the coming period

The key is designing these channels to share context and build on each other. Each touchpoint should acknowledge previous interactions and set up future ones.

Channel Orchestration Framework

User Context Assessment

Before selecting channels, evaluate:

Likely user location: Will the user likely be in your app or elsewhere when this message is relevant?
Time sensitivity: How urgent is this information?
User history: What have they engaged with previously?
Typical usage patterns: When and how do users typically interact with your product?

Message Sequencing Strategy

Determine the logical progression:

Awareness → Education → Action → Reinforcement
Introduce concepts broadly, then narrow to specific actions
Match channel capabilities to each stage of awareness
Consider the natural pause points between messages

Cross-Channel Continuity

Ensure a cohesive experience by:

Maintaining consistent terminology across channels
Referencing previous touchpoints ("As we mentioned in our email...")
Using visual consistency while respecting channel constraints
Picking up where the previous channel left off

Response-Based Branching

Create adaptive paths based on user behavior:

If a user opens an email but doesn't click, what's your next step?
If they start an in-app flow but don't complete it, how will you follow up?
What channel works best for re-engagement after specific drop-off points?

Channel Selection Cheat Sheet

Planning an effective multi-channel strategy requires that you map the right messages to the right channel, and that those messages work together across channels. To help you make smart channel decisions, we created a cheat sheet complete with:

Channel Strengths at a Glance
Channel Decision Matrix
Channel Selection Decision Tree
Channel Continuity Checklist

Get your copy of our handy Channel Selection Cheat Sheet.

Channel Selection Cheat Sheet

Common Channel Mistakes to Avoid ⚠️

Using email for urgent updates
Sending push notifications for complex tasks
Relying on in-app for re-engagement
Overwhelming users with multi-channel noise

Remember ✨

Every channel is a tool in your engagement toolbox. The magic isn't in having all the tools—it's in knowing exactly when to use each one.

Key Takeaways

Match channels to user context and goals

Combine channels strategically

Respect each channel's strengths

Think sequence, not just selection

Next up: We'll learn how to craft messages that users actually want to read. See you in Lesson 4! 🎯