Email or notifications: which channel for which message
Each channel is good at different things. A practical guide to choosing — and to not sending the same message twice.
Email: room to show and tell
Email is where you can show products, tell a story and give a code people can find later. It suits newsletters, launches, sales, gift guides, order follow-ups and review requests. People subscribe to it deliberately, so respect the unsubscribe and keep emails worth opening.
Notifications: now, and short
App and web notifications arrive instantly and say one thing: a price drop, a restock, a cart left behind, a flash sale starting. They work best when they are timely and personal. Too many, and people switch them off.
Use them together, not all at once
The rule: each message should reach each person once, on the channel they’re most likely to act on.
- A sale: email to everyone, one notification when it starts.
- A cart left behind: a notification within the hour, an email the next day.
- A back-in-stock alert: a notification and an email to people who asked for that product.
Set it up in Vikalp Omni: Write app and web notifications that get opened · Send your first email campaign from a template
More from the blog
- A festive email calendar for Indian D2C brands
- Abandoned cart messages that bring people back
- Subject lines and preheaders: the two lines that decide the open
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