Mastering multichannel: why smart marketers go beyond email in 2025 

Let’s be honest. Email is still the backbone of most marketing strategies, but in 2025, relying on it alone is like trying to run a relay with just one runner. It’s not enough anymore, especially with all the changes in deliverability, tracking, and privacy.

In the latest Activate webinar, I explored how brands can use SMS, WhatsApp, Meta, Google Ads, and Web Push inside Spotler Activate to create more responsive and effective customer journeys. This blog recaps the core strategies, frameworks, and advice we covered, plus a few bonus takeaways I didn’t get to on the day. These ideas will help improve your ROI from Spotler and boost returns across your wider channel mix.

Why email isn’t enough on its own

Email still offers exceptional return on investment. But the way people shop and engage has changed:

• Most customers now use three or more channels before making a purchase.

• Gmail and Yahoo have changed how bulk email hits the inbox.

• Apple’s privacy updates have made open rates less reliable, which means engagement-based segmentation is more important than ever.

If you’re only using email, you’re likely missing out on key signals of intent, such as a product view, a tap, or an abandoned cart.

Choosing the right channel at the right time

Here’s a simple way to think about channel selection inside Spotler Activate: 

Journeys that work

Welcome journeys

• Start with email. It’s expected, cost-effective, and easy to scale.
• Avoid showing discounts in the pop-up. Train users to check their inbox.
• If there’s no engagement, follow up with a Meta ad offering a reminder or incentive.
• Don’t use SMS here unless it’s clearly part of the sign-up experience.

Cart abandonment

• A full cart signals serious purchase intent.
• Lead with email, then follow up with SMS if the customer is predicted to be high value.
• Use Meta or Google to retarget those who don’t respond.
• Split your audiences to focus your budget on those most likely to convert.

Browse abandonment

• This is softer intent, so manage your spend carefully.
• Send personalised emails based on browsing behaviour.
• Use Web Push for real-time nudges. Once opted in, it’s free.
• Meta ads work well here, but Google should be saved for high-value products only.

Post-purchase journeys

• This is one of the best ways to drive long-term value.
• Use email to say thank you, suggest next steps, and encourage a second purchase. WhatsApp is great for VIP perks or loyalty check-ins, if you have opt-in.
• SMS is perfect for delivery updates or reorder reminders, especially for subscriptions.
• Meta ads can support upsells or cross-sells. Only use Google if you’re promoting something with clear buying intent.

Check the webinar for journey designs and more info!

🧠 Jack’s multichannel tips 🧠

• Not every channel is right for every customer. Segment carefully and choose the one that fits the moment. Visibility doesn’t always equal value. Just being seen doesn’t mean your message will convert. Focus on intent.

• Use your CDP properly. Spotler Activate gives you the signals and insight you need. Make sure you’re putting them to work.

Final takeaways

• Email still delivers excellent value for money, but it can’t carry your strategy alone.

• SMS, WhatsApp, and Web Push can unlock real performance if timed correctly.

• Meta and Google retargeting only pay off when powered by accurate, up-to-date CDP data.

• The real difference comes from journey design. Focus on getting the right message, at the right time, in the right way.

Watch the webinar

Beyond Email: Expand Your Reach with SMS, WhatsApp & Push

Reach your audience where they are. Learn how to diversify your messaging strategy by incorporating SMS, WhatsApp, and push notifications to drive engagement and conversions.

Watch the webinar