What is multichannel messaging?

Multichannel messaging, as the name implies, involves message-based communication across multiple channels. Examples of these channels include SMS, email, voice-based messaging, video chat, Facebook Messenger, and so on. 

What are the benefits of multichannel messaging for customer engagement?

Multichannel messaging allows brands to communicate with customers on their messaging platform of choice. Today’s multichannel messaging platforms go beyond SMS to include web-based services such as WhatsApp and Facebook Messenger.

A multichannel messaging strategy can also accept and automatically assign interactions to live agents when necessary. For example, text messages received from unknown phone numbers can be assigned to available agents or added to a lead list to be contacted in the future.

What are the challenges of multichannel messaging?

A multichannel messaging strategy can become complicated quickly as it involves customers choosing their messaging platform of choice. This can lead to customers receiving varying levels of customer service depending on the channel they choose.

In addition, if customer service agents don’t have a unified dashboard to respond to all channels, they will have to respond to customers on each individual channel. This can lead to inefficiencies and different levels of service as previously mentioned.

The difference between multichannel, cross-channel, and omnichannel messaging

While multichannel messaging is a common buzzword in the marketing world, it is often confused with other concepts such as omnichannel and cross-channel messaging. However, these three terms refer to different concepts as explained below:

Multichannel: customers communicate with brands through multiple touch points (i.e. physical store, smartphone, email, social media, etc.) which are provided by brands throughout the customer journey.

Cross-channel: customers communicate with brands across all channels. All the available channels complement each other as customers move through each stage of the customer journey. Every channel is connected to provide customers with a smooth and enjoyable experience.

Omnichannel: customers communicate with brands through different channels at the same time (i.e. using their smartphone while in a physical store). This results in an experience even more intuitive than cross-channel where customers receive the most seamless experience possible.

Messaging Strategy



Multiple touch points


All available touch points


All available touch points simultaneously 

How do you implement multichannel messaging?

Record user activity

While many brands understand the importance of multichannel messaging when interacting with customers, not all of them record user activity as efficiently as possible. When customer data is collected before a messaging campaign, it allows brands to better understand their customers, leading to more successful campaigns in the future.

Create a multichannel drip campaign

A drip campaign consists of a series of automated messages that convince people to take a certain action. Drip campaigns allow brands to introduce their products or services to potential customers and ensure follow-ups are consistent.

Dynamic retargeting

Dynamic retargeting involves designing unique messages for each individual customer. These messages can be more attention-grabbing and effective for a brand’s target market due to the level of personalization.

Use CRM software

Customer relationship management (CRM) platforms aggregate all customer data into one convenient location. They can also track customer data which makes it easier to design message campaigns for maximum results.

Track results

While all marketers understand the importance of tracking customer behavior, it is also important to track the results of message campaigns across all available channels. Metrics such as open rates, click-through rates, and engagement rates will make it clear what is working and what needs to be improved upon.

How to get started with multichannel messaging?

Multichannel messaging campaigns help brands reach their target market on the most engaging channels possible, whether it be email, SMS, social media, or mobile apps. A multichannel messaging strategy is no longer an option, it is a necessity.

Wondering how to get started with multichannel messaging? Ada layers AI-powered automation on top of the most popular customer support platforms, social channels, and customer data sources to provide the ultimate customer experience.

Customers have a unified experience without having to jump around, and live agents can use the same CRM software they are comfortable with. Learn how Ada integrates with today’s most popular communication channels:

Email (Sendgrid)

Sendgrid is a popular email delivery platform that integrates seamlessly with Ada. Brands can send emails to customers directly from the chatbot, enhancing the customer journey with one unified experience.

Help center

Ada integrates with popular help center applications such as Zendesk or Zoho. Support tickets can be automatically created through Ada’s chat UI, then triaged and routed to the proper live agents. 

Web chat

Customers visiting a company’s website want a fast and convenient way to interact with the brand. Ada’s web chat tools help businesses connect with customers on their company websites, regardless of what page the user is visiting. 

Social messaging

Today’s customers already use social messaging platforms such as WhatsApp, Facebook Messenger, Twitter, Instagram, and Sunshine Conversations on a daily basis. Ada connects with the most popular social messaging channels to meet customers where they are on their channel of choice. 

Social messaging platforms offer one of the easiest ways to deliver automated and personalized customer experiences. If a customer needs to speak to a human, Ada can handoff to live agents seamlessly for a consistent brand experience.

Text (Proactive SMS API)

Ada’s Proactive SMS API feature allows brands to personalize two-way conversations using SMS messages. These automated interactions are based on campaigns designed in the Ada dashboard, which can be triggered using the Proactive SMS API.

This API can be used to initiate real-time notifications such as order updates, drip campaigns, travel updates, account notifications, or alerts to software as a service (SaaS) account holders. 

Web Widget

The web widget is the classic chatbot that allows customers to start conversations from a company’s website. Ada can seamlessly transition these conversations into text messages so customers can continue to communicate while on the go.

Mobile SDK (Android, iOS)

Ada offers native mobile SDKs, which are small frameworks used to embed Ada’s chatbot into a brand’s native iOS or Android application.