Give each channel a job
Email can make room for a story. A text can make a timely next step easier. Define the role before choosing the format.
Respect the context
Someone who subscribes to email has not necessarily agreed to SMS. Keep channel permissions and preferences distinct.
Map the overlap
Look at the customer’s entire week of communication. Coordinated exclusions and pauses can be as important as a new campaign.
Make it measurable
Review the combined experience, the intended outcome, and the assumptions behind attribution. Avoid counting the same outcome twice.
General planning guidance. Confirm your actual platform capabilities and applicable obligations before implementation.
Talk through your next step