What Channels Can DTC Merchants Use to Engage Customers- and How?

Customer engagement doesn’t stop at checkout- it spans the entire buying journey, from discovery to post-purchase and even when items are out of stock. A single channel approach falls short in today’s competitive landscape. 

To build loyalty and maximize sales, brands must adopt a multi-channel messaging strategy that ensures seamless interactions across every touchpoint. Whether it’s restock alerts, personalized offers, or post-purchase updates, meeting customers where they are fosters trust, keeps them engaged, and drives long-term retention.

 In this article, we’ll explore the key messaging channels, their strengths, and how to craft a strategy that keeps customers coming back.

Why Multi-Channel Messaging Matters

Customers interact with brands across various channels; from SMS, push notifications, in-app messaging and chatbots to name a few. If you limit your communication to just one avenue, it critically restricts your potential reach. A multi-channel approach allows you to meet your customers where they are and on their preferred platforms. 

Overview of Messaging Channels

When strategizing customer communication, understanding the nuances of each messaging channel is crucial. Here’s a comprehensive look at their strengths and weaknesses:

Email

Email excels at delivering detailed content, from newsletters to promotional campaigns. Its strength lies in its capacity for personalization, allowing for tailored messages that resonate with individual customers. However, the sheer volume of emails received daily can lead to inbox clutter, impacting open rates. 

Pros: Ideal for detailed messages, newsletters, promotions, and nurturing customer relationships. Offers a high degree of personalization.

Cons: Open rates can vary, and inbox clutter can lead to messages being overlooked.

SMS (Short Message Service)

SMS offers unparalleled immediacy. A study shared by Mobiloud noted that SMS has the highest open rate of close to 100% of messages opened. This makes it ideal for time-sensitive updates, such as order confirmations, shipping notifications, and flash sales. However, its direct nature can be perceived as intrusive if overused or if messages lack relevance. Strict adherence to opt-in regulations is essential to avoid alienating customers.

Pros: High open rates, perfect for time-sensitive updates and promotions.

Cons: Can be perceived as intrusive if overused or irrelevant and requires careful adherence to opt-in regulations.

Push Notifications

For instant engagement, push notifications are invaluable. Their ability to deliver real-time updates directly to users’ devices makes them effective for re-engagement and driving traffic to apps or websites. Use them strategically for back-in-stock alerts, promotional announcements, and personalized reminders, but be mindful that users can easily dismiss or disable them if they are not seen as valuable.

Pros: Instant delivery, highly effective for re-engagement and driving traffic to your store or app.

Cons: Can be easily dismissed or disabled by users if not used strategically.

In-App Messaging 

If your business has a dedicated mobile app, in-app messaging provides a seamless communication channel. Its integration within the app allows for highly targeted messaging and personalized support, enhancing the user experience. Based on the Reckless Agency report, in-app messaging has a 75% open rate. However, its reach is limited to those who have downloaded the app. Utilize it for onboarding messages, announcements, and in-app support to maximize its effectiveness.

Pros: Seamless integration within your app, ideal for targeted messaging and personalized support.

Cons: Limited to users who have downloaded your app.

Chatbots

Chatbots offer 24/7 availability, automating customer support and lead generation. A study by Mordor Intelligence shared that Chatbot Market size is estimated at US$ 8.71 billion in 2025, and is expected to reach US$ 25.88 billion by 2030. With more companies in the private and public sector using Chatbots, businesses find that they excel at answering frequently asked questions, providing order status updates, and guiding customers through the purchase process. However, they can lack the personal touch of human interaction and may struggle with complex queries that require nuanced understanding.

Pros: 24/7 availability, automated customer support, and lead generation.

Cons: Can lack the personal touch of human interaction and may struggle with complex queries.

How to Use Each Channel Effectively

To truly leverage the power of multi-channel communication, a strategic approach is essential. Here’s how to optimize each channel for maximum impact:

Integrated Channel Synergy

Avoid one-way communication. Instead, design a strategy where channels work together. For instance, utilize email for comprehensive product details and SMS for immediate order notifications. Extend this bond by using a follow-up push notification to remind customers who viewed a product in an email campaign but didn’t complete a purchase. This seamless integration enhances the customer journey and reinforces your message. 

Nik Sharma, CEO of Sharma Brands said, “Retention is not just about email and SMS. Use retargeting ads and offers across various channels to create an omnipresent brand presence and keep customers coming back for more.”

Action-Triggered Automation

Implement automation to deliver personalized messages based on customer behavior. Abandoned cart reminders, welcome sequences, and post-purchase follow-ups can be automated to nurture relationships and drive conversions. Segment your audience using customer data to send highly targeted messages, ensuring relevance and increasing engagement.

Hyper-Personalization

Leverage customer data to craft personalized messages. Address customers by name, recommend products based on their browsing history, and tailor content to their specific interests. Personalized messages resonate more deeply, leading to higher engagement and conversion rates.

Customer-Centric Preferences

Prioritize customer preferences by providing clear opt-in and opt-out options for each channel. Respect their choices and avoid overwhelming them with irrelevant messages. Adhere to all applicable laws and regulations regarding data privacy and messaging compliance.

Data-Driven Optimization

Continuously monitor key metrics, including open rates, click-through rates, and conversion rates, to assess the effectiveness of your messaging strategies. Use this data to identify areas for improvement and optimize your approach. Conduct A/B testing to compare different messaging variations and determine which strategies resonate best with your audience. This iterative process ensures that your messaging remains relevant and effective.

(Back in Stock by AMP) has been great at notifying customers when items are out of stock. It also helps us know what is most in demand after something sells out! We love it!! – Plain Jane

Multi-channel messaging is essential for eCommerce success. By understanding the strengths and weaknesses of each channel and implementing best practices, Shopify merchants can build stronger customer relationships and drive sales. To streamline your push notification and email marketing efforts, consider leveraging tools like Back in Stock by AMP. This application makes it easy to automate back-in-stock alerts and other crucial messages, ensuring you never miss a sales opportunity.