While it may seem like more notifications means more chances to get the user’s attention, we strongly advise against sending both an SMS and an Email for the same event. Avoid notifications across multiple channels There are many other great use cases for SMS, but these are some of the more common use cases we’ve come across. Two categories where it may make sense to send both SMS and Email are financial transaction notifications, such as a deposit or transfer confirmation, and time-sensitive alerts where human action is required. ETAs in particular are a category where most users expect SMS rather than Email. For notifications that involve some component to time, such as event reminders or ETAs, SMS is a generally accepted communication method. Email and your users should always have the option to select their preferred channel for each notification, but there are a few guidelines we recommend following. There are no hard rules for when to default to SMS vs. You should have a high quality bar for your SMS notifications and use email for lower-priority content. However, users are also likely to feel that SMS is more invasive, and therefore it should be used more sparingly than email. Research shows that SMS has a 98% open rate compared to email’s 20%. If the user has opted in to receiving SMS messages, we recommend using SMS as the default notification channel for that user. It may be helpful to build a flowchart of the new notification experience so that your team can have one central point of reference for where your API logic will need to be updated. To begin, consider where it will be useful to add SMS to your existing email notifications in order to create a better user experience and/or more likelihood for a conversion.
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