One of the most important issues in marketing automation is creating interactions with users through the right channels at the right time.
You can interact with users and boost their engagement by utilizing the messaging channels and acting responsively to users' behavior and actions in their journey. What if users are not available on the channel you decided to go with? Should we give up on them? Of course not. The ‘Architect’ enables you to understand if users are reachable via a specific channel and allows you to take another action or use another channel to not lose those users while a conversion opportunity exists.
Basically, ‘Check reachability’ is an indicator of users' preferences that helps you to find the most suitable channel to push the users towards achieving a specific goal in the journey.
You can check the reachability of the following channels:
How does it work?
Insider constantly updates and processes users' data related to reachability as data comes in. That’s why users' reachability is always updated on time. For example, if the user allows web push opt-in, then the user will automatically be reachable through Web Push. If the user blocks receiving web push notifications, the user will automatically be unreachable through Web Push.
The Check Reachability element divides users into reachable and not reachable paths based on their reachability on a selected channel.
If no element follows one of the paths after the Check Reachability element, users can proceed down that path and exit the journey.
Multi-branching on Check Reachability
With one check reachability element, you can simultaneously check a user’s reachability for more than one channel. This feature enables you to add more than two paths to your journeys, as each channel's reachability will be on a different path.
- Select the Check Reachability element. Add your first channel.
- Click Add Reachability Path to add more reachability elements for more channels.
There is always a not reachable path down which the user will go down if they do not meet any channel reachability criteria.
In the multi-branching case, the Check Reachability element considers each channel's reachability in the order you put them in. You can easily change this priority order by dragging and dropping the channels in your check reachability element.
- Each reachability path must have an element. Only the path that is not reachable can be kept empty.
- The last element of each path must be a channel or action element.
A Delete button appears if you add more than one reachability in the element. You can click the Delete button to delete the channel reachability. When you delete the channel reachability, the related reachability path will be deleted completely.
When you save the Check Reachability element, the selected channels will be added to reachability paths on the canvas. Suppose reachability paths already have channel elements and paths are changed on the Check Reachability inner page. In that case, the previous channel stays while the reachability path is changed to the new channel reachability path.
How does it work with unification?
Let’s see an example to understand it better.
A new user comes to your website and allows a web push opt-in but has not signed up to the website or submitted a lead collection form. In this case, the user will be reachable on web push but not via email or SMS since the user has not given the required info yet.
You pass bulk data to Insider, which includes users' email addresses, email opt-in, and GDPR opt-in by Upsert User Data API. In this case, the user will be reachable via email but not via web push since we don’t know the users' personas on the web. Even if the user interacts with your website, they will be considered as another user and will not be reachable via email.
If your company obtains your users' consent in compliance with the local regulations, make sure to pass the GDPR opt-in field to Insider One. If you want to stop collecting and processing the data of an identified user, GDPR opt-in field should have the false value. Insider One cannot be held liable if these obligations are not fulfilled and reserves the right to seek compensation from your company.
The same user signs up to the website and leaves their email address and opt-ins. This same email address is also passed by Upsert User Data API. In this case, the persona of the same website user and another user's persona, which comes from the CRM API, will be merged. The user will be reachable via web push and email, not app push.
The same user downloads your app and visits some pages but does not sign up for the app. They allow receiving app push notifications. In this case, the user will be reachable via app push but not via web push or email since the user has not shared the information needed for unification.
The app user decides to make a purchase. While purchasing, the user shares their email address, phone number, and opt-ins. In this case, the users' personas on the app and web will be merged. The user will be reachable on web push, app push, email, and SMS.
Tips and Tricks
- You can use more than one reachability after another sequentially if you have more than one channel to reach users on. If the user is unreachable on channel X, the user will go to the not reachable path, and there will be one more reachability on this path to check if the user is reachable on channel Y.
- If you have already checked reachability on a particular channel on the journey flow when you want to continue sending a message from the same channel, you don’t need to add another ‘Check reachability’ since the users who proceeded to the next element are already considered reachable via that channel.
- You can set more than one channel reachability to check the user's reachability in one Check Reachability element. So that you can direct users to the different paths based on their availability.
Use Cases
- Identify users who may not be reachable via a specified channel and engage them through another channel using a similar message.
Requirements
- Insider Tag integration should be completed.
- SDK integration should be completed for mobile app data reading.
- Required data, such as opt-in, email address, etc., should be passed to Insider through the respective integrations.