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GlossaryNext Best Channel
Next best channel is an AI-driven technique that recommends the optimal channel (such as email, SMS, push notification, or WhatsApp) to reach each customer in your marketing journey, based directly on their past engagement and real-time behavior.
For example, you can use next best channel predictions to automatically trigger a promotional offer via SMS for a user who rarely opens marketing emails but responds to texts.
Why use Next Best Channel?
- Improve conversion rates by automatically sending offers via each customer’s most responsive channel (email, SMS, push) rather than guesswork, increasing campaign ROI.
- Reduce fatigue and unsubscribes by avoiding duplicate messages across every touchpoint, ensuring outreach feels relevant and tailored.
- Streamline workflows with predictive algorithms and journey builders that A/B test, learn, and optimize your cross-channel campaigns in real time, saving manual segmentation and setup hours.
Next Best Channel vs. Next Best Action vs. Channel Affinity
| Feature / Term | Next Best Channel | Next Best Action | Channel Affinity |
| Definition | AI-driven prediction of the best communication channel for a specific customer interaction, optimizing message delivery across email, SMS, push, etc. | An AI-powered decisioning framework that determines the most relevant action (offer, message, support, etc.) for a customer at each moment, beyond just the channel choice | Predicts a customer’s preferred channels based on past engagement patterns, serving as input data for channel selection |
| Focus | Channel selection (how to reach the customer) | Action selection (what to say or do for the customer) | Channel preference scoring |
| Automation Level | Fully automated channel routing in real-time | Fully automated, context-aware action decisions | Usually part automated, often feeding into other automation |
| Data Inputs | Behavioral history, engagement, conversion likelihood | Customer context, behavior, preferences, business goals | Historical channel interaction and engagement |
| Purpose | Maximize engagement via the right channel | Maximize outcomes via right action and message | Inform channel decisions based on affinity |
| Example Use Case | Send SMS if email unopened, else push notification | Offer discount, initiate chat, or suppress messaging dynamically | Score customers to prioritize push vs. email segments |
| Relationship | Often used as a decision step within Next Best Action frameworks | Umbrella framework, including channel decisions and content | Channel affinity feeds Next Best Channel predictions |
| Benefits | Improved delivery rates, better timing, reduced message fatigue | Higher relevance, increased conversion, personalized interactions | Better channel targeting, improved segmentation accuracy |
FAQs
Next best channel uses AI to analyze each user’s engagement across email, push, SMS, WhatsApp, and other touchpoints. It identifies the channel most likely to drive conversion based on behavior, timing, and historical preferences. This helps marketers reduce friction and increase message relevance.
Predictive algorithms learn continuously from user actions such as opens, clicks, and conversions, dynamically adjusting channel selection as preferences evolve. Rule-based systems use static rules, which can lead to missed opportunities or repetitive messaging. For examples of predictive routing in practice, read the customer journey analytics guide.
Next best channel success is measured by tracking improvements in open, click, and conversion rates on each channel selected by the model. It’s also important to monitor unsubscribe and opt-out rates to maintain a user-friendly messaging frequency. Additionally, attributing revenue and conversions to the predicted touchpoints helps validate the effectiveness of the AI model.
When affinities are tied, platforms rely on recent engagement patterns or controlled split testing to determine the most effective channel. As more behavioral data accumulates, predictive models refine selection for higher relevance.