Our partner Customer.io recently released the State of Messaging 2024 Report which offers invaluable insights into the evolving landscape of customer engagement. From the growing importance of multi-channel strategies to the rise of behaviour-triggered campaigns, mobile engagement, and peak email performance during high-volume events, the report highlights key trends shaping the future of CRM.
This report is designed for marketing professionals, product managers, and business leaders who are seeking to leverage the latest trends and strategies in multi-channel communication. Whether you’re shaping customer experiences in SaaS, fintech, retail, or beyond, this report offers valuable insights to elevate your messaging efforts.
CRM Experts at WeDoCRM Share Their Thoughts on These Trends
Why did we find this report compelling? It not only outlines key performance metrics and real-world applications but also provides actionable strategies to drive conversions, foster loyalty, and future-proof your communication framework. By focusing on trends like the surge in mobile engagement, the power of first-party data, and the rise of AI, this report equips readers with the tools to transform challenges into opportunities.
Here, our CRM experts at WeDoCRM share their thoughts on these trends and how we’re leveraging them to deliver exceptional results for our clients.
Multi-Channel Strategies and Their Effectiveness
The report reveals that multi-channel campaigns achieve 3–9x better conversions than single-channel efforts.
Jordana Makin: CRM Manager Insights:
How can businesses accurately measure multi-channel effectiveness when channels overlap or lack detailed data?
“Most businesses are using multiple marketing channels. A website or blog combined with regular emails is already two channels, and with customers engaging across different platforms, looking at the report, it’s no surprise that multi-channel strategies perform so well. However, measuring the effectiveness of each channel can be tricky.
For example, SMS is highly effective for prompting users to visit websites or apps but lacks detailed open rate data, making its impact harder to quantify. Similarly, if multiple channels are part of a customer journey, it’s easy to misattribute conversions or double-count them.
Take our client Tellus, a mobile-first financial product, as an example. Without a web counterpart, their campaigns focus on InApp and Push messaging, with SMS and email used to nudge users into the app. InApp messaging is critical, especially since sensitive account data can’t be shared through SMS, Push, or Email due to privacy laws. This reliance on mobile channels is common for app-based startups but requires strategies to encourage users to enable notifications.
B2C apps often rely heavily on mobile channels, while B2B services are more web-based, which influences channel selection. As technology evolves, businesses must stay on top of emerging tools like WhatsApp for Business to ensure they’re reaching customers effectively across platforms.”
Jordana Makin – CRM Manager
Behaviour-Triggered Campaigns as a Key Driver of Engagement
The report highlights significant growth in behaviour-triggered campaigns across channels, with +102% for email, +530% for in-app, and +106% for SMS.
Annalisa Cammisa: CRM Manager Insights:
How can businesses use behaviour-triggered campaigns to create more meaningful, real-time connections with customers and drive long-term loyalty?
“Connecting with customers in a way that feels personal and timely has never been more important. Behavioural campaigns play a huge role in making this happen. By taking a more hyper-personalised approach and really paying attention to what customers do—and when they do it—businesses can build stronger relationships and encourage long-term loyalty. It’s all about responding in the moment with messages that actually matter.
In such a crowded market, brands that act on customer behaviour in real-time naturally stand out. Prioritising genuine, data-driven interactions throughout the customer journey makes every touchpoint more meaningful. When you combine insight with action, you’re not just communicating – you’re building lasting connections that drive real growth.”
Annalisa Cammisa – CRM Manager
Mobile Engagement on the Rise as a Critical Touchpoint
Mobile messaging volume has surged by 194%, with SMS emerging as a high-conversion channel.
Daniel Clarke: CRM Manager Insights:
How can businesses leverage the growing importance of SMS as a high-conversion channel to create seamless, multi-channel customer experiences?
“With SMS showing significant growth in send volume in 2024, it’s clear that timely communication via mobile is resonating with users. For our clients, adopting SMS means leveraging both the immediacy and personalisation capabilities to enhance their interactions with customers.
This can range from sending ‘day-before’ appointment reminders in service industries like healthcare to event-triggered campaigns that respond to behaviours in real-time in a product-based industry (e.g. “You left this in your cart!”).
At WeDoCRM, we successfully executed a multichannel campaign for a fintech client seeking to provide users with more opportunities to increase their earnings. Creating a seamless experience using SMS as a key touchpoint and including all channels as well: in-app notifications, push notifications, and email. This led to significant growth and engagement, with Assets Under Management increasing greatly over the two month life span. You can read the full story here.
In my opinion, the rise of SMS engagement underscores the importance of meeting customers where they are – on their phones! In the modern day, consumers rely on their smartphones for communication and information, businesses need to adapt to stay relevant.”
Daniel Clarke – CRM Manager
Peak Email Performance During High-Volume Events
The report notes a 39% year-over-year increase in emails sent during Black Friday and Cyber Monday, with Cyber Monday surpassing Black Friday in volume.
Kirsty Dorby: Head of Clients Insights:
How can businesses optimise their email strategy during peak seasons like Black Friday to drive higher engagement and revenue?
“We actually help our clients capitalise on peak email seasons. Let’s take Black Friday as an example since it’s one of the biggest opportunities we’ve tackled recently.
For an eSports client, we maximised their Black Friday performance by adjusting their email strategy in several key ways:
- Messaging Shift: We moved from a price-focused approach (e.g., “£10 off”) to percentage discounts, which resonated better with their audience. This small but impactful change helped drive a year-on-year revenue increase.
- Segmentation and Personalisation: We tailored campaigns based on country, ensuring US and UK customers received region-specific links and content through liquid coding in emails.
- Increased Volume: By ramping up the number of sends during the period, we saw a corresponding uplift in revenue.
As a result, November became their highest revenue month ever, with Black Friday leading the charge.”
Kirsty Dorby – Head of Clients
How WeDoCRM Can Help You
The State of Messaging 2024 Report underscores the importance of adopting multi-channel strategies, leveraging behaviour-triggered campaigns, prioritising mobile engagement, and optimising email performance during peak events.
At WeDoCRM, we’re at the forefront of these trends, helping our clients achieve outstanding results by blending creativity, data-driven insights, and strategic execution.
Want to learn more about how we can help your business thrive? Contact us today.
