Cascading mailings

What is a cascade mailing?

A cascade mailing, also known as a notification chain, is a strategy for sequentially sending the same message through various channels. The process of creating a cascade mailing begins with the use of the most accessible and cost-effective channels, gradually moving to more expensive options until there are minimal unread messages left. The primary tools used for cascade mailings include SMS and email newsletters, push notifications, as well as messages on social media and messaging apps.

However, it is important to note that cascade mailings do not cover formats such as contextual, display, or targeted advertising. Most often, such a chain is used for trigger mailings—automated messages that are personalized for each client and may contain personal data, such as order number or delivery address. This makes their delivery especially important, as they must reach the recipient's personal messages directly.

Why are cascade mailings needed?

Cascade mailings contribute to an increase in message reads and allow for savings on overall mailing costs. For example, if a notification needs to be sent to a specific group of clients, it makes sense to start with the most accessible and effective channels, such as push notifications and email newsletters, whose costs can be minimized.

Push notifications, as practice shows, demonstrate a high conversion rate—according to Artem Pervukhin, executive director of KINETICA agency, this indicator was 48% higher in one of their projects compared to other channels. Email newsletters are also considered the most cost-effective advertising tool with a high ROI. Therefore, launching a cascade mailing can begin with any of these channels, depending on specific goals and tasks.

However, it is worth remembering that none of these channels fully cover your entire customer base. Some clients may not have up-to-date email addresses, some may unsubscribe from mailings, or mark them as spam. Even if all messages are delivered, the average read rate usually ranges from 10-20%. This means that 80-90% of clients may not be aware of important information you intended to convey.

How to launch a cascade mailing?

A cascade mailing can be launched both automatically and manually. Automatic sending is done using specialized services like Mindbox, CXDP, or RightWay. The setup process includes several stages: integration with CRM to transfer client data, adding triggers to launch the mailing, choosing the sequence of sending channels, and setting intervals between messages.

If the mailing is conducted manually, the data will need to be transferred manually, making this method less effective for trigger messages. For example, using the Unisender service, it is possible to send not only email newsletters but also SMS and Viber messages, thereby manually forming a cascade chain.

Example of launching a cascade mailing manually

1. Export the list of contacts with email addresses and phone numbers.
2. Send the email newsletter to this list.
3. Launch a follow-up for those who did not open the emails via Viber or other messaging apps.
4. Complete the chain with an SMS mailing for the remaining contacts.

How to use cascade mailings in different sectors?

Cascade mailings can be effective in various industries, such as online stores, beauty salons, and educational institutions. In online stores, they can be used to send information about orders, reminders about abandoned carts, or to collect feedback on delivery.

Beauty salons can use cascade mailings to inform clients about appointments, changes in schedules, or special offers. In educational institutions and at events, such mailings help maintain communication with participants and inform them about changes in schedules and conditions.

Advantages of cascade mailings

Cascade mailings have several advantages:

• Cost savings: using various channels allows for optimizing expenses.
• Increased engagement: the ability to use messaging apps for feedback and interactive promotions.
• Time savings: automation of processes significantly reduces routine tasks.
• Increased loyalty: multi-channel mailings reduce the risk of missing important information.
• Expansion of the email contact database: using different channels to collect client data.

Disadvantages of cascade mailings

Despite the obvious advantages, cascade mailings also have their drawbacks:

• The need to use multiple messaging apps, which requires additional efforts for registration and training.
• Limitations of services that may affect the types of messages sent.
• The risk of overwhelming recipients if mailings are too frequent or intrusive.