What is channel affinity?

Channel affinity learns how each customer likes to connect—email, SMS, or push—based on real behavior and preferences. It stores those insights on their profile and makes sure your message reaches them on the channel they’re most likely to respond to. 

Why is this important?

Channel affinity takes the guesswork out of cross-channel marketing. It figures out the best way to reach each customer—so your flows and campaigns perform better without you having to build a bunch of manual rules.

Why is this important for us at BWH Plant Co?

As a brand that restocks weekly, timing and visibility are everything for us. Our inventory moves fast—some of our most-wanted plants sell out in minutes—so being able to reach customers on the channel they’re most likely to check first is a game changer.

Right now, we default to email for restock alerts since it’s our largest audience, but we know that’s not always where people are looking. Push notifications can be silenced, and while our SMS list is growing, we don’t want to feel spammy by hitting every channel at once on a weekly basis.

Before channel affinity, we were constantly trying to figure out the best way to send restock alerts—email, SMS, push? Now it’s handled for us. If someone’s more likely to open an email, that’s what they get. If they usually tap push notifications, it goes there instead. We’re not guessing, we’re not segmenting manually, and our weekly drops perform better because of it.

Final thoughts 

We all know customers don’t stick to one channel. They bounce between email, SMS, and more, and it often takes multiple messages across multiple channels to make an impact. Channel affinity helps you meet them where they are, guiding how you start the conversation and where to follow up. The result? A better experience for your customers and more personalized messaging that actually performs. Check out the demo below for more details:

~Carlie Paluzzi, COO @ BWH Plant Co.