E-mail is the Start: Discover Cross-Channel Strategy in the New EmailLabs Web App

We live in a world where your customers switch seamlessly between laptops, smartphones, and tablets. They navigate a complex digital ecosystem – checking emails, using mobile apps, and reacting to SMS notifications. At every one of these stages, they expect one thing: a consistent and fluid experience when interacting with your brand.

Email remains a powerful tool and the foundation of communication, especially when it comes to crucial transactional messages or building relationships. However, fully mastering the email channel on its own is, today, just a solid starting point.

The real competitive advantage lies in the ability to orchestrate communication efficiently across multiple channels. This means ensuring your email, SMS, and mobile push messages are not separate entities, but elements of a single, well-thought-out conversation.

This is precisely why we have expanded EmailLabs. Our new web application gives you the tools to start building an effective cross-channel strategy, all built upon the reliable foundation of our email deliverability expertise.

What is Cross-channel Communication?

In marketing, you’ll often encounter the terms “multichannel” and “cross-channel”. While both refer to using multiple channels, there is a fundamental difference in the customer approach behind them.

• Multichannel Approach: This is when a company uses multiple channels (e.g., email, SMS, social media), but they operate independently, in “silos”. These channels do not share information with each other. A customer might receive an email with a promotion, but after visiting the website or mobile app, they see no sign of it, and messages in different places can be inconsistent.
• Cross-Channel Approach: This is an evolution and a much more advanced strategy. Here, the channels are integrated and coordinated. Simply put: they “talk” to each other. A customer’s interaction in one channel (like not opening an email) has a direct impact on what action is taken in another channel (like automatically sending an SMS reminder after 24 hours).

The cross-channel approach is about creating a single, fluid, and consistent customer journey, not several separate ones. It is this well-thought-out integration that we are focusing on in our new web application.

Email as the Centre of Your Cross‑Channel Strategy

In every effective cross-channel strategy, one channel almost always plays a special role – it serves as the foundation and a unique “command centre”. That channel is email.

Consider these typical, automated scenarios:

• Welcome sequence: It starts with an email containing a confirmation and a discount code.
• Abandoned cart recovery: The first step is usually an email reminder.
• Post-purchase communication: The key is the order confirmation email, which initiates further messages, such as an SMS about shipping.

In these scenarios, your system waits for feedback: was the email delivered? Did the customer open it? Only based on this information are the next steps in other channels triggered.

This brings us to a crucial conclusion: the reliability of your email delivery is the foundation of the entire cross-channel sequence.

You can plan the most advanced customer path, combining email, mobile push, and SMS. However, if that first, crucial email (e.g., with a registration confirmation or discount code) doesn’t reach the recipient instantly, gets stuck in spam, or is rejected by the server – the entire, carefully planned sequence will fail before it even begins.

That is why at EmailLabs, our speciality has always been and remains the highest email deliverability. We provide a solid technical foundation upon which you can safely build and expand your communication with additional channels.

Discover the New Possibilities: Cross-Channel Communication in the EmailLabs Web App

Our new web application is your communication centre. We understand that email remains the foundation, which is why the new app gives you full control over it in two key areas:

• Email Campaigns: This is your new, dedicated tool for planning, executing, and monitoring bulk email sends.
• Email API: This is our specialisation you’re familiar with – a section that allows you to track real-time, detailed data on the effectiveness of your transactional and marketing sends (executed via API/SMTP).

A true cross-channel strategy begins when you add integrated touchpoints to this solid email foundation. Our web application allows you to seamlessly expand your communication with additional channels:

SMS Channel – Quick and Direct Alerts

When time matters, SMS is extremely effective. You gain remarkable immediacy and speed of delivery. It is a channel characterised by a very high open rate, often exceeding 90%.

• How can you use it? It works well for sending OTP codes, urgent flash sale promotions, or immediate notifications about order status and shipping.

Mobile Push Notifications – Engaging Your Application Users

If you have your own mobile application, push notifications are a real-time communication tool. They allow you to reach the customer directly on their device screen, building engagement.

• How can you use it? It’s an effective way to inform users about special in-app-only offers, send order status updates, or remind them about loyalty programme points.

RCS Channel – The Interactive Future of Communication

RCS (Rich Communication Services) is a modern standard that significantly expands the capabilities of traditional mobile communication. Where SMS offers only text, RCS allows for a fully interactive experience: product carousels, videos, interactive buttons, or sender branding (logo and brand colours).

It is worth remembering that while the RCS user base (mainly on Android devices) is constantly growing, an SMS Fallback strategy is crucial for achieving full reach. This involves automatically sending a traditional SMS message to recipients who, for various reasons (e.g., lack of operator support or an unsupported device), cannot receive the RCS message.

• How can you use it? Although the interface for self-managing RCS campaigns in the web application is currently in its final stages, you can already use the full potential of this channel. To ensure maximum effectiveness, the entire campaign configuration process (including the necessary SMS Fallback) is currently handled quickly and efficiently for you by our Support Team. Importantly, as part of this service, we can check and inform you of how many recipients in your database actively support the RCS channel before the send is even launched.

How to Connect It All? With Dynamic Segments

Having multiple channels is one thing, but a true cross-channel strategy requires precise audience management. This is what our MessageFlow Segments functionality, available in our new web application, is for.

It allows you to create advanced, dynamic segments by combining data from multiple sources: from declarative data (e.g., customer fields like ‘City’ or ‘Age’), through behavioural data (e.g., website activity), to communication responses (system events, e.g., opening an email) and custom events sent from your systems via API (e.g., ‘product_purchase’).

Thanks to this, you can easily define a group – from a simple one, like “everyone who did not open the email campaign within 48h”, to a more complex one, like “customers from London who visited page X in the last 7 days but did not make a purchase” – and then precisely target them with an action in another channel.

How Does It Work in Practice? A Simple Orchestration Example

Theory is one thing, but you see the true value of a cross-channel strategy in action. Imagine a classic e-commerce scenario: abandoned cart recovery.

Thanks to the integrated channels in the EmailLabs web application, your reaction doesn’t have to end with a single email. You decide how you want to lead the communication, using the tools available.

Scenario 1: Using the API (Integration With Your Own System)

If you have your own e-commerce system or CRM, you can integrate it with our reliable APIs:

• Step 1 (Email API): Your system detects an abandoned cart and, after one hour, sends a reminder message via our Email API.
• Step 2 (Mobile Push): Your system monitors for a lack of purchase. After 12 hours, it sends a Mobile Push notification (via the appropriate integration) with the message: “Hey! It looks like you left something in your cart.”
• Step 3 (SMS API): Your system still sees no reaction. After another 12 hours, it sends a message via our SMS API with a 10% discount code to complete the purchase.

Scenario 2: Using the Tools in the Web Application (Campaigns Section)

You can also execute simpler cross-channel scenarios directly in our application:

• Step 1 (Email Campaign): You create and send an Email Campaign with an offer reminder.
• Step 2 (Booster): Instead of manually tracking the results, you can use our Booster feature. You set it to automatically send an SMS message only to those recipients who did not open your email within 24 hours. (You can read more about this feature in our article.)

• Alternatively (MessageFlow Segments): You can also use MessageFlow Segments to create a dynamic group of people who did not open the email campaign (along with other conditions), and then manually create and send a dedicated SMS campaign to them.

This is what cross-channel strength is all about – instead of three separate messages, you create a single, logical path that guides the customer to the goal. Our web application gives you the tools for this, regardless of whether you prefer full control via API or the convenience of campaign creators.

Start Building Your Cross-Channel Strategy – 3 Special Promotions

We know that theory is one thing, but practice requires good tools and the right budget. To help you get started and to encourage you to test the full potential of multi-channel communication in our new web application, we have prepared three special promotions.

Promotion 1: Cheaper SMS + Free RCS (For New SMS Channel Users)

This promotion is for all customers who have not yet used SMS sends via EmailLabs.

• What do you gain? Switch your SMS sends to EmailLabs by the end of November 2025 and pay less for SMS messages.
• Bonus: As an additional benefit, you will receive free RCS sends for 10% of your database (bonus valid until March 2026).

Promotion 2: Cheaper RCS for E-Commerce, Retail, and Finance Industries

Do you operate in one of the industries where interactive communication yields the best results? Take advantage of preferential terms for this modern channel.

• What do you gain? We are offering lower prices on RCS campaigns until the end of the year. Contact us to learn the details – the final offer depends on the type of RCS campaign planned and the size of your database.

Promotion 3: Cross-Channel Communication 50% Cheaper

Increase your reach, connect with new recipients, and boost your campaign effectiveness! This is the perfect opportunity to test the full synergy of all channels.

• What do you gain? Pay half price for cross-channel communication, including email, SMS, RCS, mobile push, and Viber.

Summary: Grow Your Communication With Us

The EmailLabs philosophy is clear: we believe that an effective communication strategy starts with a solid foundation, and that foundation is reliable email deliverability. Only on this base can you safely grow and expand your activities with additional channels.

Over the years, we have built our position as a competent partner and expert in this field. Today, thanks to our new web application, this solid foundation becomes the starting point for further strategic development.

The new email campaign management tools, integrated SMS and mobile push channels, and support for RCS are not just additional features. They are a natural extension that allows you to build consistent and effective cross-channel strategies. All of this is in one place and built on an infrastructure you can trust.

We encourage you to discover the full capabilities of the new EmailLabs web application and take advantage of the prepared promotions.

If you are not yet using the new web application, please contact our Sales Team. Our experts will help you launch new channels, discuss the migration process for existing customers, and present you with a special offer!