Blast the same message to everyone and you teach your best customers to ignore you. The unsubscribe spike is the bill for treating a broadcast like a megaphone.
Relevance is the whole game
Segment by behaviour and last conversation, pick the channel each person actually reads, and time it to their rhythm — not your campaign calendar.
- Segment by intent and recency, not just demographics.
- Let the agent choose channel and timing per person.
- Personalise the variant, not just the name field.
A relevant message feels like service. An irrelevant one feels like spam — even if it's the same offer.