If you’re running marketing or customer engagement for a B2B SaaS company, you know that “multichannel” is everywhere — and sometimes it feels like you’re supposed to be everywhere, too. But just sending more messages on more channels doesn’t magically move the needle. This guide is for folks who want to actually build multichannel campaigns in Airship that drive real results, not just tick a box.
Let’s get into the nuts and bolts: what works, what doesn’t, and how to keep it manageable.
1. Start With Your Customer’s Reality (Not a Channel Checklist)
Before you even log in to Airship, get clear on what your customers actually do:
- Where do your users hang out? For B2B SaaS, it’s rarely SMS or WhatsApp. It’s usually email, in-app, and (sometimes) push notifications.
- What are they trying to accomplish? Are they onboarding, renewing, or just using your product day-to-day?
- What annoys them? Over-messaging is a fast way to get ignored.
Pro tip: Don’t get sucked into adding channels just because you can. Focus on the ones your users actually notice and respond to.
2. Map the User Journey, Not Just the Campaign
It’s tempting to jump straight into campaign creation, but don’t skip mapping the user journey. Otherwise, you’ll end up with random messages and no context.
- Identify key moments: Onboarding, upgrades, renewals, trial expiration, feature launches.
- Decide the outcome: What’s the one thing you want the user to do at each step?
- Choose the channel: Match the channel to the moment (e.g., onboarding tips via in-app, renewal nudges via email).
What to ignore: You don’t need a message for every minor action. Pick the moments that matter.
3. Get Your Data House in Order
Airship is only as smart as the data you give it. If your customer data is a mess, your campaigns will be, too.
- Sync your data: Integrate Airship with your CRM, product analytics, and billing system. This is non-negotiable.
- Clean up segments: Don’t send the same thing to customers on a free trial and those paying $100k/year.
- Set up event triggers: Use real behaviors (like “invited a teammate” or “reached usage limit”) to trigger messages—not just dates on a calendar.
Reality check: If you can’t trust your data, fix that before launching anything fancy.
4. Design for Each Channel’s Strengths
Not all channels are equal. Here’s how they usually shake out for B2B SaaS:
- Email: Still king for important stuff (billing, renewals, long-form content). But it’s crowded—keep it short and actionable.
- In-app messages: Great for tips, nudges, and timely prompts while users are active.
- Push notifications: Can work for mobile apps, but don’t expect miracles—most B2B users turn these off.
- SMS: Use only for urgent, transactional stuff (think “your trial expires today”), and only if your users expect it.
Don’t bother: Don’t force-fit channels just because they’re there. If your users aren’t on mobile, skip push. If SMS feels weird, it probably is.
5. Build Campaigns in Airship the Smart Way
Let’s get practical with Airship:
a. Use Templates, But Customize
- Start with Airship’s templates for emails and in-app messages to save time.
- Edit for your brand and audience. B2B readers can spot generic copy a mile away.
b. Orchestrate, Don’t Blast
- Use Airship’s orchestration tools to set up rules: “If user opens email but doesn’t click, follow up in-app.”
- Set frequency caps to avoid spammy overkill.
c. Test, Don’t Assume
- A/B test subject lines, copy, and channels. What works for one segment may flop for another.
- Watch for fatigue: If open rates tank after the third message, dial it back.
d. Automate, But Don’t Set and Forget
- Automations save time for onboarding, renewals, or feature launches.
- But check in monthly: User behavior changes, and stale campaigns annoy people.
e. Monitor Deliverability and Unsubscribes
- Track bounce and unsubscribe rates. High numbers = time to rethink your strategy.
- Look for patterns: Are certain channels underperforming? Maybe your users don’t want to hear from you there.
Pro tip: Document your campaign flows somewhere outside Airship, too. If you get hit by a bus (or just go on vacation), someone else should be able to figure it out.
6. Segment Like You Mean It
If you’re sending the same message to everyone, you’re missing the point of multichannel.
- Segment by lifecycle stage: New users, power users, those at risk of churning.
- Segment by interest or role: Admins vs. end users, technical vs. non-technical.
- Segment by behavior: Who actually clicks? Who never opens emails?
What to skip: Over-segmenting. If you’ve got 50 segments, you’re probably overthinking it. Start with a handful that make sense.
7. Focus on One Goal Per Campaign
Don’t cram three CTAs into one message. B2B SaaS buyers are busy and allergic to fluff.
- Make the ask clear: “Book a demo,” “Add a teammate,” or “Upgrade now”—not all three.
- Use one CTA per message whenever possible.
What doesn’t work: Vague “learn more” buttons or long-winded explainers. Say what you want, then get out of the way.
8. Respect the User (and Your Brand)
Annoying your users is easy. Earning their trust is hard.
- Let users control preferences: Always offer an easy way to manage what they get and how.
- Be transparent: Tell users why they’re getting a message (“You’re receiving this because your trial is ending soon”).
- Don’t use dark patterns: No hiding the unsubscribe link or tricking users into clicking.
Gut check: Ask yourself, “Would I want to get these messages if I were the customer?” If not, rewrite.
9. Measure What Matters
It’s easy to get lost in vanity metrics. Focus on what actually moves the business.
- Track conversions, not just opens: Did users actually do the thing you asked?
- Monitor churn and upgrades: Did your campaign help retain or upsell customers?
- Look for cohort trends: Are certain segments responding better than others?
Ignore: Open rates in isolation. They’re a starting point, not the finish line.
10. Iterate, Don’t Over-Engineer
You won’t get it perfect on the first try. And that’s fine.
- Start simple: A basic onboarding flow and a renewal reminder can go a long way.
- Ask for feedback: Actual users will tell you what’s helpful (or what’s just noise).
- Tweak and improve: Adjust based on results, not gut feelings or “best practices” you read online.
Multichannel campaigns in Airship aren’t about ticking every box or using every feature. Start with what matters, keep things simple, and make it easy to improve as you go. The best campaigns are the ones you can actually maintain — and that your users don’t hate.