If you’re juggling email, SMS, and push campaigns and feel like you’re always one step away from dropping a ball, you’re not alone. Multi channel campaigns sound great in theory—more touchpoints, right?—but in reality, they can turn into a tangled mess fast. This guide is for marketers and comms folks who want a clear, practical approach to running multi channel campaigns in Boomerang without losing their minds (or blowing their budget).
Let’s get into what actually works, what just creates busywork, and how to avoid the classic headaches.
1. Get Your Channels Straight—And Don’t Add More Than You Need
Boomerang supports email, SMS, push, and sometimes even in-app. It’s tempting to check every box, but more channels aren’t always better. Here’s the honest truth:
- Stick to the channels your audience actually uses. If your users ignore SMS, don’t force it. You’re just paying for messages that get deleted.
- Quality beats quantity. One well-timed email can do more than three notifications sent everywhere.
- Start with one or two core channels. Expand only if you see clear results.
Pro Tip: Before you add a new channel, ask: “Do I have a real reason to think this will improve results?” If not, skip it.
2. Map Out the Customer Journey Before You Touch Boomerang
Jumping straight into campaign setup is a classic mistake. You need a basic map of when and why you’ll contact people. Keep it simple:
- Write out the key touchpoints. Where does email make sense? When is SMS not intrusive?
- Decide on triggers. Are you sending based on time, behavior, or both?
- Sketch it on paper (or a whiteboard) first. Don’t overcomplicate the flow.
This step saves you hours of rework later. Trust me, you’ll thank yourself.
3. Use Boomerang’s Campaign Groups, Not Just Individual Sends
Boomerang lets you group related sends into a single campaign. Use this. It keeps reporting cleaner and makes edits less painful.
- Group by goal, not by channel. For example: “Welcome Series” should include the welcome email, first-app-use SMS, and push nudge.
- Don’t create a new group for every minor tweak. Keep things tidy or you’ll end up with a graveyard of half-baked campaigns.
What to ignore: Fancy workflows that look impressive but don’t map to real user behavior. If you need a diagram to explain your flow to a coworker, it’s probably too complicated.
4. Segment Smarter—But Don’t Get Lost in the Weeds
Segmentation in Boomerang is powerful, but it’s also a rabbit hole. The basics work best:
- Split your audience by meaningful actions, not vanity metrics. (Think: “Has completed signup” vs. “Opened an email once.”)
- Use tags and dynamic lists sparingly. Too many segments = headaches.
- Test broad segments first. Only get more granular if you see a genuine need.
Pro Tip: Over-segmenting leads to tiny lists and muddy results. Keep it simple, especially at the start.
5. Set Up Cross-Channel Frequency Rules
This is where most people mess up: users get a push, then an SMS, then an email—all in the same hour. Don’t be that brand.
- Boomerang’s global frequency caps are your friend. Set max sends per user per day/week, across all channels.
- Use channel priorities. If a user gets an SMS, maybe skip the follow-up email for 24 hours.
- Test, don’t guess. Look at unsubscribes and complaints to see if you’re overdoing it.
What to ignore: The urge to “blast” everyone on every channel for every campaign. That’s how you lose trust (and subscribers).
6. Build and Test Templates for Each Channel
Every channel works a little differently. Don’t copy-paste the same message everywhere.
- Create templates tailored to each channel. SMS is short and direct; email can be longer; push needs to be punchy.
- Use Boomerang’s built-in preview and test tools. Send to yourself and a coworker (really—don’t skip this).
- Check how images and links show up on mobile. What looks fine in email might be a mess in push.
Pro Tip: Automation is only as good as your message. If your SMS looks like a spam text, it’s not going to work, no matter how smart your workflow is.
7. Automate, But Keep a Human in the Loop
Boomerang’s automation tools are handy for triggered sends, drip sequences, and time-based nudges. But don’t set and forget.
- Review automated flows monthly. Things change—products update, user behavior shifts.
- Watch for weird edge cases. Sometimes, users get stuck in loops or receive conflicting messages.
- Pause and tweak, don’t just pile on more automation.
What to ignore: The sales pitch that “full automation” means no more work. You still need to check the machine.
8. Track What Matters—Ignore Vanity Metrics
Boomerang’s dashboard shows open rates, clicks, and a dozen other stats. Most aren’t worth obsessing over.
- Track conversions, not just opens. Did people act, or just look?
- Watch for actual business outcomes. More sales, completed signups, or whatever your real goal is.
- Set up clear goals in Boomerang. Tie campaigns to outcomes you care about.
Pro Tip: If a metric doesn’t help you make a decision, stop tracking it.
9. Review, Rinse, Repeat—But Don’t Overreact
Campaign management is iterative. The trick is to review results regularly, but not to change direction every time a number goes up or down.
- Look for trends, not one-off spikes. A single bad send doesn’t mean your whole approach is wrong.
- Test one thing at a time. If you change five variables, you’ll never know what worked.
- Schedule a regular review. Once a month is plenty for most teams.
What to ignore: The urge to chase every new “best practice” you read online. Stick to your basics unless you see a real reason to experiment.
Quick Checklist for Multi Channel Campaigns in Boomerang
Here’s a no-nonsense checklist to keep things on track:
- [ ] Do you actually need every channel you’re using?
- [ ] Have you mapped out the customer journey on paper?
- [ ] Are campaigns grouped by goal, not just by channel?
- [ ] Is segmentation useful, not just detailed?
- [ ] Are your frequency caps set (and realistic)?
- [ ] Does every channel have its own tested template?
- [ ] Are you tracking real results, not just opens/clicks?
- [ ] Are you reviewing and updating campaigns at least monthly?
Bottom Line: Keep It Simple, Iterate, and Ignore the Hype
Multi channel campaigns can drive real results in Boomerang, but only if you keep your approach practical. Don’t get seduced by fancy features or over-engineered flows. Start simple, use the tools that work, and make time to review. The best campaigns are the ones you can actually manage—and improve—without burning out.
If you’re unsure, focus on what your audience responds to. Everything else is just noise.