Cross-channel marketing: which channel to pick

There are lots of marketing channels offering different ways to communicate with your audience. The most popular messaging channels are email, SMS, MMS, WhatsApp, and push notifications.

Email marketing is a channel that many marketers are familiar with, and it drives great results. However, Dotdigital’s 2026 Global benchmark report found mobile marketing channels are delivering between 7-14 times higher click rates. Email is still a core channel for any marketer, but the potential clicks from mobile channels shouldn’t be overlooked.

Check out the flowchart below for a fun and clear framework to follow when plotting out your marketing campaigns. For a more detailed view of each marketing channel and how they can complement each other, check out the cross-channel playbook.