What approach should be taken when multiple messages need to be included in a customer journey?

When multiple messages need to be included in a customer journey, varying the messages based on customer history is the most effective approach. This strategy allows for personalization and relevance, which are crucial for engaging customers and enhancing their overall experience. By taking into account a customer’s past interactions, preferences, and behaviors, businesses can tailor the messaging to meet individual needs and interests. This can lead to higher engagement rates, as customers are more likely to respond positively to communications that resonate with their unique experiences and preferences.

Focusing on the customer's history ensures that messages are not only informative but also timely and suitable for where the customer is in their journey. It enhances the likelihood of conversions and fosters a stronger relationship by demonstrating that the business understands the customer on a personal level.

In contrast, sending only one message per journey may fail to convey the necessary information and limit engagement opportunities. Setting conditions for how many messages can be sent may introduce a rigid structure that does not cater well to individual customer needs. Including a welcome message followed by promotional content could be beneficial but does not address the importance of adjusting messages based on customer history, which ultimately can lead to a more effective and responsive communication strategy.