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Channels: Email, SMS, and Web

Compares the platform's delivery channels and the mental model for when to use email, SMS, or web content.

In short​

The platform reaches subscribers through three channels: email (rich Editions you build and send as Broadcasts), SMS (short text messages for time-sensitive alerts), and web (microsites and landing pages that host longer or interactive content). Each channel has different strengths, length limits, and expectations. Most effective communications use them together — for example, an email Broadcast that links out to a web experience, with an SMS reminder.

Why it matters​

Choosing the right channel shapes whether your message is seen, read, and acted on. Send a 500-word update by SMS and it will be truncated and unwelcome; bury an urgent one-line alert in an email and it may go unread for hours. Understanding the trade-offs helps you set the right expectations, respect subscriber preferences and consent, and design communications that flow naturally from one channel to the next.

How it works​

Think of each channel by what it does best:

  • Email — your primary channel for designed, branded content. Authors build an Edition in a Folder, then send it as a Broadcast. Best for newsletters, announcements, and anything that benefits from layout, images, and interactive content.
  • SMS — short, immediate, high-open-rate. Best for time-critical alerts, reminders, and one-line calls to action. Keep it brief and always include a way to opt out.
  • Web — microsites and landing pages that live at a URL. Best for content that is too long for email, needs to be shared or updated after send, or hosts forms and surveys.

A common pattern: an email Broadcast carries the main message and links to a web microsite for the full detail, while an SMS nudges subscribers who haven't engaged. Availability of SMS and specific channel features depends on your account setup — (confirm the exact steps in your account).

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.