Yespo Certification: Omnichannel Strategy

SMS is not a standalone channel — it is the final element of cascade logic.

Its strength lies in read speed, universal reach without an internet connection, and independence from apps. Its limitation is cost and limited volume.

A CDP turns SMS into a precise instrument.

A unified customer profile, behavioral segmentation, and cascade workflows ensure SMS is only sent to the right person at the right time.

Technical details affect business results.

Alpha Name, encoding, part count, personalization — every one of these elements affects ROI. A CDP specialist keeps an eye on all of them.

Web Push works where other channels can’t reach yet.

With anonymous site visitors — before you have an email or phone number — it’s often the only channel available.

It carries no per-message cost.

That makes it an ideal candidate for the early, high-volume stages of a cascade.

It’s instant.

Notifications appear in real time, without the delay of landing in an inbox.

It enriches the profile.

Subscription data — language, page, OS — adds to the contact’s picture in the CDP.

Mobile Push is a standalone channel, not a “mobile version” of Web Push.

It works through OS-level infrastructure (APNs or FCM), requires a separate connection, access keys, and a dedicated strategy. It is a channel for users who have already installed your app.

The mobile token is the foundation of targeted delivery.

Without a token, the CDP cannot send a notification. The token is generated by the SDK when the app is installed and stored in the contact record.

The connection process is an investment in infrastructure.

A one-time setup (app + keys + SDK) creates the foundation for all future mobile communications, including In-App and App Inbox.

Mobile Push delivers the most value in triggered workflows.

As with other channels in the CDP approach, the real value of the channel comes not from bulk sends, but from behavioral triggers: abandoned cart, price drop, re-engagement.

AI generation scales content without sacrificing quality.

The “One from Many” block with built-in AI lets you automatically generate, test, and optimize message variants — including multilingual versions.

Error monitoring is part of the routine.

Environment mismatches, expired certificates, incorrect token types — these issues are predictable and have clear solutions. Regular infrastructure checks prevent delivery failures.

Viber combines rich media with a high open rate.

It sits between email and SMS in the cascade, offering more visual richness than SMS at a lower cost than a phone call.

A Viber Sender ID and an SMS alpha name are two separate registration processes.

Setting up SMS doesn’t automatically enable Viber, or vice versa — each channel needs its own registration.

Promotional and transactional messages follow different rules.

Transactional messages require text approval from Viber before they can be sent.

TTL affects the cascade.

The workflow timer must be longer than the TTL, or the system will move to the next channel before Viber even has a chance to deliver.

The interactive carousel supports personalized content.

Carousel cards can be tailored to each contact based on their behavioral data.

Without segmentation, Viber is a cost. With segmentation, it’s an investment.

Sent broadly, its price per message adds up with no guarantee of relevance. Targeted at the right segment, it becomes one of the highest-converting channels in the cascade.

App Inbox is a channel for non-intrusive communication with authenticated users.

No opt-in required. Works on both websites and mobile apps. Messages are retained in the notification centre for the duration of the configured TTL.

The channel compensates for the limitations of push notifications.

Where push disappears — App Inbox persists. Where push requires permission — App Inbox is available to all authenticated users. Where push is intrusive — App Inbox arrives silently.

Integration requires technical effort.

For a website — extending the web tracking script and integrating the widget. For a mobile app — a series of API requests via SDK. An alternative is webhook-based message delivery.

App Inbox is most effective in combination with other channels.

As part of a cascade or as a parallel “silent” touchpoint. The case studies confirm: adding App Inbox increases overall retention revenue rather than shifting it between channels.

Custom data and multilingual content extend what is possible.

JSON data enables native integrations in mobile apps, while multilingual support lets you scale communication across international markets.

In-App runs on different rules than the rest of the channels.

It isn’t “sent” — it’s “activated” locally, on the user’s device, in real time. That’s why its logic sits outside the standard workflow editor: a message needs to appear within 1–3 seconds, which the classic block-by-block sequence can’t guarantee.

Working with In-App comes down to combining three tools well.

Choosing the right message type (how prominently to demand attention), setting precise display conditions (events, groups, frequency), and coordinating with other channels — push as the entry point, App Inbox as the archive.

In-App doesn’t replace other channels — it amplifies them at the moment of maximum engagement.

Since the user is already inside your app, a well-configured In-App drives not immediate conversions, but LTV, retention, and deeper product engagement.

Widgets are not pop-ups — they are data entry points into the CDP.

They simultaneously handle contact data collection, anonymous visitor identification, zero-party profile enrichment, and automation triggering.

Five widget types, five strategic roles.

Subscription forms collect contacts, request forms enrich profiles, informers drive on-site activation, call buttons reduce friction, and age gates handle compliance.

Widget data flows automatically into the contact profile.

Every form field maps to a contact field. This enriches the profile for segmentation and personalization down the line.

Specialized components (NPS, Rating, Slider) extend widgets beyond contact collection.

NPS and Rating turn the widget into a loyalty measurement tool with automated differentiated responses. The Slider lets you display multiple offers within a single widget.

Display rules and friction control are not a technical detail — they are a UX strategy.

Poorly configured widget display does more damage than having no widgets at all.

Gamified widgets are the answer to banner blindness.

Eight game mechanics to choose from, based on your campaign goal. The key: start with the business objective, not the game type.

Widgets are part of the omnichannel ecosystem.

Data collected through a widget is immediately available for workflows, triggers, and personalization across all channels.

A/B testing and segmentation by widget activity are non-negotiable.

Without testing, you do not know what works. Without segmentation, you are leaving on-site behavioral data on the table.

The Telegram bot is a CDP channel, not just a messenger chat.

It has its own identifier type (chat_id) that becomes part of the unified contact profile.

The channel requires opt-in and supports two-way interaction.

It requires a deliberate user action to join, costs less than Viber and SMS, and supports two-way interaction via callback data.

Integration requires three elements.

A bot in Telegram, a connection to Yespo, and a token transfer service via API.

In cascade logic, Telegram sits between push notifications and Viber/SMS.

It’s cheaper than paid messengers, while still delivering high engagement.

Messages support rich formatting and tracking.

Text up to 4,096 characters (1,024 with an image), URL and callback buttons, personalization, multilingual content, and UTM tracking.

Three delivery statuses are tracked: SENT, FAILED, CLICKED.

Read status is not available for this channel.

Bulk sends can be temporarily muted for contacts in an active conversation with the bot.

This prevents a scheduled campaign from interrupting someone who is already chatting with your bot in real time.

Gamification is not entertainment — it is a business tool.

It exists to solve specific problems: lead generation, conversion, retention, data collection. ROI of up to 300%, conversion rates 4–6x higher — but only when the mechanic is tied to a concrete goal.

Gamification without a CDP is a one-off campaign.

A CDP turns the game into a systematic tool: personalizing games by segment, enriching contact profiles with game data, automating prize delivery and reminders, and measuring performance.

Three implementation channels: widgets, AMP emails, landing pages.

Each has its own niche. Widgets are for the site. AMP is for email without leaving the inbox. Landing pages are for complex mechanics accessible from any channel. A fallback for AMP is non-negotiable.

Data from gamification is data for segmentation.

Every interaction with a game is an event with parameters that enriches the contact profile. This directly connects to Lectures 2–4: collection → unification → segmentation → activation.

Five principles: goal → simplicity → fallback → honesty → testing.

These principles are what separate effective gamification from chaotic experimentation. A CDP specialist controls not just the workflow, but also the accuracy of the promises made, technical correctness, and the measurability of results.