Email remains "one of the best techniques for engaging audiences" (Dave Chaffey) . An email allows you to talk to your audience in more detail than with SMS. To personalize your email communications use conditional content, based on purchasing behaviour or contextual data (like geo-location or climate) for example.
Nowadays the digitization of the customer journey has really changed consumer behavior and expectations. And following the multiplication of channels and the fact that customers are solicited from all sides, the customer journey has also become more complex. It would be wrong to think of it as a well-defined, linear journey. In reality, it is fragmented and unpredictable. It is vital that you understand how complex the customer journey has become and adapt to this new context.