Marketing and spend
Why do customers get the wrong message at the wrong time?
By Doug Taylor and Jake Mayell, Co-Founders · Last reviewed 16 October 2026
Because each message comes from a different tool that knows nothing about the others, and consent given in one system often isn't applied in the rest. The fix is deciding which moments matter, which channel carries each one, and making every channel work from the same customer and the same permissions.
The right message, to the right customer, at the right time · 1 min
What the video says
A customer buys on Monday. On Tuesday they get an ad for the thing they just bought, an email offering it at a discount, and a call from sales.
Each message came from a different tool that knew nothing about the others, and the customer now thinks you don't know them at all.
Worse still, maybe consent was given in one system but not applied or followed in others.
The fix is deciding which moments matter, which channel carries each one, and making sure every channel works from the same customer and the same permissions.
You send fewer messages, and each one arrives at a moment that matters to the customer.
If you're struggling with disjointed messaging, get in touch today.
So what would you like to know next?
How we fix it
What we do
Design the segments and the moments that should trigger a message, decide which channel carries each one so no customer is hit by four tools at once, and set the rules for consent across every channel.
Where bad data gets in
Consent and preferences recorded in one tool and not passed to the others, segments built on stale data, and messages sent from systems outside the main platform.
What it breaks further down
Customers contacted against their wishes, spend on people who've already bought or left, and reputation damage that hits every channel.
What moves
Revenue per customer contacted, the share of the audience that engages, and opt-outs.
Usually owned by
Marketing Director or CRM lead
An example
Example
Campari Group
The challenge. A portfolio of drinks brands emailing a large audience with the same message, while a growing share of the list had stopped engaging and was dragging every campaign down.
What changed. We worked with the brand and agency teams to split the audience into active, light and dormant customers, plan the year’s messages around the moments that matter for each brand, and design journeys that welcome new subscribers, re-engage the drifting and retire the dead weight.
The result. Their best open and click rates since 2020.
