A well-crafted messaging strategy is crucial for customer engagement, as a poorly targeted or irrelevant message can lead to disengagement and loss of customers. To create an effective messaging strategy, consider the context in which your message will be received, who it's intended for, what triggers it, where it should be sent, its business goal, when it was last contacted, whether it interrupts the customer, if it feels personal, and whether there's something more important being sent. Additionally, test your messages to optimize their performance, and designate a single person to oversee the messaging strategy as the business grows and roles shift. By asking these 12 questions, you can ensure that your message is accurate, timely, targeted, and engaging, ultimately driving customer success.