Customer engagement is a crucial aspect of recurring revenue growth, as it helps businesses build strong relationships with their customers and keep them coming back for more. To achieve effective customer engagement, companies need to craft a messaging strategy that resonates with their recipients on a regular basis, creating an outstanding customer experience that exceeds expectations. This involves adopting best practices such as getting to the point quickly, using a personal tone, making messages relevant, considering cultural differences, and speaking consistently. The anatomy of an effective message includes a clear subject line, a compelling call-to-action, and tailored content that addresses the recipient's needs and interests. Examples of effective messages include welcome messages, activation messages, milestone messages, feature announcements, feedback messages, and promotions and upsells. By incorporating these strategies into their customer engagement approach, businesses can improve customer loyalty, reduce churn, and ultimately drive growth and sustainability.