Postscript building multi-channel retention stack

This product split says Postscript is moving up from a single channel app into a larger retention stack, but from the SMS side in. Braze and Iterable are built to coordinate many touchpoints, like email, push, in app, and web, from one customer profile. Postscript still starts with the merchant texting channel, then adds richer phone inbox formats with RCS, AI tools for writing and automating messages, and now email to capture more of the merchant marketing budget.1 2 3 4 5 6

• Braze and Iterable are broader because they already span more surfaces. Braze supports email, push, in app, content cards, SMS, MMS, RCS, WhatsApp, and webhooks. Iterable supports email, embedded messages, in app, push, RCS, SMS, web push, and WhatsApp. That makes them systems for orchestrating whole customer journeys, not just texting programs.4 5
• Postscript is taking the narrower ecommerce route. Its core is still Shopify centered retention marketing by text, but it now offers RCS with branded cards and suggested actions, plus AI features like Brand Center that teach the system a merchant's products, voice, policies, and FAQs. The email launch extends the same retention workflow into another high volume channel.1 2 6
• The revenue logic behind TAM expansion is simple. A merchant that once paid Postscript mainly for promotional texts can now buy more message volume, richer mobile formats, and eventually email from the same vendor. That is the same multi product expansion path used by Klaviyo and other engagement platforms as they try to own more of the marketer's daily workflow.1 3 7

The next phase is a collision between suite vendors moving down into commerce, and commerce specialists moving outward into full engagement. If Postscript can make SMS, RCS, AI, and email feel like one simple merchant workflow, it can grow from point solution to primary retention platform for Shopify brands before broader suites become the default in ecommerce.1 2 3 4 5 6 7