A method including determining a preferred communication channel. The method can include retrieving, from a user database, subscription data for a user. The method further can include determining a preferred communication channel by: (a) determining a respective normalized propensity score for each of subscribed communication channels; and (b) determining the preferred communication channel from among the subscribed communication channels based on the respective normalized propensity score. The method also can include transmitting, via the preferred communication channel, a message to a user device of the user. Other embodiments are disclosed.