- Email Marketing ( Good cross channel campaigns are built on email. )
- Customer Joureny (We know your customer’s journey matters. See the whole picture of that journey to know your customers and how they get to you. )
- Omnichannel Marketing ( Customers matter more than channels. So build cross-channel campaigns that talk to your customers when and where they want. )
Take your email marketing from good to great.
Everyone uses email. But not everyone knows how to really use email.
See if this sounds familiar. You keep running into problems like siloed email data, clunky email delivery, optimization trouble, and an inability to incorporate your email into a true cross-channel experience. While research frequently shows that email performs better than its newer, flashier counterparts, many companies seem to struggle with investing in the granddaddy of digital channels. This is the 21st century, right?
But the truth is, good email marketing today looks a lot different than it did twenty years ago. With the right data, you can understand the context of how, where, and when your customers will open your message, so you can make it truly relevant. With the right tools, you can make it beautiful and well-designed, so it’s not only useful, but looks good from one screen to another. Of course, all that sounds a lot easier to say than it is to do.
Or maybe not.
Using the right data to guide your customer journey.
Today, the customer journey is as complex as it’s ever been. People jump from one channel to another, often multiple times before they convert in the way you want them to. But they don’t think in channels unless you force them to. They just want what they want and will use whichever way makes the most sense to them to get it. So to increase engagement and build loyalty that will pay off now and in the long term, you need to understand each customer’s journey so well that you can create an experience that feels like one, seamless interaction, even if it’s through multiple channels.
Chances are, your problem isn’t about whether or not you have data. You probably have plenty — maybe even more than you know what to do with. Instead, the problem is knowing which data is important and how to let the right insights improve the way you engage with your customers. To give them the seamless, personalized journey that will bring them back to your brand again and again.
The heart of this customer journey dilemma is not data itself. It’s that your data is scattered. So you may not have the tools to act on cross-channel insights. By using inefficient and unconnected marketing tools to manage each channel of the customer experience, your channel marketing insights are siloed. Which means it’s really hard to create a useful, engaging holistic brand experience for your customers. And because the experience is suffering, conversion and customer loyalty are suffering too.
Cross-channel marketing does require coordination.
Today, your brand experience matters more than ever. Your customers are aware of when a business is catering directly to them. To add to this challenge, you need to show this understanding of your customer across multiple channels — both online and offline.
Unified, cohesive experience
Part of the problem is that while many companies have the ability to push messages through multiple channels, they don’t have any meaningful way to connect these moments into a unified, cohesive experience.
It’s not enough to simply talk to your customer. You need to coordinate those messages to create a single, coherent conversation.
And while technology and best practices have shown marketers how to orchestrate a cross-channel approach.
Many brands are operating in siloes, unable to compound their influence by working together.