Today’s marketing leaders are moving towards a highly integrated approach to build an immersive, cross-channel experience: Embrace email marketing, of course, but don’t stop there. Build a marketing program that engages with your audience with personalized messaging across all of the communication channels they use, including their physical mailboxes, mobile devices, and more.
By mapping your subscribers’ engagement across all the marketing channels at your disposal, you’ll have a clear sense of their relationship with your brand, enabling your team to build meaningful connections and deliver joyous cross-channel experiences.
So which marketing channels can be leveraged to complement email? Consider incorporating these five into your next campaign.
1. SMS Marketing
Great for: Timely, high-importance messages. Consider SMS for sending updates on an order status, alerts when a package is out for delivery, or a notification for a special flash sale.
2. Mobile Push Notifications and Embedded Messages
A highly optimized mobile experience in your app and beyond is crucial to maintain engagement with your audience as they go through their daily routines—during their commute, while at work, while out with friends, or wherever they may be.
Great for: Mobile apps are ideal for crowdsourcing feedback and creating conversations among your fans. And, of course, you’ll want to make it as simple as possible for your audience to purchase a product. Create a seamless online shopping cart experience that retains stored credit card data, past orders, and saved wishlist items.
Best practices: Use push notifications to encourage your customers to come back to your app over and over again. These can be used to promote a sale, spotlight a leaderboard winner, or encourage your audience to check out a new feature or video within the app. Then tie in their engagement behavior via other channels with embedded messages to give them a seamless cross-channel experience that feels natural, but also helps your team visualize how in-app marketing can increase sales through desktop or in-store purchases.
3. Web Push Notifications
Great for: Web push notifications should be used sparingly, for high-value, timely messages. Like SMS messages, consider using them for special limited-time promotional discounts, order updates, and new product alerts.
Best practices: Focus on building personalized notifications that tie into your subscribers’ browsing history so that you’ll keep them engaged. For instance, if a segment of your audience has previously bought shoes from your site, you can send those subscribers a web push notification when you’ve added a new shoe brand to your inventory.
4. Direct Mail
Cross-channel marketing doesn’t always have to be digital. Way back in 1888, Sears Roebuck started sending catalogs to farmers in the heartland so they could explore the company’s range of tractors and farm gear at their kitchen tables.
Great for: With the added cost of printing and shipping, direct mail works best for your biggest promotional events, such as holidays or semi annual sales, as well as key points along the customer journey, like inciting a first purchase or converting to a premium subscription.
5. Connected TV (OTT)
Best practices: When juggling in-app messaging to mobile apps, web browsers, and connected TV devices like Roku, you can send campaigns to all of these destinations, but make sure users are prevented from seeing the same message in more than one place.
- Images have no size limit, but for best results, stick to 540×304 pixels and a 16:9 aspect ratio
- Titles are restricted to the 100-character limit, but custom fonts and background colors can be used
- Up to two buttons can be added with deep links to the part of the app where you want to send users when they click
Moving From Email to Cross-Channel Marketing
Email marketing is essential, but the best brands will look beyond a single channel to identify the clearest paths to engagement and strengthen brand loyalty.
Every brand needs to find the right marketing mix by testing, iterating, and constantly optimizing. Pay attention to who your customers are and how they choose to engage with you: What platforms do they like to use, how often, and when? When they click on a link or buy a product, what can you share with them that’s relevant to their specific interests?
With a holistic, cross-channel approach that focuses on building highly relevant, behavioral-based messaging, you can more effectively meet your customers’ needs and treat them each like the unique individuals they are.