In a world often dominated by information overload, it's crucial that communicators are strategic and creative in leveraging their avenues of messaging. Audiences can become desensitized – and often apathetic and/or annoyed – towards sponsored or branded emails.
Because digital communication and marketing aren't slowing down, email marketers must adopt innovative practices to ensure the best audience experience. One easy solution: invest in cross-channel marketing.
Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about relevantly engaging with your customer or prospect across every digital channel and any device.
From the inbox to social networks to the web, and across laptops, tablets, and smartphones, today's consumer moves seamlessly and fully expects you to be there with them, providing a true integrated experience. And just how exactly does a marketer provide such an experience? By tracking, of course. Tracking and monitoring the actions, movements and data of your customers and prospects.
Marketing requires many layers and an effective mix of channels, but it doesn't have to be hard. To reach users, one must think holistically about the multiple tiers that can be utilized in a communications or marketing strategy. In email marketing, these channels are mostly digital, including social networks, websites and messaging systems.
At the core of cross-channel marketing is email. It is a direct form of communication that can quickly and efficiently establish customer relationships and loyalty. This messaging often drives audiences to corresponding platforms or assets, like a website or downloadable guide or subscription newsletter.
Email is a fundamental piece to cross-channel marketing as it provides quantifiable benefits and has been proven to deliver a higher return on investment than other tactics. Users can open an email and automatically be driven to a company site simply by clicking on an image. Furthermore, tracking software can provide detailed analytics on "how" and "where" readers are interacting with an email, which eventually informs the "why" they are engaged.
Unfortunately, too many marketers rely on guesswork when it comes to tracking. Of course, it is inherently more valuable to know how consumers interact with your brand to reach the right individual, at the right time, with the right content. The ResponseGenius platform gives you full insight into how your customers and prospects are engaging your email messaging and allows you to track it. We'd love to share with you best practices for becoming a cross-channel marketing pro.