Email marketing is a game of layers which requires an effective mix of channels. For instance, a social media ad may lead to an article on your website, which triggers a download, which in turn prompts a welcome email. By making use of targeted messaging through one channel, and following that up with added messages through associated channels, you dramatically increase opportunities for brand engagement as well as putting together lasting relationships.
Cross-channel marketing is a more concise term that is used to describe these tactics. You need to reach consumers by using a multi-tiered, consistent (yet natural) campaigns which leave positive impressions in addition to leading to results. By making use of multiple channels, which leads to additional touchpoints, you allow your customers to engage with your brand through the method they find most valuable.
Why is email cross-channelling effective?
Email marketing is direct
There are no stops between your organisation and the potential customers. Email is a direct channel to customers. It is the most fluid way to cement a relationship with your customers as recipients have opted in. They have demonstrated interest which helps to put loyalty in place.
You’re building a relationship and putting incentives forward. How many times have you elected to make that online order when you received a coupon? Email marketing has been demonstrated to deliver a higher return on investment (ROI) as opposed to other tactics.
Consider all the times when you’ve opened an email, clicked on the image, and been delivered to an organisation’s site. It enables you to gather click-through data and pinpoint consumer behaviours. You can dive into why people are opening the email and how far are they going in the process. The more information that you collect, the better you can target subsequent efforts.
