How Email Helps Make Multichannel Marketing Easy and Successful
Trends come and go; it’s a logical progression for all industries alike. In the case of digital marketing, email is the proverbial phoenix. About a decade ago, when social media was picking up, when Facebook and Twitter were on the path to a meteoric rise in users, email was being pulled up as the scapegoat to be crucified, as something needs to fall, for something else to rise. Email wasn’t really interested in letting up and today, email is still the undisputed king of the digital world. The email marketing sector raised above all criticism; it changed, evolved and incorporated new standards to appeal to the younger generation of users.
Email is a long way from being dead
It has seen its ups and down, but smart marketers have used it to its best possible outcome really well. Brands have achieved massive returns from it and have invested millions into it. This is because email is basically a system that can evolve and adapt to market needs and situations. Today, with the rise of the Smartphone, judgment was again passed as to that the apps will take over. Here is a small graph that suggests otherwise.
This is the power of email. It is ubiquitous and receptive to change. With the steady increase in adoption of various types of marketing tools, which we call- the multichannel approach, email has again shot into the limelight. Multichannel marketing uses all possible avenues to approach a prospect or a customer to gain interaction. Email is an integral part of this process.
It’s the era of the ON DEMAND CUSTOMER
Email has indeed evolved, no doubt about it, but the customer has evolved too. Gone are the days when competition was sparse, and your message had a higher chance of reaching your prospect. Now, the customer chooses who they interact with, and make is very clear about what they want and more importantly- what they don’t want. This has pushed marketers to be proactive about their approach and the way they deal with customers. This has given rise to the phenomenon of multi channel marketing.
It’s a two way street
The evolution of multichannel marketing has made marketers realize the potential it hides. Creating marketing messages that can seamlessly migrate from one platform to the other and feed off each other is the new definition of open market sales and marketing. The customer journey is important here. Mapping what they do, how they interact and where are important in creating messages that reach them at the right place and the right time.
Your emails can lead them to your social page, where they see how their peers have interacted with the brand and the ratings you have got, and they then visit your landing page, where you demonstrate the ways in which your products can help them. This is the beauty of multichannel marketing.
Multichannel marketing is a lot about timing, the message and the ability to complement each other as the customer is lead ahead on their journey towards purchase. In-store marketing messages such as pamphlets can have email addresses that customers can use to contact you. Your emails can have details about your store locations. SMS can lead people to your offers page where you ask them for their email addresses so you can send them your newsletter. Emails can be used for AdWords and Facebook Custom Audience posts.
Marketing automation is also something that fits well with multichannel marketing. Automating your messages saves you a lot of time and resources. Trigger-based email marketing is one of the most popular options wherein customer triggers such as sign-ins and requests for quotes use emails to instantly contact prospects and engage them. This reduces time to market and decreases the level of competition substantially.
The ability to coordinate your marketing messages is the key aspect of success here. It needs to be timed to perfection, or else it seems disjointed, too late and lacks the appeal of an immediate advance. Juggling marketing messages, interspersed with email, social and off line activities is not for the weak at heart. It takes precision, good and reliable tools, excellent content that is apt for the situation and proper delivery tools. New users can be given an option to follow you on social media, subscribe to your newsletter, your loyalty program and any other options you have for them.
What hasn’t changed is this- the content needs to be awesome, connect worthy and relevant. The design of the marketing paraphernalia has to be consistent across all platforms. The message has to be the same and it also has to be consistent. Brands need to be able to be identified easily. Recall is extremely important today. With the clutter that surrounds marketing, people need to know you, and for that, memorable content and design is the way to go.
Your website needs to be the hub of all activities. Know what customers are looking for on your site. See to it that all channels are seamlessly approachable and lead to their designated destinations. Make it easy for prospects to sign up and interact with you.
Another crucial aspect of multichannel marketing is the process of listening. You need to be on top of what is happening in your industry, competitors, and what people are talking about. This allows you to gauge their interests and helps you in creating content that connects. Social listening is popular today and there are many numbers of tools that help you do this. Your lead generation pipe line needs to be clear, straight and appropriate action needs to be taken for leads at appropriate times. This keeps them engaged and ready to move along to the next stage.
Your employees are vital to the multichannel approach. They need to know all the various channels that you are using to engage with prospects and customers. This allows them to monitor and be ready to engage them.
Multichannel marketing and email marketing are closely linked. Today, it is paramount to ensure that you maximize your options, know where your customers and prospects are, get all your marketing collateral in line with the process and lead them on to your end result.