Cross channel email marketing is the way forward, report states

A new report has confirmed what many marketers have known for a while, that cross-channel marketing really is the future of digital and email marketing. 

Experts such as Kym Reynolds, Senior Marketing Advisor of SmartFocus, believes that customers not only expect a consistent and personalised experience across all platforms – from social media and websites to mobile, email and in-store – but they are starting to demand it. Kym Reynolds describes it in this way:

“The modern marketer must be able to drive contextually relevant customer experiences to understand a customer’s behaviour across channels and action these immediately. It’s no longer good enough to simply send a one-off message or deliver inconsistent content: today’s campaigns must spark continuous cycles of interactions that build a foundation for long-term loyalty and engagement.”

She describes a model called cross-channel campaign management (CCCM) which covers every aspect of the consumer marketing experience from a breathtaking number of angles. According to the CCCM model, brands must create strategies for cross-channel marketing for the entire lifecycle of the customer-brand relationship, from a 360-degree angle and in real-time. How is it possible to do all of this? SmartFocus believes that:

“Vital capabilities to achieve CCCM include advanced analytics, real-time interaction management (RTIM) and digital channel delivery versus traditional marketing automation tools.

A good CCCM platform coordinates contextual customer experiences from one asset canvas delivered in real-time to any channel a customer is interacting in, or in their preferred channel at the right time, whether it be email, in-store, ecommerce, retargeting display, social or mobile.”

Consistency is key

The bottom line for marketers to remember is that consistency is absolutely everything. All marketing needs to be connected, not in a cursory way (i.e. sharing content from one platform to another) but integrated into the strategy of the campaign itself. The customer experience must be the same from one platform to another, including any efforts at personalisation. For example, if you have been customising content for an email marketing campaign based on a previous customer’s purchase history, this same personalisation should be applied to the in-app messages that pop up on their phones.

Making use of user-generated content


In the last few years, the way that customers interact with brands has changed hugely, with the biggest transformation being the way people share, view and consume content on social media. If brands can find ways to use this user-generated content (UGC) in email marketing in particular, they may see impressive improvements to their click-through and conversion rates. According to the SmartFocus report, retailers who make use of UGC in email marketing have reported a 43% rise in click-through rates and an increase of up to 3 times their normal conversion rates. A huge 86% of customers are also reported to be seeing UGC as an indicator of the quality of the product or service, just in the same way as word of mouth recommendations can boost the reputation of a brand. 

adam baetu