Weekly Email Marketing News Digest: Challenges In Cross-Channel Marketing

Angela Cheong
Jun. 21, 2013 by Angela Cheong

What is multi-channel? How about cross-channel? Marketers themselves seem confused according to this article by Mediapost. It’s been defined as “data-enabled targeting”, linked to “behavior” and “customer lifecycle”. We’re going to throw our hat in the ring, with CEO George Schlossnagle’s detailed definitions on multi-channel and cross-channel, in articles featured on Mashable.

Email marketers looking to go cross-channel: Start by listening

Experian provides some advice for marketers nervous about dipping their toe into cross-channel marketing. Begin cross-channel listening first, then use that data to optimize email campaigns based on how customers choose to engage with the brand.

Got Questions For Brands on Twitter? Expect A Response 38% of the Time

If you are providing customer service through multi-channels, what do customers expect in terms of response time? This study by Steven Van Belleghem, in association with SSI and No Problem has the answer.

VanBelleghem-Customer-Service-Response-Times-by-Channel-June2013

Compare this with an earlier Socialbakers study and we see the disconnect.

  • Brands only answered 38% of questions posed to their Twitter account after an average lag time of 6.5 hours.
  • Brands were more responsive on Facebook, answering 60% of question posted there, but took almost an entire day.

Email Should Not Be a Lost Channel: Messaging To The Purse

In the rush to adopt cross-channel marketing, email should not be forgotten. Here are a few tips to optimize your email campaigns.

  • Use data to drive testing
  • Use a control group and segment customers when testing new strategies
  • Make sure you are using marketing automation effectively
  • Ensure a seamless transition from email to website by ensuring that the landing page content corresponds to the email offer

Four key cross-channel marketing challenges from Digital Cream

Here are four key challenges marketers face in cross-channel marketing:

  • Data analysis and attribution is a challenge in integrated cross-channel marketing
  • Disparate systems are major technological barriers
  • Diverse customer databases means that customer segmentation is a problem
  • Organisational hierarchies can prove a barrier to cross-channel marketing

And here are some stats from Google on how multichannel journeys begin and progress.

google-multichannel-blog-full

Infographic: How Email Integrates Multi-Channel Marketing

Multi-Channel-Marketing-Infographic-640x3855

Find out more about The New Communications Standard – drive engagement by combining email with mobile messaging!

The New Communications Standard

1 Comment

  • Superb post but I was wondering if you could write a litte more on this subject?

    I’d be very thankful if you could elaborate a little bit more. Bless you!

    Reply

Share your Thoughts

Your email address will not be published.

Related Content

The eCommerce Tipping Point: Converting Consumers via Email

Brick and mortar businesses are staying closed on Thanksgiving, but online retail never closes. Yet, there are barriers to purchase. Find out what they are and how to combat them and convert consumers ...

read more

How To Make Your Emails More Social

I run the social program at SparkPost and Message Systems. One thing I know for sure is that your employees are your best fans. They are your best evangelists because they know the product and service ...

read more

On Labor Day & Bridges

This past weekend marked the unofficial end of summer here in the US. Yesterday was labor day, and for most people that meant it was a three-day weekend.

read more

Start sending email in minutes!

The world’s most powerful email delivery solution is now yours in a developer-friendly, quick to set up cloud service. Open a SparkPost account today and send up to 100,000 emails per month for free.

Send 100K Emails/Month For Free

Send this to a friend