An omnichannel marketing strategy seeks to provide a consistent, high-value experience to customers across all channels of communication. Seamless messaging on every channel – email, SMS, push notifications, social media, etc. presents a unified brand image and message for customers.
Well-crafted omnichannel messaging is about helping fulfill customer needs in the best manner possible on every channel. This article explores why and how email marketing should be given special attention as part of your omnichannel outreach.
Email is one of the most affordable channels to engage your audience and generate more revenue. It is, to date, the highest ROI generator among all marketing tools. It also allows for hyper-personalization – a make-or-break for digital marketing campaigns.
Why email matters in your omnichannel marketing
Facilitates one-on-one engagement
Emails speak directly to the user. Unlike FB or insta posts, they communicate with individual users one-on-one, and not as a brand’s entire social media audience. This is exactly what allows for hyper-personalization, making email the gold pass to user engagement and conversion.
Marketers want to drive personal connections with email recipients. Personalization is meant to make the messaging resonate with a user’s preferences and expectations of a brand.
Email allows this with greater ease compared to other channels of communication. You can send content that is dynamically customized on the basis of user behavior, whether on your site or the larger internet landscape.
Such tailor-made messaging significantly affects customer engagement and positive user actions.
Allows closer, more specific targeting
Sending a barrage of messages to a single customer never worked and never will. Email allows you to create/curate and send content that directly appeals to specific users. You can also use demographic data to send emails when recipients are most likely to notice, open, and engage with them.
With the right tool, emails can be highly personalized while being sent at scale. Use data like browsing, purchase behavior and other patterns to customize email content for separate customer segments. You can forgo the fluff and tell users what they actually want to hear.
Highest ROI among all channels
The average ROI on email marketing is $36-$40 for every $1 spent. With numbers like that, there should be no question about whether email should be highlighted in your omnichannel marketing.
Here’s the biggest differentiator: your brand’s email list won’t be affected by algorithms or third-party structural changes, which is often the case with SEO content, social media content, and the like. Your emails will always reach the recipient no matter what you send or to whom you send it. This one advantage about email allows marketers greater control than any other communication channel.
How to create value-add email campaigns within your omnichannel strategy
Lead with data
Gather customer behavior data and only after that create your email lifecycle. Extract data from every single channel and use the information to develop emails that provide actual value to the readers.
Data lets you personalize email content and start relevant engagement. But you need to understand your customer to even start with personalization. That is why you must gather as much insight as possible into your customers’ minds.
Without exception, emails sent without studying customer data lead to low open rates, with users unsubscribing or marking them as spam. It wrecks your domain reputation, brand credibility, and customers’ trust.
Once you have enough data, start segmenting
Intelligent segmentation of customers allows marketers to treat them as individuals. A 14-year-old K-pop fan has very little in common with a 30-year-old SAHM. Intelligent segmentation is the first step in realizing the differences in your customer pool and adjusting your message accordingly.
Go beyond the obvious segmentation markers like geography, age, and gender identity. What other unique attributes would your customers share? What about ‘most active browsing time’? Or ‘most followed categories’? The point is to find those little windows through which you can understand your customers more personally.
Segmentation ensures relevance by catering to distinct preferences and needs within your email list.
It helps enhance personalized messages for different audience groups, amplifying engagement, open rates, and conversions through tailored content.
Collaborate with other teams
Understanding a customer requires seeing them from every possible POV, and this data can be gathered from various teams. Talk to everyone, from Product Development to Sales to Marketing to Customer Support. Every team sees a side of the customer the others don’t; collate all those viewpoints to see the whole picture.
For example, if the support teams tell you that customers have trouble using a particular product feature, create an email with detailed, tutorial-style steps for it. Customers get what they want, and you score points for relevancy. They will keep opening and engaging with your emails because they bring value.
Use the right tools and resources
Turning email into the star of an omnichannel strategy requires a mindset shift. You need to conceive and implement ideas in innovative ways. For instance, email marketing requires increased automation now. You can easily schedule emails for even the micro-segmented campaigns. Consider sending interactive AMP emails that function as well as a website or an app, allowing users to perform several actions without leaving the inbox.
The right software, such as Netcore’s AI-powered email platform, helps you make data-based decisions, prioritize the correct insights, and drive impact with every email.
When appropriately managed, emails are the ultimate revenue drivers.
Netcore has been at the forefront of the technological advances that make email a robust and non-negotiable part of every omnichannel strategy out there. Email is emerging stronger, evolving like never before, and we are there right in the midst of it.
If you’re considering taking the dive and need expert guidance at any level, connect with us. We’ll share the real-life success stories that we have engineered where email marketing got bigger, better, and brought in more revenue than you’ve been led to believe so far.
Netcore has been recognized as “Ahead of the curve at applying AI to marketer workflow” in The Forrester Wave™: Email Marketing Service Providers Report 2022. For the second year in a row, we received the “Highest overall customer rating” as a Customers’ Choice in the 2022 Gartner Peer Insights “Voice of the Customer” Report.
We send over 20 billion emails a month on behalf of 6500+ businesses across 40 countries. We’re constantly analyzing results, gathering insights, optimizing at different levels, and pushing for the highest achievable ROI in email ecosystems.