According to Google, 90% of multiple device users switch between screens to complete a task. That’s right: they’re constantly in motion. So, why not start thinking from this perspective?
What is Omnichannel Marketing?
Connection. That’s what it’s all about, and Omnichannel Marketing is your guy. It basically helps brands interact with customers on all the channels they already hang out on. The main objective? Make customers take action. For that, you’ll meet them on the corner (channel) they usually hang out on.
But hey, it is not as simple as recording your grandma telling jokes for TikTok. There’s a whole science behind it. Every message has to be on-brand, on-point, and cohesive across channels. We’ll go deeper on this. Ready? Grab a drink and we’re all set!
Omnichannel Marketing in Email Deliverability
Customers are not opening your emails? Maybe you need to reach them where they are most comfortable and responsive. You need to give the main fortress (email sending) a break and try different fronts: Facebook, X, Instagram, Snapchat, TikTok, LinkedIn, you name it. Why? You’ll gather data on what grabs your customers’ attention, polishing your strategy from every angle. In other words, you need to get out of your house to make some friends.
Imagine you’re a rock musician hosting jam sessions in your basement. It’s fun, sure (no sarcasm intended, don’t worry). Friends show up, good times roll—but it’s always the same crowd, same sound. After a while, it gets old, and you’re craving something new. So, you hit up some pop, metal, jazz, even Latin gigs. You meet cool people, chat a bit, and it turns out, they dig rock too! You share your stuff, they love it (naturally, you’re a great musician). Next thing you know, your jam sessions are packed with fresh faces and new sounds, and you’ve outgrown the basement!
Strategies for Effective Omnichannel Marketing
1. Build a consistent messaging across platforms: Your brand needs to be as recognizable as that one friend’s laugh. Consistency across platforms builds trust. Imagine logging onto Twitter and seeing a sleek, modern logo, but then hopping onto Facebook, where it’s a completely different vibe—bright, messy, and unpolished. Confusing, right?
2. Segment your audience: Divide, tailor and you’ll reign. You wouldn’t craft the same content for baby boomers and gen Z, right?
3. Guide them smoothly through different platforms: Take them on a tour to show your brand! Cross-promote. For example: Drop a teaser on X, highlight a key point to spark curiosity and… boom! You’ll lead them to the full blog.
4. Peak Engagement Hours: Email’s prime time is mid-morning on weekdays (when everyone arrives at the office), while SMS shine during evenings or weekends (when folks have their phone at hand). Now listen: Squeeze those gold minutes!
5. A Note on Oversending: Just keep it interesting, not overwhelming.
6. Behavior-Based Timing: If somebody subscribes to your newsletter (in the case of email), YOU NEED TO SAY AT LEAST “thank you for subscribing”, or, in the case of a coat purchase, for example, ask for the coat’s performance. Wouldn’t that be nice?
If the customer takes action, DON’T FALL ASLEEP AND FOLLOW-UP! That means they’re interested. Use the momentum.
Improve Deliverability in Omnichannel Marketing
And here, dear fellows, are the well-known good practices we always repeat, but applied to a omnichannel context:
1. Data Quality: Ensure your customer’s data is accurate, up-to-date, and complete.
2. Personalize: If you’re doing a good job with personalization, your emails, and any type of content, will likely end up delivered and seen.
3. Optimize for each channel: Each channel has its unique characteristics for deliverability and engagement. So? So better start hopping into TikTok trends.
4. Test and Monitor: Like all the practices related to marketing, pal.
A Couple of Tips for Some Channels
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You might be acquainted with it by know, but anyways, authenticate your domain
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Keep an eye on your sender reputation
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Take your subject lines and preheader text to the hairdresser and make them shine!
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Prune your list and segment frequently
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Don’t ghost your customers. Be constant in your sending frequency
SMS
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“No” ALWAYS means “no”: SMS has stricter opt-in regulations. If you don’t follow them, you may face legal issues, plus carriers blocking your messages
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Keep it short and sweet: It’s not like you’ll start using acronyms like teenagers used to in the 2010’s. Just make every word count. Be straightforward with CTAs and provide valuable information.
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Respect Do Not Disturb Hours: We all feel special, but let’s be honest: you don’t want to hear from your friend at 4am. Probably you won’t like to hear from a vendor either.
SOCIAL MEDIA
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Tailor content for each platform: Would you post the “Hi, I’m John Doe and this is my first drink of the night” trend on LinkedIn? Hey, don’t get us wrong, we love that type of content, but maybe you won’t have the expected result and engagement. However, if you do decide to go edgy, call us; we’re watching.
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Catch them at the right time: It’s simple. Post when your audience is most active. The fun part? You’ll have to find that sweet spot with a couple of tests.
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Engagement-Driven algorithms: Content that gets quick engagement is king. The trick is to keep your audience moving. How? With clear CTAs and questions to boost the visibility of your posts. Keep this in mind: More engagement = Better organic delivery.
Final Thoughts
Omnichannel Marketing is looming as a strong strategy to build up brand recognition. Even if you’re an email traditionalist, exploring new ways to approach your audience might throw results you’ve been ignoring. And if you’re too shy to act in front of a camera, just remember, you don’t need to become a social media star overnight. Simply meet your audience where they’re most engaged.