Email marketing: what it is and how to implement it

What is multichannel marketing?

 What is multi-channel marketing? Let's try to answer this question together and understand the pros and cons.

What is multi-channel marketing?

Omnichannel marketing can be defined in many ways, but at its core, by delivering a single marketing strategy across multiple channels or platforms, Omnichannel Marketing maximizes opportunities to interact with potential customers. The channel can be email, print ad, retail location, website, promotional event, mobile app, SMS, product packaging, or word of mouth

Why should you engage in multi-channel marketing?

As marketers know, multi-channel marketing has several clear benefits.

• Create a strong web to catch your prey. 🕸 A multi-channel approach is to cover as many points of contact with the client as possible. However, the omnichannel approach only considers a certain number of touchpoints, as it is about offering the best customer experience across all touchpoints.

• Improving the brand image. ✨ You need to be everywhere and show your face or your brand as often as possible. Why? Because you must remain in the memory of your customers. This is the only way to get them to buy your products, talk about you and increase your brand awareness. How? Omnichannel helps you be on multiple channels of communication to get your message out louder. 📣

• Hitting the point. 🏌️♂️ Starting with the buying cycle and reaching them with targeted messages as part of their channel journey, multi-channel marketing can allow you to reach customers in the channel of their choice. To make sure luck is on your side and convince them, you need to send the right message, through the right channel, at the right time. Hitting the target is not easy. But multi-channel strategies will multiply your chances many times over.

• Data analysis is your godsend. 💎 The more channels you have, the more promising behaviors you have for analysis: the number of clicks, the number of opens, conversion, and so on. The more you understand and find the patterns that make your potential customers click on your product's "buy" button, the more multi-channel funnels you'll be able to reproduce.

How to create a successful multi-channel marketing strategy?

• You need to think! You know, with your brain. 🧠 Marketing is great. But without a strategy, it doesn't make sense at all. You need to create a true multi-channel strategy and constantly review what you have implemented. Am I targeting the right audience? Am I using the correct channels? Is my message clear and attracting potential customers? Do I represent the added benefits I bring?

• Do not be afraid of complex sequences, everything is possible. 🦸♂️ At first, multi-channel will seem intimidating to you. I can understand it. But with the right tools, a few YouTube tutorials, and a little motivation, you can honestly learn how to use a lot of different channels.

• Do not hurry. 🧘♀️ It will take time, mostly in the beginning. The time and effort you put into it will be the seeds of the fruits of your success.

• Don't be cheap. 💱 You will have to invest some money in great tools. They will help you automate your marketing and search. Find out what your budget is, there are enough tools to find one or two that suit your needs according to your chosen price range.

• Find a great team. You will need to send transactional emails, LinkedIn posts, maybe Facebook or Instagram posts, create lead magnets or webinars, and send emails… Depending on who your target audience is and what is the best way to reach them. Due to the many activities, you will need to build a team with excellent dynamics and communicate on every aspect of the strategy. Be informed otherwise you will lose customers.

• Go online and check out different tools. 🤓 Last but not least, check out comparative studies about omnichannel and automation tools.

Omnichannel Marketing and Omnichannel Marketing: Are They the Same?

First of all, let's talk about definitions 👨🏫

• Omni-channel: Use of all available acquisition channels. 🔥

• Multichannel: Use of several different channels without communication between them.

• Cross-Channel Marketing: Working in “funnels”, this strategy is an optimized channel experience. The prospect falls into a sequence in which marketing messages are linked and follow a certain sequence, we call this a conversion funnel. 🚀

What is multichannel marketing?

Omnichannel strategies can reach more leads and more frequently, but brands must have a strategy that unifies the customer experience across all channels. It's called: the Omni channel. Using all possible channels to convert a potential customer

Omni channel does not exist without Multichannel, but the reverse is not true. With Omni channel, each channel works together to create a unified experience.

Example 1: What is an omnichannel marketing strategy? B2b

• A prospect receiving a message on LinkedIn about a new growth marketing product.

• The prospect receives an email containing a link to a demo version of this product.

• A prospect receiving a call from a salesperson about a demo they viewed.

Of course, for this to work, you'll need to make sure your contact provides you with their details, so you'll have to add some contact forms.

Example 2: What is an omnichannel marketing strategy? B2c

• The client receives an SMS message about a sale or promotion with an end date.

• The client receives an email about the approaching expiration date of the promo code.

• A customer receives a retargeting ad when they opt out of a promo code and then repurchases a company news item.

What is multichannel marketing?

How to get information from your potential client?

The contact form is the best way to do this. It can be online, with what we call a lead magnet: I give you a piece of information, a case study, or a document in exchange for your e-mail, for example.

What is multichannel marketing?

If you already have their email, then well done. Step 2: get other information about them. This is the perfect call to action. By clicking on the button, they will be taken to a new form in which you can ask them a question:

• Connect to your LinkedIn account.

• Enter their phone number to receive a call.

• Enter their address to send them a brochure.

What is multichannel marketing?

The Future of Omnichannel and the Transition to Omnichannel Marketing

It's like moving in a circle:

• More and more companies are moving to advanced omnichannel and multi-channel marketing funnels, so the competition is on the rise. 🗻

• The more competition, the more you will have to do (more than your competitors) to make sure you don't lose customers.

• You need to create your own individual and creative cycle to keep a customer, but you also need to expand as your competitors spend and get more customers. You need to fight with the same amount of budget and soldiers, and if possible, always have more than them. 🥊

• Basically, wars have gone digital, and to make sure your company survives, you need to use multi-channel marketing.

Frequently Asked Questions About Omnichannel Marketing

What marketing channels to combine?

We would love to give you a simple answer to this question, but it really depends on what kind of business you have.

But to help you a little more, here are some channels that work well together:

• Again, it all depends on what you're selling and who you're selling it to. Generations Z and Y are very fond of social networks such as Snapchat and Instagram. Social networks have a strong influence on their purchases. Using these media will help you reach your target audience.

What is multichannel marketing?

• What is the key in B2b marketing? Well, it's not that hard. You will need to oscillate between creating content (brand awareness) and interacting with a potential buyer (hunting) or customer (nurturing). You have many options for this. The best way to be powerful is to centralize all your lead information in CRM and personalize your campaigns across all channels. 🔥

What is multichannel marketing?

• For the older generation: What is multi-channel marketing? It seems to me that it is quite difficult to adapt to the older generation because we really have different codes and we do not buy the same products. You need to combine online and offline channels such as markets and trade shows.

What is multichannel marketing?

How do measure the results of multi-channel marketing?

Again, your marketing analytics and your results will depend on who your customers are and what you are selling. Therefore, everything that I am going to tell you now should be adapted to your business.

The best indicator is an arrow pointing up 🏹 or down 🔪. This means that what you do works and you get more clients. Let's take a closer look.

Selling BtoC: Omnichannel Marketing

 

• 👩❤️👩 Loyalty Metrics: How many points in your loyalty program are actually redeemed for rewards?
• A high buyback percentage indicates growing customer loyalty. You will need to calculate the percentage (For example number of program participants / total number of clients)

• 🥇 Number of new clients :
• The best way to calculate it is by weekly analysis when you are just starting your company.
• Then by months for a short-term strategy. It is important to adjust the strategy throughout the year, the “monthly report” is our favorite.
• Year after year - for a long-term strategy.

• ⏰ Time to convert or introduce your leads into the sales cycle:
• The first thing to think about is: How many hours are there in a day? No, the answer is not 24.
• In national sales, Btob is usually from 9am to 9pm. So your conversion day is 12 hours long.
• For international BtoC sales, it can be as close as 24 hours.

• 💱 Number of leads and conversion rate :
• Your conversion rate is the percentage of potential customers who become actual buyers through online shopping activities.
• What to do with this ratio? You need to change your strategy if your conversion rate is low.
• Possibly: You are not targeting the right person? Is your tool not meeting people's needs? Is the information unclear? Is the user experience difficult? You need to find out what is wrong with your strategy.

• 🃏 Return on investment (ROI ):
• ROI = (profit or loss on investment - value of investment) / value of investment.
• For an investment worth €10,000 that generated a profit of €15,000, the return on investment is (15,000 – 10,000) / 10,000, or 50%.

• 😿 Number of canceled orders:
• We also analyze sad KPIs. Cancellation of orders means that something went wrong in the payment process. If customers have reached this point, then they were interested in the product. Why haven't they bought it yet?
• The typical cart abandonment rate for online stores ranges between 60% and 80%, averaging 71.4%. It is claimed that with an optimally optimized checkout process, the abandonment rate is 20%.
• If you want more information, you can ask what went wrong: it's the same process for the uninstaller.

What is multichannel marketing?

E-sales: Multi-channel marketing

• 💲 Cost of goods sold:
• The cost of developers, software, raw materials... A product is never free, whether it's online or physical.
• Cross-talk about cost and conversion rates will help you understand if you are getting any benefit from your sales.

• 🦅 SEO Website Traffic:
• This is by far my favorite item (I'm an editor for a reason). Your traffic is a big part of your brand exposure as well as conversions.
• Check out Google Analytics for more details:
• The number of unique visitors and the number of repeat visitors.
• Time spent on an e-commerce site.
• The number of product reviews.
• Page views per visit.
• Blog traffic.

• 🏴☠️ SEA (Paid Advertising ):
• Do you want to conquer territories as a pirate? Use social media advertising and Google Ads and find out:
• The number of clicks on ad campaigns.
• A measure of the effectiveness of partner channel campaigns.
• Traffic volume cost per click or cost per 1000 views.

• 👩💻 People on the other side of the screen.
• Salespeople, helpdesk, chatbots, etc. - all have valuable data.
• Several emails were sent to customer support, response speed, and satisfaction rate.
• Number of calls to customer support, average call time, number of new customers after calls.
• The number of open chats with the support service, the number of problems, questions, and satisfaction rate.
• You can even use these numbers on your landing page to increase desirability.

What is multichannel marketing?

In Conclusion – What is Omnichannel Marketing

So now we have answered the questions:

• What is multichannel marketing?
• Why and how to get started with multiple digital channels?
• How to create a real customer journey.
• How to calculate the success of your campaigns.

I hope we helped you. 😊