Email plays a key role in cross-channel marketing: it fulfils an interface function and is one of the most important tools for long-term loyalty to a brand.

In this article, we not only deal with the possible design of this role, but also ask ourselves which best practices from other channels can be transferred to our email marketing.

Goals of Cross-channel marketing

While multi-channel marketing aims to reach customers on the preferred channel and provide them with relevant content, cross-channel marketing goes one step further. Ideally, the different channels interact seamlessly. This creates more points of contact with leads and customers.

In a recent Gartner study, participants were asked about their primary goals, which they pursued with their multi-channel strategy. Almost half of the respondents (48%) stated that they wanted to increase the general awareness of the brand, almost as many (46%) were aiming to improve the lead quality. The third goal is to optimize the user experience through personalization.

These goals can also be applied to cross-channel marketing. In the sense of successful recommendation marketing, this approach is preferable for companies. In addition, there is more potential for the successful implementation of marketing based on recommendations that can take place on a wide variety of channels

No tunnel view: combine advantages of all channels

Every communication channel – be it a social platform, website, newsletter or offline media – offers other advantages that result from the different uses by the user. In social media, the tone is looser, this creates a different – more comprehensive – perception of a brand and it can build up sympathy points. Different content is expected on a company website than on a Facebook page. Think about where you best place different content. This is the basis for a successful communication strategy. In terms of marketing that symbiotically connects all channels with each other, special attention should be paid to creating interfaces to other channels and promoting interactions.

However, email marketing occupies a special position among the communication channels – after all, the targeted distribution of information is still ensured here. In addition, it acts as a link between the various channels and external systems that are used for communication.

The email serves everyone well

No matter through which channel, a lead for the company is generated. Email remains one of the most effective ways of turning prospective customers into customers and helps accompanying them along the customer life cycle.

From a technical point of view, email marketing also has a connecting role. The professional integration of contacts via website forms, Facebook, lead ads, from CRM or other third-party systems is guaranteed by professional email marketing software.

Email campaigns make it possible to create incentives and attention for content on other channels, for example to build a brand community, generate more traffic for the website or conversions in the online shop. Of course, the design of the landing page also plays a role here.

Conversely, the automation of email campaigns enables trigger emails to be sent based on events that take place in other channels or in third-party systems (e.g. a shopping cart cancellation, the creation of a customer appointment in CRM, etc.).

Leverage best practices from other channels in email

As mentioned earlier, each communication channel has its advantages. Some result from the way in which they are used, others from the format or the tone that is struck by users. Here we would like to summarize some ideas for you, how you can use best practices for your newsletter.

#1 Share good content with others

Facebook is leading the way. In the meantime, posts can not only be liked, but can also be provided with other emojis. Instead of just evaluating the number of clicks on a post, you could ask your subscribers for graded feedback. In addition, offer the opportunity to share newsletter articles via social media. Point out your newsletter in your Facebook or Instagram story and reward the new subscribers with a special surprise gift!

#2 Follow certain topics

Instagram allows its users to follow certain topics from the community via hashtags and use it to design their news feed. Let your customers choose between different topics or newsletter types. You benefit from this not only because of the increased attention, but also put your target groups on a solid basis.

#3 Use interactive elements

In your email campaigns, take up those technologies that have already proven to be extremely effective when used on websites and are therefore almost part of the standard repertoire, such as sliders. The possibilities offered by interactive newsletters are widely spread. They range from simple navigation elements to email campaigns that resemble a small website or invite the recipients to a game.

#4 Bring relevant information into use

Email marketing is a great way to get to know your customers better. Therefore, not only include existing information from other systems, but supplement the image of the customer over time based on the reactions to your email campaigns.

#5 Create a personal touch point

Remember to use every opportunity to address subscribers personally. Although, in some industries emails will never replace the personal contact, you can use them to strengthen customer relationships. Send emails in the name of the customer’s key account manager, use individual product recommendations or just to surprise them with a nice thank you email to celebrate the customer anniversary.

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