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Email Marketing – Enhancing Your Omnichannel Experience

email marketing to enhance omnichannel experience

According to Internet World Stats, North America has seen over 190.4% growth and 87.9 % penetration of internet usage in the period from 2010 to 2015. This has brought a near-obsolesce to Direct, Multi and Cross channel Marketing campaigns with marketers taking advantage of Omnichannel Marketing

A recent survey by PewInternet has revealed that 64% of American adults own a smartphone. But how are they harnessing it for shopping? Here is an interesting stat:

What makes Email one of the core aspects of Omnichannel Marketing?

Email reaches a wide audience

No matter where your subscriber is located geographically, just being armed with an internet connection and a compatible device, can help you get digitally notified through emailsabout the latest fashion trends or even reminders if you are planning to join a gym 4 months later.

‘Jim gets newsletter for grooming products’ – Thanks to segmentation!

As per a study, 54% of US & Canadian consumers consider ending their brand loyalty if they were not given tailor-made, relevant content & offers. But with the help of List segmentation, Gillette for instance can send newsletter about grooming products to Jim and beauty products to his wife.

Watch your products break barriers with Interactivity in emails

As per Statista, the number of US mobile coupon users is expected to rise from 74.6 million in 2015 to 126.9 million in 2016, driven by the rapid adoption of smartphones. Moreover, 29% of mobile users are open to scanning a mobile tag to get coupons. So by providing a 360O view in GIF of relevant products in accordance to the purchase behavior, or a barcode containing a discount for next purchase; it can help quickly convert your CTA to purchase.

Attention catching Subject Line to show your love

Survey reveals that up to 45% of consumers say they’re more likely to open and read an email if the subject line mentions a discount or special offer. Indeed, a clever tactic to catch attention of subscriber who is scanning to find ‘THE’ elusive deal.

Integrate and Rule – Integrating Emails with other sources

With the level of distraction present in the modern world, a purchasing journey can become a roller coaster ride with loads of detours leading to abandonment mid-purchase. By reducing the effort and number of clicks it takes to go from viewing to purchase, it is essential. Henry Ford once said “Coming together is a beginning, staying together is progress, and working together is success.” Similarly, to run omnichannel marketing, it is necessary to integrate your emails with different sources so that they work together. And the best way to do so is streamline the life cycle of your email with different stages of purchase.

See how Emails have been supporting the Omnichannel Marketing campaign for Starbucks:

Get in touch – Understanding various Customer Touch Points

A touchpoint is any time a potential customer or customer comes in contact with your brand – before, during, or after they purchase something from you.

An infographic from Neustar outlines current opinions on the benefits of omni-channel marketing, in which 68% consider Email as a Critical Customer touch point and 45% believe that email gives additional customer insights.

Now you must be wondering how to link numerous search from various devices to a specific customer.

Here are Top 5 ways (Termed: consumer data identifiers) used:

For Example: A consumer (Axel) is looking to furnish his home in Pasadena, CA.

Road map for an All-round Omni channel marketing

In the ever-changing technological scenario, it is mandatory to put users at the center of your multichannel design, offering a strategic omni-channel approach that let users act on their product or service triggers and motivations regardless of the channel, which serves as a brilliant experience for every user, regardless of how they interact with your brand.

Distribution of multi-paths to complete a purchase (Source)

Let’s Go with it! – Implementing an Omnichannel Marketing strategy

An Omnichannel approach is very expensive to implement but provides even valuable (and expansive) ROI with shopper purchasing patterns and social data mining. So some points to take into consideration before implementing:


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