How Real-Time Data Makes All the Difference in Cross-Channel Marketing

As you may have heard, cross-channel marketing is the core focus of our latest report, aptly named the Benchmark Report 2022: Cross-Channel Marketing. In light of the subject matter, we would be remiss not to take a deep-dive into the positive impact of real-time cross-channel campaigns.

In order to discover these findings, we analyzed 10 billion messages sent by Blueshift customers in 2021. Through gathering these key insights about core engagement metrics, our team was able to prove the value of triggered cross-channel marketing. So far, we’ve covered the differences between single-channel and cross-channel batch sends and triggered campaigns. Today, we take this a step further by analyzing the nuances between two types of cross-channel campaigns: triggered cross-channel campaigns vs. cross-channel batch sends.

Both batch sends and triggered campaigns may have a place in your cross-channel marketing strategy depending on your target audiences and primary measurement of success (conversion, retention, etc.); however, we’re here to prove that real-time cross-channel campaigns are a necessity for unlocking the potential of your brand and keeping customers fully engaged.

DEFINING THE CONCEPT

What Are Cross-Channel Experiences?

Before we get into the specific data points we discovered about real-time cross-channel campaigns vs. cross-channel batch sends, we’ll define what sets cross-channel experiences apart from a traditional channel-centric approach.

Cross-channel experiences:

  • Are connected, customer data-driven experiences across 2+ channels
  • Respond to customer behaviors in real time
  • Optimize the next best action (content, channel, message timing)

With these factors in mind, let’s take a look at how click-through rates and conversion rates vary between real-time cross-channel campaigns vs. cross-channel batch sends.

DIVING INTO THE DATA

Real-Time Messages Amplify Engagement

When cross-channel messages are communicated in real time, customers are more likely to engage with your content and convert, helping to cultivate brand loyalists in the future. Triggered cross-channel campaigns resulted in a 68% higher click-through rate and a 500% higher conversion rate than cross-channel batch sends. Plus, retail & ecommerce brands averaged a 222% higher click-through rate with real-time cross-channel campaigns.

MAKING THE SHIFT

Engage Customers in Real Time with Cross-Channel Marketing

Creating cross-channel experiences may sound complicated, but getting started is easier than you may expect when you have the right technology platform to back you up — one that connects all your channels within a single journey builder and enables you to create, automate, and scale sophisticated campaigns and journeys that are powered by a unified view of your customer data.

Get the 2022 Benchmark Report: Cross-Channel Marketing

Download our 2022 Benchmark Report to see the results Blueshift customers are already achieving.

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