Which Are Superior: Triggered Cross-Channel Campaigns or Single-Channel?

Trigger-based marketing is kind of a big deal — which is why it was the focus of Blueshift’s benchmark report last year. As opposed to batch sends, triggered campaigns allow marketers to tailor communications to customers based on real-time data. As your customers expect brand interactions to be increasingly personalized, you need to meet these expectations in order to cultivate true brand loyalty and increase lifetime value. How can marketers like you achieve this? Yup, you guessed it: triggers are a part of the answer.

However, triggers aren’t a solution all on their own. In our Benchmark Report 2022: Cross-Channel Marketing, we dive into the nuances between different types of campaigns — batch-and-blast vs. triggered, single-channel vs. cross-channel, etc. — which we found by analyzing 10 billion messages sent by Blueshift customers in 2021. Through gathering these key findings about core engagement metrics, our team was able to prove the value of triggered cross-channel marketing.

Though triggered campaigns are effective on one single channel, creating cohesive customer experiences across the most relevant channels allows you to up-level your marketing even further and make your brand more memorable than the rest. That’s where cross-channel marketing comes in. Keep reading to discover the definitions, data, and key takeaways from our analysis.