5 Reasons Why Your Brand Needs Cross-Channel Marketing

As the team at Blueshift made our way through this past year, a particular theme became more and more apparent as we moved toward 2022: cross-channel.

We wrapped up 2021 by analyzing 10 billion messages sent by Blueshift customers to understand the variances in core engagement metrics, including open, click, and conversion rates, between different types of campaigns and messages. This dataset represents multiple industry verticals including Retail & Ecommerce, Media & Publishing, eLearning, Personal Finance, and more.

Here are the five reasons why your brand needs cross-channel marketing based on our analysis. But first, let’s start by defining cross-channel engagement.

CHANNEL-CENTRIC VS. CUSTOMER-CENTRIC

What Is Cross-Channel Engagement?

Cross-channel marketing eliminates disconnects between channels by creating dynamic experiences built around a unified view of the customer; it puts the customer at the center of every interaction. While single-channel campaigns use one channel to engage customers and multi-channel campaigns use multiple channels independent of one another, cross-channel campaigns allow you to create seamless experiences across the most relevant channels and see a holistic view of the entire customer journey.

As opposed to a channel-centric approach, cross-channel experiences:

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

Now that you have a handle on what it means to take a cross-channel approach, it’s time to dive into the numbers.

Batch Sends

1. 2+ Channels Are More Effective Than One

Communicating with customers across channels, whether with an individual communication or a mass message (such as a newsletter), is more effective than connecting with them on one siloed channel. Cross-channel batch sends resulted in a 49% higher open rate and a 34% higher click-through rate than single-channel batch sends — 41% more effective overall.

Industry Highlight

Media & Publishing brands averaged a 39% higher CTR with cross-channel batch sends vs. single-channel batch sends.

TRIGGERED CAMPAIGNS

2. Cross-Channel Wins Out Again

Triggered campaigns delivered across channels are more effective than single-channel because they establish consistent brand messaging throughout an individual customer’s journey. Triggered cross-channel campaigns resulted in a 35% higher open rate and a 93% higher click-through rate than triggered single-channel campaigns — 63% more effective overall.

Industry Highlight

eLearning platforms averaged a 204% higher CTR with triggered cross-channel campaigns vs. triggered single-channel campaigns.

CROSS-CHANNEL CAMPAIGNS

3. Real-Time Responsive 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 — 284% more effective overall.

Industry Highlight

Retail & Ecommerce brands averaged a 222% higher CTR with triggered cross-channel campaigns vs. cross-channel batch sends.

1:1 RECOMMENDATIONS

4. Personalization Drives Relevance & Impact

Personalized, AI-powered recommendations add relevance across every interaction with your brand to increase customer engagement along each stage of their individual journeys. Triggered campaigns with personalized recommendations resulted in a 50% higher open rate and a 58% higher click-through rate than triggered campaigns without personalized recommendations — 54% more effective overall.

Industry Highlight

Personal Finance companies averaged a 66% higher CTR by using personalized recommendations in their triggered campaigns.

ENGAGE TIME OPTIMIZATION

5. Optimized Timing Increases Responses

Customers are more likely to respond to communications sent at a time determined by their personal browsing or purchase behavior instead of a generalized send time based on channel. Campaigns using engage time optimization resulted in a 59% higher click-through rate and a 56% higher click-to-open rate than campaigns not using engage time optimization — 57% more effective overall.

Industry Highlight

Retail & Ecommerce brands averaged a 389% higher CTR by using engage time optimization.

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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