5 Reasons Why Your Brand Needs Cross-Channel Marketing

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.

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 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.

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.

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.

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.

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