Multi-Channel Marketing Tips for Success

Multi-channel marketing tips

As business owners, the journey to getting your message through to consumers quickly and efficiently can be daunting, but one thing is for sure: your audience is no longer in one place. Average consumers toggle back and forth between a number of platforms and channels every day, and in order to reach them, your business should do the same.    

For those who are new to the idea of multi-channel marketing, or for those looking to polish their multi-channel skills, here are a few tips to set your business up for success in your next campaign.

Choose Your Channels Wisely

According to the Data and Marketing Association, multi-channel marketing campaigns use three different media types on average. When choosing the channels you want to leverage for your campaign, look closely at your audience and understand the media types that have worked for you in the past. You can use customer feedback and data metrics to determine which platforms your audience responds best to and which are equipped enough to carry out your campaign objective. And, don’t forget to think outside the cloud – offline channels like print and mail can be key players in marketing campaigns.

Make Modifications for Each Channel

After deciding on the right channels for your campaign’s audience, adapt your strategy to work best with each channel individually. Say you chose to launch your campaign through email marketing, social media marketing and mobile app messages—how will the channel differences affect the phrasing of your message? A lengthy email can carry more content than an Instagram photo, but an Instagram photo will certainly require more creativity than a push notification. By adapting your strategy for each channel, you can be more effective in getting your message across.

Keep it Consistent

While your methods should vary for each channel to adapt to its purpose, your messaging and design should remain consistent throughout the entire campaign. Your goal is to ensure that the audience will become familiar with the message and recognize it across all channels, but beware of sounding redundant or “spammy.” You can do this by executing similar designs for your social media collateral and email headers, and using the same key words and phrases throughout the platforms.

Multi-channel campaigns are not always a smooth experience—there are a number of factors to consider and keep track of in order to execute it successfully. However, multi-channel strategies are efficient in reaching your audience on more than one level, thus more likely to get your message across. These tips are a good start, but for in-depth consultation and guidance, contact the professionals at Allegra.

Optimizing Your Email Marketing Strategies

Optimizing email marketing

Email marketing has proven to be one of the most effective ways of generating customer interaction and driving sales, no matter what business you run. With consumers spending more time on their devices, your content becomes even more likely to reach a lead or existing customer via email.

However, email campaigns can require a bit more TLC than other marketing strategies. In addition to proper follow-through actions, the platform and tactics are constantly changing. And in order for you to get the best results out of your email marketing campaigns, you must find ways to optimize. 

Below are a few key tips to get you started with optimizing your email marketing strategies.

Customize Senders & Subject Lines

Grabbing the customer’s attention is often the first obstacle when launching any sort of marketing strategy. With email campaigns, the first thing that recipients will see is the email’s sender name and subject line. To increase the chance of your message getting across to the recipient, list your sender name as a real person. Sending emails with a real name, and maybe adding a picture of the sender instead of a general business name helps set a friendly, humanizing tone. You can also test different sender names, such as your company’s CEO vs. a marketing representative, to see which performs better. For subject lines, the best tip is to keep it short and sweet. To prevent the subject line from being cut off in a mobile or desktop preview, use a short phrase with actionable language like “learn more about a trial,” or “join us for a limited time offer.” You can also customize the subject line by including the recipient’s name, which will help draw their attention.

Call on Customers with a Call to Action

A call to action can be one of the most important aspects of an email campaign because it will essentially get you to your end goal of completing a sale or converting a customer. To optimize your call to action, first decide what action it is that you want readers to take. Then, decide how you want to bring it to life. If you are currently using a link for readers to click on as a CTA, consider opting for a button instead. Clickable buttons are often included “above the fold,” or in the top half of the email. Regardless of where yours is located, make sure it is bright and easy enough to read so recipients don’t scroll right past it at first glance.

Create Segments for Personalization

Using segmented lists in email campaigns is an effective way of personalizing the messages you send. Most email marketing services now allow you to segment your email lists into smaller groups with specific attributes. For example, you can break your master email list up into groupings based on geographical location, age, gender, purchase history and more. Say you are launching a promotional offer for customers who have previously purchased the same service or product. Through segmenting, you can send the offer to those with a matching purchase history without having to send it to customers that it doesn’t apply to. Thus, email segmenting can increase the likelihood of getting your message across to the right customer.

Email optimization is a journey, rather than a one-and-done action. The goal of optimization is to continually adjust and test different aspects of your email marketing campaign, record the results and compare strategies to see which proves to be the most effective for your business. There are a number of ways to begin optimizing your email marketing strategy aside from subject lines, senders, calls to action and segments, but if you need additional support in getting started, the experts at Allegra are always happy to help.