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Why Email Is Critical To Omnichannel Customer Experience?

  • Sweta Chakraborty
  • 24 September 2021

https://www.c-zentrix.com/blog/email-omnichannel-customer-experience

email marketing

An omnichannel customer experience will be seamless, consistent, and across all channels. Omnichannel marketing can improve your sales potential and customer relationships. When participating in an omnichannel campaign, email marketing has always been the easiest channel with the highest ROI. According to a study done by Litmus, email marketing yields $36 in revenue for every $1 spent. 

Yes, when we focus on omnichannel, we usually spare more attention to telephony, Live Chat, and social media these days. However, email marketing is very critical to the omnichannel experience. It is cheaper to send out emails and the return is always more.  
 
When indulging in an email marketing strategy, you can choose to be more personal and relevant. You can create different campaigns based on customer interest and roll them out. Apart from these, there are many positive impacts of email marketing on your omnichannel environment.  

 

Content:

  • Personalisation
  • Customer Behaviour Insights
  • Behaviour-based Targeting
  • Enriched Customer Experience
  • Control Over Your Audience

 

Personalisation:  

The email-first mentality only works when you know how to personalise. Your customers will always like a note that recognises them as an individual patron of your brand. This is however impossible without an omnichannel platform. With an omnichannel platform, you can recognise different moments of the customer’s journey and improvise accordingly.  

You can run different email campaigns for different customer demography and generate interest or loyalty. However, make sure you do not end up spamming them every day. Read their reactions and react accordingly. Any email marketing solution will provide you insights and show your audience’s behaviour, their intent, and more.  

 

Customer Behaviour Insights: 

No campaign is successful if you do not generate some reaction and most importantly: data. Email marketing can collect essential insights like customer’s interest, their preferences, and more.  

When your customers choose to receive emails and promotional news from you, do not just send them sales stuff. This is repelling in the long run and generates no revenue. Instead, send them relevant information about product updates, or if there is a discount on a product they frequently purchase. You can also send them quarterly surveys for customer feedback. How your customers respond to these emails, will offer you valuable insights. It will inform you about their interest in your brand. Be sure that collecting this information is done with the customer’s consent as some countries have strong privacy laws.  

 

Behaviour-based Targeting:  

One of the most important benefits of email marketing is reaching out to your customer where they are. When you notice a customer making a movement on your website, you can analyze their behavior and send personalized emails. For example, when I abandon a cart, I sometimes receive follow-up emails with different discounts or similar product suggestions. It eventually influences me to make a purchase. These emails are welcome to my inbox as they are extremely relevant and moment-appropriate. Seizing these moments and increasing your sales potential, is what email marketing can do. Make the most out of your email marketing with constant omnichannel-abled engagement and more.  

 

Enriched Customer Experience: 

Whatever you do, must enrich the customer’s experience or its money down the drain. Email marketing can also go wrong and make your id get marked as spam. The idea is to enrich your customer’s experience and not bombard them with advertisements. With the right email marketing tool, create a subtle template with to-the-point information and a CTA to generate traction. You can consult your content team on this and create a short but informative email. You can make your email look neat and festive as well based on the occasion.  

Whatever you do, do not make it boring and lengthy. Customers do not enjoy reading emails or newsletters. But they fancy them when it’s engaging, short and relevant. Keeping that in mind, create your marketing content strategy and proceed.  

 

Control Over Your Audience:  

Lastly, you have certain control over your campaign when it comes to email marketing. As you can see, you decide your email audience based on your customer insights. This gives you full control to develop one-on-one communication with your customers.  

In other words, on social media or on your website you cannot control what people sees. The same content will be visible to every individual which will be relevant to some only. However, when emailing you can decide who sees what and decide your content accordingly. Your email campaign is completely personal and non-diluted. Leverage this to say what you want to inform your customers and reap optimum results.  

 

Conclusion: 

The above-listed benefits might make it clear how essential is email marketing in building ana contact center omnichannel customer experience. Your customer and prospect can reach out via any of the touchpoints and with omnichannel marketing, you know your customer journey. Email being the only non-diluted channel, you can optimize it to meet your brand’s frequency. Invest in a good email marketing tool and support your omnichannel strategy through effective emails.

 



Author Bio:  Sweta is a passionate technical writer with an experience in digital marketing. Outside work, she is a devoted Esports advocate.



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