Why Cross-channel Email Marketing Is The Best Way To Reach Your Customers

By Author: Geneva Alexander
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The way businesses market to their customers has drastically changed over the course of the last decade. Ten years ago, few businesses were consistently applying the tools that are being used today by even the smallest start-ups. While email marketing has always been a way to reach consumers, finding an email marketing platform that was truly comprehensive enough to fulfill all of the needs of each individual business, let alone do so in a manner that was catered specifically to each business and customer, was next to impossible.

Times have changed, to the betterment of every business that chooses to take advantage of email, which is simply the most cost effective way to keep in contact with customers. But it doesn't stop there. Cross-channel marketing is yet another tool available that will ensure that customers get the message, whether via email, mobile phone, social interaction, simple survey or web communication. Does it sound complicated? It's not. In fact, the most robust email campaign management systems available today offer all the right tools so you can reach your customers on every available platform creating ...
... an effective dialogue that results in action.

The most important aspect of marketing, in any capacity, is to get the interest of each customer on a personal level. On the surface, this idea might seem impossible, or even preposterous. After all, how can you possibly coordinate all of the data you have about each customer and then cater your marketing campaigns to ensure that each customer is reached in her preferred method? With the right email marketing platform, all of this work is done for you. Additionally, the right email campaign management system will help you create a strategy that will work for both you and your customers, creating cohesion that will result in sales. Customers like to be spoken to; when you reach them in a manner that speaks to them, they reach back out to you.

Traditionally, the most difficult aspect of online marketing was finding each individual customer's sweet spot. Companies may have had a list of customers who wanted to be reached by phone, and another that preferred email. In the past, this meant working with a company that would contract out each piece of marketing to specialized companies. At the least, this system was inconvenient and at its heart, it failed to combine all aspects of a campaign to ensure success across all platforms. The unfortunate news is that there are still email marketing platforms today that profess to be experts in cross-channel marketing, when all they are really doing is contracting the work out.

In this day and age, that system is simply antiquated, not to mention completely ineffective. Your customers may get the message, but you won't know how your campaign is working as a whole. This is the key to cross-channel marketing - the system works together as a whole to give you a snapshot of the effectiveness of your campaign. Additionally, a comprehensive email campaign management system captures data that allows you to immediately improve the effectiveness of your communications.

At this point, it's not hard to understand why the clear choice in email marketing is a cross-channel approach, but the intricacies can be daunting. Fear not; just as the system described above simply makes sense, so should the interface. That's right, the interface by which you run this integral part of your business is easy to use. By having everything in one place, you can quickly and easily sort data, create content, and publish the marketing directly to your customers in the manner in which they prefer. Not only is it easy, it's extremely cost effective, especially considering the wide range of customer-preferred platforms that a cross-channel email marketing system allows you to reach. Additionally, the wide range of features allows you to take control of your own marketing.

With these tools, you can easily create marketing materials through an interactive interface that will ensure your message reaches the right customers in the right way and the right time. That's successful email campaign management.
Matt Kennedy writes about the latest technology and marketing trends including cross-channel marketing applications, email campaign management and the best use of an email marketing platform.