An omnichannel strategy helps create such an experience, integrating different channels to ensure that every customer interaction is rewarding and seamless. Among these channels, email marketing plays a crucial role.
By adopting an omnichannel strategy that includes email, you will not only be able to improve the customer experience, but also increase loyalty and sales. Modern consumers expect consistency and personalization , and with the right approach, you can meet these expectations while maximizing your ROI.
What is omnichannel engagement?
Omnichannel engagement involves integrating all communication channels a business uses to interact with its customers to create a consistent, personalized customer experience. Unlike a multi-channel approach, where different channels are used independently of each other, omnichannel connects these channels, enabling a constant flow of data and a unified view of the customer journey .
In an omnichannel strategy, every interaction, whether on the web, by phone, via social media, by email, or by other means, is connected. This means that information collected during one interaction is available and usable in other interactions, allowing businesses to respond in a personalized way to each customer.
The difference between omnichannel and multichannel
It is important not to confuse omnichannel with multichannel. Although both terms imply the use of multiple communication channels, they differ in their approach.
Multichannel
Businesses use multiple channels in isolation to interact with customers. For example, they may send emails, post on social media, and answer phone calls, but these interactions are not necessarily connected. So, if a customer begins a conversation via email and then moves to a phone call, the agent on the phone may not have access to the information exchanged by email.
Omnichannel
Channels are integrated, allowing a unified view of the customer and their journey. Data flows freely between channels, allowing employees to access the complete history of a customer's interactions, regardless of the channel used. This results in a smoother and more personalized customer experience.
Why is omnichannel important?
The importance of omnichannel lies in its ability to provide a seamless and personalized customer experience. In a Twilio Segment report on the state of personalization, it was revealed that 49% of consumers are likely to become repeat customers after a personalized shopping experience. Additionally, 1 in 3 consumers are willing to make repeat purchases with a brand that provides a good experience, even if there are cheaper or more convenient alternatives.
Personalization isn’t just about improving the customer experience; it also has a direct impact on customer loyalty and, consequently, on the company's turnover. Conversely, an impersonal experience can lead to a loss of loyalty. In fact, 62% of consumers say they will stop supporting a brand if it fails to deliver a personalized experience .
Email as a pillar of the omnichannel strategy
Among the various communication channels available, email remains one of consumers' favorites. According to the 2022 Global Messaging Engagement Report, 18% of respondents ranked email among their top three communication channels, and 77% said they refresh their inbox at least once a day. This makes email a powerful channel for engaging customers in an omnichannel strategy.
Here's how you can leverage email in your omnichannel strategy:
Collect and use customer data
Email is a great way to collect first-party data. For example, when users sign up for your email list, you can ask them for basic personal information to start building their profile. Then you can invite them to complete their user profile or update their email preferences, giving you even more data.
Once this data is collected, it can be used to personalize email content based on customer interests, such as products viewed on your website, geographic location, demographics, etc.
Send behavior-based emails on other channels
With centralized customer data, it becomes easier to send automated emails triggered by customer actions on other channels.
For example :
- When a customer adds an item to their cart and does not complete the purchase, you can send a reminder email to encourage them to complete their purchase.
- If a user connects to customer service via live chat to resolve an issue, you can send a follow-up email asking them to rate the service and provide feedback on the interaction.
- After a customer makes a purchase on your website, a thank you email with a discount on their next purchase can be sent.
READ ALSO: 4 simple steps to succeed in your email campaigns in Magileads
Invite recipients to connect on other channels
Use email to inform your subscribers of new communication channels available. For example :
- Encourage customers to sign up for both email and SMS to receive a discount. You can do this by adding an option to provide a phone number in your newsletter signup form.
- Invite email subscribers to download your app to access your loyalty program and other benefits.
- Include a live chat link in your emails, so recipients who need quick assistance can easily contact your customer support team.
Example of a successful omnichannel experience
To illustrate the effectiveness of an omnichannel strategy, let's take the example of Domino's. Here's how Domino's uses omnichannel to deliver a seamless customer experience:
- Online ordering : The customer places an order on the Domino's website and provides their email address and phone number during checkout.
- Email Confirmation : After ordering, Domino's sends an email with order details, including a link to track delivery progress in real time on their website.
- Notification by telephone : When the delivery person is close to the customer's home, he calls to inform of the imminent arrival.
- Post-Purchase Email Marketing : A few days after delivery, Domino's sends a marketing email with a discount coupon for the next order, encouraged by an attractive GIF image.
This approach ensures that each touchpoint (web, phone, email) maintains the context of the customer's previous interactions , making the overall experience more consistent and engaging. Additionally, by using email marketing, Domino's manages to push the customer towards the retention phase of the customer journey.
Ready to deliver an omnichannel customer experience, try Magileads for free to start sending personalized emails.
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