Skip to content

Email Marketing Blog

Email Marketing Best Practices and Advice for Marketers

  • HOME
  • CONTRIBUTORS
  • SOLUTIONS & SERVICES
  • ABOUT
  • NET ATLANTIC SITE

Multi-channel Marketing: Measuring Engagement Through Multiple Sources

December 11, 2014April 10, 2015 by Marianne Cellucci

While many organizations are embracing social media marketing, email still remains one of the most effective tools for ecommerce and subscriber engagement. However, in today’s increasingly growing networked economy, improving customer relationships requires that you interact with them via multiple customer-facing channels.

Previously, when the industry spoke of subscriber engagement, we were referring to an “engaged subscriber” as one who opened, clicked or otherwise interacted with an email. This was a well-established engagement metric for email marketing. Today it’s a little more complex, in that subscribers to your email program are not likely to be engaged with your business via a single channel. It’s possible that segments of your subscribers are also members of your brand’s social community: they may have “liked” your brand on Facebook and could be following you on Twitter. To measure true engagement at the subscriber level, you must aggregate data from multiple sources.

multichannel_engagement

Challenged by constrained resources, marketing departments are being asked to do more with less, and to prove their value by how effectively they can generate actionable results for their company’s bottom line. Developing and maintaining long-term customer relationships will be the lifeline of your business; and, due to the ever expanding access to information, fragmented media landscape, and power shift from brand to customer, customer expectations are driving multi-channel integration.

Today, customers are being more cautious and selective with their spending dollars and they are significantly less loyal to any one brand or company. Customers have expectations that you will treat them uniquely and engage with them in ways that give them more control over the dialogue. When it comes to their online marketing strategies, companies must increasingly rely on interactive marketing solutions to deliver the right message to the right person at the right time.

Simply put, a single channel approach to customer engagement is not as effective as multi-channel engagement. As customer communication has evolved beyond email to include blogs, microblogs, social media timelines, SMS and mobile-optimized messaging, you must integrate email with multiple customer-facing channels to increase engagement levels. Meeting customer and subscriber expectations will be the key to maintaining long-term customer relationships and loyalty.

 

 

Rate this:

Share this:

  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on Google+ (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to email this to a friend (Opens in new window)
  • Click to print (Opens in new window)

Like this:

Like Loading...

Related

Posted in: Email Engagement Multi-channel Engagement
Tagged: Engagement

Post navigation

Previous Entry:Targeting for the Win (a 3 part series)! Part 3: Segmentation Suggestions
Next Entry:Toys For Tots: A Net Atlantic Annual Tradition

Search this Site

Recent Posts

  • A Tried and True Sales Funnel?
  • The 7 Common Mistakes that will ruin your brand’s credibility
  • A New Frontier for Marketers
  • Can Artificial Intelligence help you become a more effective marketer?
  • Making Email Marketing Productivity a Priority

Read Our Older Posts

Social

  • View NetAtlanticInc’s profile on Facebook
  • View netatlantic’s profile on Twitter
  • View net-atlantic-inc.’s profile on LinkedIn
  • View netatlantic’s profile on Vimeo

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 534 other followers

Tags

A/B Testing Automated B2B Best Practices Campaign Tips Clickthrough Rate Content Customer Intelligence Drip Email Email Deliverability Email Delivery Email Design Email Frequency Email List email marketing Email Marketing Automation Email Open Rates Email Sending Email Testing Engagement HTML Infographic Lead Nurturing Lifecycle Marketing Marketing Automation Mobile Marketing Responsive Email Design Segmentation Sequential Mailings Social Media Strategy Targeting Tradeshows & Conferences Transactional Triggered Email

Net Atlantic, Inc.

10 Federal Street, Salem, MA 01970
877-263-8285

Social

  • View NetAtlanticInc’s profile on Facebook
  • View netatlantic’s profile on Twitter
  • View net-atlantic-inc.’s profile on LinkedIn
Net Atlantic, Inc. is the email marketing solution chosen by marketing experts who are looking for enterprise-level functionality, deliverability, and flexibility with an optimum ROI.
Blog at WordPress.com.
loading Cancel
Post was not sent - check your email addresses!
Email check failed, please try again
Sorry, your blog cannot share posts by email.
%d bloggers like this: