Multichannel Marketing

Multichannel Marketing and Email’s Essential Role in the Mix


Bombarding your audience with a single marketing message is like shouting into a crowded stadium – you are likely to get lost in the noise. The key to success? A multichannel marketing strategy is one where each channel (email, social media, content marketing, etc.) comes together to capture customer attention. 

Multichannel marketing is the art of using various channels to connect with your audience at different points along their journey. To spark initial interest in your audience, you can use social media to share updates along the way, and email to provide detailed directions to your final destination. By strategically combining these channels, you can create a seamless and engaging experience that drives results.

But in this multichannel marketing strategy, email acts as the conductor. Let’s learn why.

The power of email in multichannel marketing

You can leverage the power of email marketing to connect with your audience at every stage of their journey. Combining email with other marketing channels can amplify your marketing efforts, leveraging advanced technology to creatively engage your audience.

Below are some key points that highlight the effectiveness of email in multichannel marketing.

  1. Cost-effective and measurable: Email marketing is a budget-friendly option that offers easy tracking of key metrics like open rates, clicks, and conversions. You can gain valuable insights to enhance your future campaigns efficiently.
  2. Building relationships with customers: Personalized email marketing shows you care, building trust and loyalty with tailored messages that resonate with each segment. It should be said that email marketing is as personal as you can go among all marketing types. 
  3. Wider reach and higher engagement: Email helps you connect globally, and with compelling email content, you can efficiently strengthen relationships and increase conversions.
  4. Integration with other channels: It’s possible to seamlessly integrate email with your marketing channels to enhance your multi-channel strategy. You can use email to boost your business’s social media presence, drive website traffic, and capture leads via pop-ups and landing pages. 
  5. Automation and scalability: You can automatically trigger your email messages based on actions like cart abandonment or purchase completion. This saves you time, ensures timely messaging, and easily scales your outreach to large audiences with minimal effort.
  6. Increased revenue and ROI: Email marketing can deliver exceptional returns for your business. It proves to be one of the top performers for achieving your business goals due to its high ROI.

Combining email with other channels for a multichannel marketing approach

Email marketing does not work in isolation when it comes to boosting your sales or brand image. It thrives when supported by other channels and strategies. Here’s how a multichannel approach can help:

  • Social media integration: You can easily maximize engagement and boost your brand visibility by integrating social media channels with email marketing. Simply utilize platforms like WhatsApp, Facebook, Instagram, and more alongside email to promote your product. Employ targeted social media ads to expand your reach, increase brand awareness, and drive sales.
Mobile phone with multichannel marketing icons flying from it
Source: Freepik

To easily leverage these platforms and boost your social media marketing efforts, you would need a powerful platform like WhatsApp CRM that can connect you with approximately 3 billion users worldwide, who can be your next potential customers. You can leverage the benefits of WhatsApp CRM to capture leads from incoming WhatsApp messages, respond instantly using message templates, sell quickly with catalogs, and do much more.

  • Content marketing: Combining email marketing with content strategies like blog posts, videos, and downloadable resources creates a cohesive approach to boosting your brand communication. High-quality materials act as magnets for new customers. You can encourage visitors to subscribe to your emails for future updates and insights, thereby driving engagement and establishing thought leadership.
  • SEO integration: Enhance your website’s visibility by optimizing content for search engines. You can use email marketing to influence your SEO strategy. By regularly sending emails containing website links to subscribers, you can drive more traffic and enhance search engine rankings for your company. Also, incorporate relevant keywords in your email subject lines and content to further boost your SEO efforts. 
  • SMS marketing integration: Consider harnessing the power of SMS for time-sensitive promotions, appointment reminders, or exclusive offers that align with your email campaigns. By combining SMS with email, businesses like yours can create a sense of urgency and enhance engagement across multiple channels.
  • Influencer marketing: You can combine email marketing with influencer collaborations to leverage the reach and credibility of your brand. Collaborating with relevant influencers to complement your email marketing strategy can significantly expand your reach. Also, by integrating influencer mentions in your emails, posts, or videos, you can drive potential email subscribers, foster trust, and increase sales conversions.
  • Leveraging additional channels: Depending on your industry, integrating webinars, public relations, or offline events along with email marketing can enhance your marketing efforts and boost your brand image. These supplementary channels provide opportunities to amplify engagement with a broader audience and ultimately boost your conversion rate.

Building a cohesive multichannel experience

Merely being on various platforms isn’t enough. Mastering multichannel marketing is crucial for enhancing your customer experience, building stronger relationships, and achieving better results for your business. 

Implement these strategies to ensure coherence in your campaigns:

  • Understand your audience’s journey: To craft an effective multichannel strategy, grasp your audience’s journey. Identify where they spend time, what they are looking for, and how they engage with brands. Customer personas offer valuable insights into their behaviors and preferences at every interaction point.
  • Centralize your data: With various channels come diverse data streams. You can pick a unified CRM system or a centralised marketing dashboard to consolidate all your data points. This will facilitate informed decision-making and ensure a seamless customer experience.
  • Maintain consistency in branding and messaging: Tailor your content to each platform while preserving your brand’s core messaging and brand identity. This guarantees your customers a cohesive brand experience, reinforcing their understanding of your values and offerings across all channels.
  • Test, learn, and optimize: Multichannel marketing offers ample data-driven learning opportunities. Conduct A/B tests across various channels to pinpoint your audience’s preferences. For example, certain visuals might excel on Facebook, while particular messaging tones could thrive in emails. Leverage these insights to fine-tune your strategies for maximum impact.
  • Leverage integration tools: Link your email marketing software with your CRM and sync your social media scheduling tool with website analytics. These integrations enhance efficiency, streamline processes, and facilitate seamless data sharing across all your channels.
  • Train your teams: Align all departments managing various channels like social media, email, and web content. Conduct regular cross-team meetings and training sessions to maintain messaging, branding, and objective alignment for your brand. To get the most out of team efforts, read our article on teamwork in email marketing here
A person looking at her phone showing multichannel icons
Source: Freepik

Examples of successful multichannel campaigns 

Here are two standout examples of multichannel marketing campaigns that made a significant impact:

1. Shopify

Shopify’s “Let’s Make You a Business” campaign demonstrates a successful multichannel marketing strategy. Through TV, different digital platforms, events, and user content, Shopify effectively reached aspiring entrepreneurs. Emotional storytelling, relatable characters, and user success stories inspired individuals to pursue their business dreams. The hashtag #LetsMakeYouABusiness encouraged user content, building community, and social proof. Email marketing is used to nurture leads, provide valuable resources, and keep aspiring entrepreneurs engaged. Shopify’s integrated approach engaged audiences across touchpoints, offering inspiration and resources for aspiring entrepreneurs. 

2.  Airbnb

Airbnb’s “Live There” campaign revolutionized travel by promoting immersive local experiences. Utilizing a diverse multichannel strategy, Airbnb spread this message effectively. Through TV commercials, digital ads, social media, email marketing, and billboards, they reached a wide audience. Email marketing played a crucial role by delivering personalized travel recommendations and local experience highlights directly to users. Partnering with local Instagram influencers, Airbnb showcased unique experiences, encouraging travelers to explore like locals. This comprehensive approach positioned Airbnb as the top choice for authentic travel experiences.

Multichannel marketing & email: key takeaways

Don’t be a lonely voice in the digital crowd. In today’s multichannel marketing symphony, email is your conductor. It fosters connections, personalizes outreach, and drives results. By strategically combining email with social media, content marketing, and other channels, you can create a seamless customer journey that converts. So lead your brand to success with a multi-channel marketing approach.