August 16, 2018
Best Practices for Using Cross-Channel Communications In Your Marketplace
As we become more immersed in the mobile-first world, how should marketers plan out their communication strategies across different channels? In the past, email and push notifications have been siloed, to the detriment of each channel. In this lesson, we’ll talk about integrating your email and messaging strategies for maximum impact on your mobile marketing.
The advent of mobile means that people are more sensitive to communications from brands. When it’s easier than ever to reach consumers while they are working, on-the-go, or at home, they expect more from brands. Knowing how different channels can complement each other is essential to speaking respectfully and relevantly to your customers.
Take a centralized view
The first step to any strategy that integrates email and push channels is looking at your customer holistically. What actions are they taking on both mobile and web? Are they browsing your website in the morning but using the mobile app in the afternoons? With a centralized view of your customer, you can begin to predict which channel users prefer to receive email or push, at what times of the day, and what type of messages they might like to receive through each. Tracking what customers are doing across different touchpoints will also ensure that you don’t send them redundant or irrelevant messages that talk about actions they’ve already taken.
Select the best channel(s)
Today’s marketer must have a keen sense of how email and push can work together and work separately to deliver intelligent communications to users. Brands need to understand the strengths and weaknesses of each platform and which type of messages to send through each channel, or through both.
Send through both channels
When you have an urgent and time-sensitive message to deliver, it’s appropriate and often necessary to send both a push notification and an email. If it’s information that customers need to see immediately in order to make their lives run more smoothly, send a message through both channels to ensure that it will reach the intended audience. Since sending through both channels will grab the user’s attention and be more disruptive, make sure the information you are conveying is important.
For on-demand apps, for example, sending a message through both channels to connect the provider of goods or services with the customer at a particular time and location is a great way to maximize the impact of their communications.
Send through the channel for optimal engagement
Messages that are promotional must be sent through the channel that will inspire more engagement and conversions. Since users are bombarded with marketing messages on a daily basis, blasting a promotional message through multiple channels can damage the user experience and put your app at risk of being uninstalled. Optimizing the channel of communication will increase the likelihood that your customer will be receptive to your message and take the action you desire.
But how do you know which channel is optimal for sending promotional messages? The best way to do that is by tracking your customers’ behavior across web and mobile and determining the times they are engaging on each platform, as well as what actions they are taking.
Are they opening your emails every night but hardly responding to your pushes? Are they checking your mobile site every lunch hour? Knowing your customers’ behaviors and preferences will help you send messages at the right times, on the right channels, and inspire them to engage.
Send through the channel optimized for platform
Email and push both have unique characteristics that are ideally suited for specific types of communication. With so many ways to engage users, it’s important to send messages that make sense for each platform. Email is great for long-form content: if you want to send a newsletter that takes some time and investment to read, send it through email. Push is better for messages that have some immediacy or location-based context: the 24-hour flash sale notice sent immediately through push will be more useful and relevant to a customer than an email they might not open until hours later. The goals of your communications must shape your choice of channel.
This time, we looked at how email and push can complement each other in your brand communications. Next time, we’ll cover the role that Facebook can play in acquiring and engaging your mobile app users in tandem with your mobile messaging.