Strategy Guide: Taking Your Automated Campaigns Cross-Channel
If you’ve read through our most recent benchmark report you’ve seen how much revenue and engagement automated campaigns can bring to email and Text Message Marketing programs. Additionally, contacts who subscribe to both from a single retailer have upwards of a 30% higher lifetime value. From Welcome Series that nurtures new subscribers to Transactionals that share critical order updates, triggered outreach throughout the customer journey pays off in spades. As more brands invest in their digital marketing programs. As more brands invest in their digital marketing programs, taking your automated campaigns to the next level with cross-channel orchestration can ensure you’re meeting your customers wherever they are and are cutting through the clutter.
Triggered Automations Make More Impact
While broadcast marketing campaigns to your complete lists are the bread and butter of your email and SMS programs, automation triggered by recent activity earns higher Click-Through and Conversion Rates across the board, and Revenue Per Message averages. These messages include welcoming new subscribers, encouraging abandoners to return, thanking recent customers for their purchases, and more. You should be ready to answer whichever door your contacts knock at when sending messages – Setting up campaigns to only deliver to email or SMS subscribers leaves revenue on the table and contacts left on the front porch.
Reach Your Customers When & Where They’re Most Engaged
Orchestrating automated campaigns to include emails and text messages covers your bases to reach customers when and where they’re most engaged. With SMS, you know contacts want communication within that channel since explicit opt-in is required. And if someone recently gave their email address either in a form or in the checkout process, you could infer that they’re willing to make a value-based transaction and receive messaging about your brand. The same could be said about your competitors’ programs, so your campaigns need to be optimized in both channels to remain top of mind. If you haven’t done so before (or recently), take some time to look at your competitors’ messages through the eyes of a consumer for a first-hand view. You don’t want your competitors’ messaging to reach your contacts first or through triggers you’re missing in your strategy.
Extend your message reach across email and SMS at critical parts of the customer journey for maximum return potential. Suppose a contact browses a product page, carts items (and leaves), signs up for backin-stock notifications, or makes a purchase. In that case, all qualify for the corresponding messaging acknowledging their recent activity. Compelling campaigns keep your customers engaged and further interacting with your brand. Start with a single text message at the beginning of the campaign, firing as soon as possible after the corresponding event, followed by an email the same day. From there, include logic in your strategy to send a follow-up email the next day if there’s still no purchase activity. And if still nothing the following day, a standard nudge text or email can be sent based on engagement preference (i.e., if the contract usually clicks on text messages or emails).
Prioritize & Personalize
A common concern when talking about triggering emails and SMS through all these automated campaigns is that contacts will become overwhelmed or fatigued. Using a unified platform can help alleviate that risk. Your first-party data can be leveraged through campaign logic and requirements to prevent a bombardment of messaging at once. While there will always be contacts who sign up for coupons and unsubscribe right away or never click, there’s evidence that those who engage across email and Text Message Marketing programs stay subscribed longer.
Not all contacts will go through each of your campaigns, and indeed not every day. Using tools like Journey Hub, Frequency Capping, and smart segmentation (among others) allows you to set rules on when qualified contacts can go through automated campaigns and when they should be suppressed. Welcome Series and Abandonment campaigns are table-stakes for email and SMS, so those should be prioritized if not in place today, followed by Product Alerts and Post Purchase messaging.
Stay Compliant Along The Way
It’s critical to remember that Text Message Marketing comes with compliance requirements including state-specific legislation and carrier guidelines. Effective email programs also adhere to GDPR rules and privacy best practices. So while you should take advantage of contact engagement and trigger these cross-channel automated campaigns throughout the customer journey, the same guidelines should still be followed. This is particularly important for SMS, including not sending during Quiet Hours or exceeding frequency caps in a 24-hour period outlined by compliance requirements.
Get Started Now
Automated campaigns are critical to the overall growth and success of your email and SMS programs, so take the time to orchestrate strategies together and stand up new messaging so you don’t miss any steps in the customer journey. Know that your competitors are also moving to a cross-channel focus, and consumers are used to hearing more from their favorite brands. Let Listrak’s automation, personalization, and frequency management tools do the heavy lifting so you can work smarter instead of harder. You will undoubtedly see engagement and ROI impacts, and increased lifetime value from your most loyal contacts. For more guidance and to get started optimizing your program, reach out to your Account Manager.