Cross-channel marketing automation is a powerful strategy for reaching your audience across different platforms. With Iterable, you can seamlessly manage campaigns that span email, SMS, push notifications, and more. This guide will show you how to use Iterable for cross-channel marketing automation and effectively reach your customers.
1. Understand the Power of Cross-Channel Marketing
Cross-channel marketing involves reaching customers on multiple platforms to create a cohesive experience. People interact with brands across different channels, such as email, SMS, social media, and mobile apps. With Iterable, you can manage all these touchpoints from one place.
By using multiple channels, you increase the chances of engaging with your audience at the right time. For example, if someone doesn’t respond to an email, you can send a follow-up via SMS. By reaching people where they are, you create a more personalized experience that can drive better results.
2. Set Up Your Channels in Iterable
Iterable allows you to integrate different marketing channels into one platform. The first step to using cross-channel marketing is setting up your channels. With Iterable, you can manage email, SMS, push notifications, in-app messages, and more from a single dashboard.
To get started, decide which channels you want to use for your campaigns. For example, you might want to send welcome emails, SMS reminders, or push notifications for special offers. Once your channels are set up, you can start creating automated workflows that span multiple touchpoints.
3. Create Unified Campaigns Across Channels
With Iterable, you can create unified campaigns that work across multiple channels. For example, you can start with an email campaign, and if the recipient doesn’t open the email, you can send a push notification to their mobile app. This ensures that your message reaches them no matter what channel they are using.
To create a unified campaign, start by mapping out the customer journey. Think about the different touchpoints where you want to engage with your audience. For example, you can send a welcome email when a customer signs up, followed by an SMS reminder if they don’t take action. Iterable’s platform makes it easy to manage this journey across channels.
4. Use Automation to Simplify Cross-Channel Campaigns
Automation is key to managing cross-channel marketing. With Iterable, you can set up automated workflows that trigger messages based on customer behavior. This means you don’t have to manually send emails, SMS, or notifications — Iterable does it for you.
For example, if a customer adds an item to their cart but doesn’t complete the purchase, you can automate a series of reminders. Start with an email, then follow up with a push notification, and finally, send an SMS with a special offer. Automating these touchpoints ensures that you are engaging with your audience at the right time without overwhelming them.
5. Personalize Your Cross-Channel Campaigns
Personalization is important in any marketing strategy, and it becomes even more effective when used across channels. Iterable allows you to collect customer data and use it to personalize your campaigns. For example, you can segment your audience based on behavior, purchase history, or preferences, and send tailored messages across email, SMS, and push notifications.
When personalizing your campaigns, make sure the messaging is consistent across all channels. For instance, if you’re offering a discount via email, the same offer should appear in the SMS or push notification. This ensures that your audience receives a cohesive experience no matter what channel they interact with.
6. Leverage Iterable’s Workflow Studio
Iterable’s Workflow Studio is a powerful tool for building cross-channel marketing campaigns. It allows you to create visual workflows that show how each channel interacts with the customer journey. You can map out automated messages, set triggers for when customers should receive them, and control how the messages flow across different channels.
For example, start by sending a welcome email when a new customer signs up. If they don’t open the email within two days, send an SMS reminder. If they still don’t respond, send a push notification. This visual mapping helps you see the entire customer journey and ensures that your messages are timely and relevant.
7. Coordinate Timing for Each Channel
One of the challenges in cross-channel marketing is coordinating the timing of messages across different channels. With Iterable, you can set rules for when each message should be sent. For example, if a customer receives an email, wait a certain number of hours or days before sending an SMS.
Coordinating the timing of your messages is important to avoid overwhelming your audience. You don’t want to send too many messages at once, but you also don’t want too much time to pass between interactions. By carefully timing your messages, you can ensure that each touchpoint feels natural and engaging.
8. Track Engagement Across Channels
Iterable provides detailed analytics that allow you to track engagement across all channels. You can see how customers are interacting with your emails, SMS, push notifications, and more. This helps you understand which channels are driving the most engagement and where there may be gaps.
For example, if you notice that more customers are responding to push notifications than emails, you can adjust your strategy to focus more on mobile messaging. Tracking engagement across channels gives you valuable insights into what’s working and where you can improve.
9. Send Targeted Push Notifications
Push notifications are a great way to reach customers directly on their mobile devices. With Iterable, you can send targeted push notifications based on customer behavior. For example, if a customer hasn’t interacted with your app in a while, send them a personalized push notification to re-engage them.
Push notifications are especially effective for time-sensitive messages, such as limited-time offers or event reminders. By targeting these notifications to the right audience, you can increase engagement and drive more conversions.
10. Create SMS Campaigns for Immediate Impact
SMS is a powerful channel for reaching customers in real-time. With Iterable, you can send automated SMS campaigns that complement your other marketing channels. For example, if a customer doesn’t respond to an email, you can follow up with a personalized SMS reminder.
SMS is great for time-sensitive messages or urgent reminders. For example, send an SMS to remind customers about an upcoming event or a special offer that’s about to expire. Since SMS messages are often read within minutes, they can have a significant impact on customer engagement.
11. Use In-App Messaging to Engage Mobile Users
If you have a mobile app, in-app messaging is a valuable channel for engaging users while they are interacting with your app. Iterable allows you to create personalized in-app messages that deliver relevant content based on customer behavior.
For example, you can use in-app messaging to welcome new users, offer personalized recommendations, or highlight special offers. In-app messaging ensures that you are engaging with your audience while they are actively using your app, making it a highly effective channel for real-time engagement.
12. Create Consistent Messaging Across Channels
Consistency is key in cross-channel marketing. You want to ensure that your messaging is consistent across all channels, so your audience receives a cohesive experience. For example, if you’re running a promotion, make sure the same offer is communicated in emails, SMS, push notifications, and in-app messages.
By creating consistent messaging, you reinforce your brand’s message and ensure that your audience knows exactly what to expect. Iterable makes it easy to manage consistency across channels by allowing you to create and track all your campaigns from a single platform.
13. A/B Test Across Channels
A/B testing is a valuable strategy for improving the effectiveness of your cross-channel marketing campaigns. Iterable allows you to run A/B tests across different channels to see which messages perform best. For example, you can test different subject lines in email campaigns, different copy in SMS messages, or different timing for push notifications.
By testing different elements of your campaigns, you can optimize your messaging for better results. A/B testing allows you to experiment with different approaches and find the strategies that work best for your audience.
14. Monitor Campaign Performance in Real-Time
Iterable provides real-time reporting that allows you to monitor the performance of your cross-channel campaigns. You can see how each channel is performing, track conversions, and make adjustments as needed. Real-time reporting helps you stay on top of your campaigns and ensures that you are maximizing engagement across all channels.
For example, if you notice that one channel is underperforming, you can adjust your messaging or timing to improve results. Monitoring performance in real-time allows you to stay agile and responsive to your audience’s needs.
Conclusion
Cross-channel marketing automation with Iterable allows you to create cohesive campaigns that reach your audience across email, SMS, push notifications, and more. By integrating multiple channels, personalizing your messaging, and using automation to manage workflows, you can engage with your audience at the right time and on the right platform. Whether you’re sending personalized emails, SMS reminders, or in-app messages, Iterable makes it easy to manage all your marketing touchpoints from one place.