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Why Multi-Channel Consumers Are Best For Your Business

Email Marketing

Gareth Cutter

20th May 2016

Why Multi-Channel Consumers Are Best For Your Business Consumers who interact with businesses using multiple channels tend to spend more on average than those who interact via a single channel. It's not surprising when you think about: after all, there are more opportunities for you to build trust, cross-sell and up-sell, and more chances for a consumer to make your company an indispensible part of their life, accessible from any location through any media - if the incentive is there.

Consumers who interact with businesses using multiple channels tend to spend more on average than those who interact via a single channel. It's not surprising when you think about: after all, there are more opportunities for you to build trust, cross-sell and up-sell, and more chances for a consumer to make your company an indispensible part of their life, accessible from any location through any media - if the incentive is there.

But what are the potential disadvantages of such a multi-channel approach? The biggest risk is that by firing on all cylinders on all channels, you could speed up the process of subscriber fatigue. Interaction etiquette on social media as much the same as email marketing: intrude on subscribers with untargeted, uninformative content too often and you'll soon be blocked.

There is, however, a strategy for effective multi-channel relationships with subscribers. Defining the role that each channel will play (e.g. which will be used to actively sell, which ones will not) reduces the risk of subscriber churn. It might sound counter-intuitive but limiting your sales promotion online might actually increase online revenue, for the reasons highlighted above.

We recommend using email as a channel for sending account information and marketing promotions and social media channels for online customer service and brand experience. Although usage of email is dwarfed in relation to social media, it still holds an essential place in people's online lives - it's needed to create e-commerce accounts and receive sales invoices / receipts - and as its role changes from social to professional, it will become more suited to sending marketing messages and account information.

If subscribers are receiving your email marketing campaigns, tell them about your social media presence too, and vice versa. Advertise the benefits subscribers will experience by signing up for multiple channels (loyalty discounts, efficient customer service, interaction with social communities etc). And don't forget integration between online and offline channels either: direct mail and telesales can still drive revenue, especially when following up email campaigns where subscribers have already demonstrated an active interest in a promotion or offer.

Multi-channel subscribers tend to feel more engaged and more loyal to a company so it is essential you consider how this applies to your business. However, don't feel compelled to open new channels simply for the sake of it. Do it because they are going to add value to the customer experience and you can commit to it. With so many opportunities to interact with existing customers and prospects, it should be easy to come up with a multi-channel strategy that fits your business, improves customer engagement and increases sales revenue.


Gareth Cutter 20th May 2016