Positive Experiences Are More Influential Than Advertising
Triggered cross-channel campaigns have a 93 per cent higher click-through rate than triggered single-channel campaigns. Most marketers are realising the need for a customer-centric rather than channel-centric approach. What they also need to understand is that the changing customer behaviour and the evergrowing number of channels call for a cross-channel approach as well. Blueshift, provider […]
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Triggered cross-channel campaigns have a 93 per cent higher click-through rate than triggered single-channel campaigns.
Most marketers are realising the need for a customer-centric rather than channel-centric approach. What they also need to understand is that the changing customer behaviour and the evergrowing number of channels call for a cross-channel approach as well.
Blueshift, provider of the AI-Powered SmartHub Customer Data Platform (CDP), recently released a report called Benchmark 2022: Cross-Channel Marketing. According to the report, 65 per cent of customers find a positive experience with a brand to be more influential than great advertising.
Cross-channel marketing is essential as it removes disconnects between channels with dynamic experiences built around a unified view of the customer. It also puts customer at the centre of any interaction. The report dives deep into the elements of a customer-centric marketing campaign. It demonstrates that with cross-channel, personalisation and real-time delivery, a campaign efficacy can be elevated.
- Cross-channel: Triggered cross-channel campaigns have a 93 per cent higher click-through rate than triggered single-channel campaigns.
- Personalisation: Campaigns with 1:1 recommendations yielded a 50 per cent higher open rate than those without.
- Real-time: Real-time cross-channel campaigns have a 500 per cent higher conversion rate than cross-channel batch sends.
“Customer experience is today’s competitive advantage. Yet consumer expectations have evolved, and marketers need to keep up. They can no longer send the same message to all consumers across one channel, at the same time,” said Vijay Chittoor, Co-Founder and CEO of Blueshift.
“In order to increase consumer engagement, marketers must meet their expectations for relevant, targeted, timely messages. Our survey provides quantitative data that clearly show cross-channel, personalised, real-time experiences perform best. Even incorporating one of these factors has proven to lift results, but layering all three together delivers the biggest impact.”
Blueshift analysed over 10 billion messages sent by Blueshift customers. This data was analysed in order to understand the variances in core engagement metrics, including open, click, and conversion rates, between different types of campaigns and messages. This dataset represents multiple industry verticals including retail and eCommerce; media and publishing; eLearning; travel and real estate; personal finance; healthcare and more.
On comparing open rates between various campaign types it was found that campaigns with personalised recommendations yielded a 50 per cent higher open rate than campaigns without 1:1 recommendations. Batch Sends Cross-channel batch sends resulted in a 49 per cent higher open rate than single-channel batch sends. Triggered Campaigns Triggered cross-channel campaigns yielded a 35 per cent higher open rate than triggered single-channel campaigns.
“Activating cross-channel, personalised, real-time experiences may sound complicated, but it’s more simple than you may think,” said Vijay. “When you have the right technology platform to connect all your channels within a single journey builder, this enables you to create, automate, and scale sophisticated campaigns that meet and exceed customer expectations today and as they continue to evolve in the future.”
With the right technology platform, creating cross-channel experiences is not complicated to achieve. The right technology is the one that connected all channels within a single journey builder and enables one to create, automate, and scale sophisticated campaigns. They are usually powered by a unified view of customer data.
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