10 Omnichannel Marketing Tactics Ready-to-Deploy

Whether you’re a marketer for a global retail brand, a niche e-tailer, or a mobile app brand, there’s one challenge that nearly every marketing team has in common: win new customers, secure their loyalty, and grow their lifetime value. 

So even certain aspects of your omnichannel marketing strategy may differ depending on your brand and your customers, there are a handful of essential omnichannel marketing tactics you’ll want to pre-build in your customer engagement solution to bolster your strategy. 

It’s hard to build long-term relationships if you don’t start off on the right foot. This makes a well-crafted automated welcome campaign essential.

Use creative content that’s on-brand, and messaging that’s warm and inviting (while still aligned with your brand tone and voice). Consider the widest breadth of channels possible: email, web, and SMS are great for welcome campaigns. 

Greet your customers with a warm-hearted message to leave a good impression!

2. Abandoned Browse

For your web and app customers, when a customer has been exploring products and services on your website, drive that all-important purchase with an automated message. 

Saving money is often a great motivator. If you really like to secure this purchase, incorporate a voucher or discount in your follow-up message.

3. Abandoned Cart

Much like an Abandoned Browse tactic, a personalized Abandoned Cart email can really put that desired item front-and-center for a customer, making it that much more irresistible, as you already know which items they are most interested in. Use light nudging, not blunt force, when asking for a customer to complete their purchase — they’ll appreciate the soft touch and be more responsive.

4. First-Time to Repeat Buyer

If you’re trying to increase loyalty and customer lifetime value, incorporate personalization tokens so that the content your first-time buyers receive following their initial purchase is highly relevant and meaningful. A personalized product recommendation is much more likely to drive that crucial second purchase that nudges a customer further along their journey with your brand. Conduct a A/B test to identify the best timings.

5. Birthday Campaign

Who doesn’t want to feel special on their birthday? Everyone appreciates a gift on their birthday, and it’s a great excuse to reach out to your customer and give them something special… and something that encourages them to come back and shop. 

Email, SMS, Web, Mobile Wallet — even Direct Mail – make the gift generous enough — a 5% discount, $10 voucher, etc. — and you’re practically guaranteed that customer will spend it with your brand. 

Celebrating customers' birthdays is a great opportunity to build brand loyalty.

6. Price Drop

A customer making their next purchase or not could simply come down to price. Let interested customers know that the product or service they’ve been eyeballing is now less expensive.

This campaign works splendidly when automated across a wide range of channels such as email, CRM ads, SMS, Web, and more.

7. Back In Stock

Price isn’t the only potential limiting factor in preventing a customer from completing a purchase. Maybe you don’t have the product your customer wants in stock. So if a once-desired product is now back in stock, it’s essential you let your customers know right away. 

Leverage personalized offer here and ensure there’s no delay when an inventory returns and your prospective buyers know about it. 

8. New In Stock

For customers who are always looking for the latest and greatest, use this technique to communicate and keep customers updated in real time when a hot new item is now available to purchase on your website, app, or in your physical stores.

Excite your customers with new product discovery!

9. Flash Sale Event Campaign

Don’t let your flash sales go off without notice. Use Flash Sale Event Campaigns as a tactic to let your customers know they have a limited-time opportunity for great products and great savings. 

Automate this campaign across all your marketing channels to make the biggest splash possible, and incorporate personalization when and where possible.

10. Winback Defecting Customers

Even your most dedicated, die-hard customers will go through a phase where they’re either less interested in shopping, or less interested in your brand. And once a customer is gone… it’s exceedingly hard to get them back. 

Reach out to customers most at risk for defecting. Use personalized content in these campaigns to deliver a customer a relevant offering, while also letting them know just how much you value them as a customer. 

This article is originally published by Emarsys:

Emarsys, an SAP company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drive business outcomes. We partner with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries.

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