Cross-channel marketing is our bread and butter. It’s kind of our thing. We know that to create a quality customer experience, customers should be able to bounce from channel to channel while continuing to receive seamless, personalized marketing messaging.
As the year draws to a close we decided to embrace the nostalgia and take a look back at some of our customer stories that best embody cross-channel marketing. Who really hit the nail on the head and created a one-of-a-kind customer experience?
Let’s stroll down memory lane together as we explore our customers’ stories and revisit the successes they saw after implementing a fully cross-channel experience.
1. Jersey Mike’s
Talk about a cross-channel hero. (Get it? They’re a sandwich chain.) We’re spotlighting Jersey Mike’s because they’re not a digitally-native brand. Born in 1956, Jersey Mike’s had to completely rethink their marketing strategy to keep up with the constantly evolving landscape. One way they modernized their marketing was by updating their mobile app and guiding users there, instead of the mobile site.
By collecting cross-channel data with the goal of re-engaging loyalty program members, Jersey Mike’s was able to see which customers hadn’t made an in-app purchase in the past three months and then sent those customers an email reminding them to check out the app. Cross-channel marketing is all about meeting the customer where they are, ultimately to creating an experience that builds customer trust.
Care.com, an online marketplace for childcare, senior care, special needs care, tutoring, pet care, and housekeeping, had a variety of marketing tools at their disposal, each dedicated to a different channel or different type of marketing message. Not only was it difficult to maintain each individual platform, but getting a complete picture of an individual customer, who may have interacted with multiple channels, was proving to be an unnecessarily heavy lift for the marketing team. So, Care.com set out to update their martech stack.
By consolidating their martech stack into one platform, and taking advantage of technology partners, Care.com was able to create an information loop that broke down the silos that had previously existed between their marketing tools. Now, Care.com can create cross-channel campaigns, like abandoned cart campaigns, and get a full picture of how their customers are interacting with each channel.
Honeybook, a brand dedicated to helping small businesses run efficiently, was looking to create a complete lifecycle strategy for customers. They wanted to be able to connect with their customers at each step of their individual journeys, ensure they were getting the best possible experience, and, ultimately, attract and retain subscribers. To do this, Honeybook needed to understand how each customer used their marketing channels and, because of rapid growth, they needed to do it quickly.
With a 15-day migration to Iterable, Honeybook was able to hit the ground running and introduce segmentation that helped them better understand how, where, and and when customers were interacting with their product. As a result, they were able to create campaigns that align with every stage of the customer lifecycle.
SeatGeek found themselves in a unique position. Because they’re a ticket marketplace for a wide variety of events, their customers didn’t really fit into one category. So, they had to figure out how to best market their services to an incredibly diverse audience. While in the past, email and push notifications had proven to be the most effective, they were struggling to deliver seamless experiences because their push notification provider and email service provider were on two separate platforms.
To build a truly cross-channel experience, SeatGeek consolidated their marketing tools onto one platform, Iterable, and were able to implement triggered messages, automated newsletters with dynamic content, and a welcome workflow. With the architecture in place to support both mobile and email marketing capabilities, Iterable gave SeatGeek the power to improve their customer experience.
5. Madison Reed
Cross-channel marketing doesn’t always apply strictly to digital marketing channels. Realizing that responding to exactly what customers need, when they need it, is crucial for maintaining strong relationships, Madison Reed, a hair care brand, set out to connect their customers’ offline and online experiences, seamlessly.
By integrating web, email, SMS, direct mail, and other marketing channels, Madison Reed was able to automatically create campaigns that kept customers connected. Their reactivation workflows, for example, kept track of when customers were predicted to reorder hair care products and, if they didn’t, they would be automatically entered into a reactivation workflow that reminded them to stock up.
Cross-Channel Marketing Champions
These are just a handful of customer stories we could highlight that demonstrate the importance and value of creating a true cross-channel customer experience. Customers today are expecting brands to know who they are as an individual and, with that, customers expect marketing communications to be tailored to their unique needs. To get a holistic picture of each of your customers, without burning out your marketing team, your data needs to be consolidated and your marketing efforts need to be automated. As we head into 2022, cross-channel marketing is no longer optional.
To learn more about Iterable’s cross-channel capabilities, schedule a demo today.