Welcome back to our five-part series on modernizing your martech. In case you’re just jumping in, feel free to refer back to our previous posts:
- Now’s the Time to Modernize Your MarTech
- How Modern MarTech Boosts Customer Lifetime Value
- How to Scale Efficiency With Modern MarTech
In this fourth installment, we discuss how marketers can deliver consistent, personalized experiences across channels to drive engagement, revenue, and efficiency.
In this blog post, we’ll share:
- Why the key to business success is a harmonized cross-channel strategy
- How to increase subscriber acquisition
- How to bolster lifetime value
- How to enhance efficiency and reduce cost of ownership
- Real-world examples of brands that achieved cross-channel uplift
- Details on our upcoming webinar focusing on modern martech you won’t want to miss
Want to skip ahead and improve your campaign engagement rates? We have a brand-new tool that can help. Try out the Iterable Value Calculator to discover the value of cross-channel orchestration with modern marketing platforms.
The Key to Business Success Is Cross-Channel
Marketers are under an increasing amount of pressure to achieve greater personalization in order to generate more revenue and drive more business impact.
To accomplish this mission, modern marketing strategy has moved away from managing separate, disconnected channels to creating seamless, cross-channel engagement that meets customers wherever they are.
And the research supports this evolution:
- Using three or more channels in a marketing campaign can result in a 287% higher purchase rate compared to a single-channel approach.
- Omnichannel shoppers generate 30% higher lifetime value than single-channel buyers.
- Within six months after an omnichannel shopping experience, customers log 23% more repeat shopping trips and are more likely to recommend a brand to family and friends than those who used a single channel.
But how can marketers use their technology platform to drive additional cross-channel impact?
Let’s walk through three benefits that only modern martech can provide.
1. Increased Subscriber Acquisition
Email is a proven channel to engage subscribers, but the people on your mailing list are only a fraction of your wider addressable audience. By adding other channels, such as mobile push, web push, in-app, and embedded messaging, you’re able to convert more anonymous web visitors and app users.
This allows you to grow your marketable base of known users that you can then deliver personalized messages, no matter where they’re interacting with your brand. This is especially important as privacy measures like Apple’s Hide My Email and Google’s Shielded Email expand the use of email aliases for consumers.
Iterable estimates that you can increase subscriber opt-ins by approximately 17% simply by using the platform to personalize your cross-channel efforts across web and mobile. It’s a win-win: consumer privacy is protected, and marketers are still able to target anonymous users regardless of their login status to drive growth.
2. Enhanced Ability to Drive Lifetime Value
Time and again, the research proves that creating seamless, cross-channel experiences increases your brand’s relevancy with customers and improves their lifetime value. McKinsey reports that companies undergoing cross-channel transformations see an average 10% uplift in revenue.
AI tools, like Iterable’s Brand Affinity, can help identify which customers are signaling negative sentiment and are more likely to disengage. With this knowledge at their fingertips, marketers can coordinate their experiences across multiple channels to deepen the connection.
Now, with AI automation like Iterable’s Send Time Optimization, it’s easier than ever to keep users engaged with individualized journeys, messaging them at the optimal time on their preferred channel with relevant content.
From our years of working with leading brands, Iterable customers leveraging cross-channel orchestration typically outperform single-channel customers by:
- 6.25% incremental reduction in churn
- 10% incremental lift in conversion and retention rates
- 15% higher purchase frequency by using an AI-powered, cross-channel approach.
3. Boosted Efficiency and Orchestration
Frustrated with the cumbersome legacy marketing clouds, many marketers adopted point solutions for each channel, inadvertently creating data silos and adding to the hassle of maintaining multiple platforms.
A modern, cross-channel solution solves this inefficiency, enabling marketers to orchestrate all their cross-channel campaigns and customer data within a single interface. This both delivers a cohesive experience for your customers and boosts your team’s productivity.
And with AI-powered features like Iterable’s Channel Optimization, you don’t have to haphazardly blast out notifications, you can automatically send via email, push, and SMS based on where a customer is most likely to engage. Simple automations like these can generate at least a 5% incremental time savings using the Iterable platform.
But you don’t have to take our word for it. Here’s what an Iterable user recently said in their G2 review:
“One of the platform’s greatest strengths was its ability to integrate multiple communication channels. From emails to SMS and push notifications, Iterable allowed me to manage everything within one platform, which streamlined the entire process. The integration made it so much easier to run cross-channel campaigns, and the fact that it was all handled in a single interface was a huge time-saver.” ~ Iterable user
Real-World Success Stories
As Iterable’s customer base of leading brands can attest, more channels means more business impact.
SeatGeek Achieves 3x Revenue With Cross-Channel Expansion
Online ticket business SeatGeek has quickly grown to offer the largest inventory of live event tickets on the web, but previously struggled to deliver consistent, relevant messaging across channels because their email and push tools ran on separate systems.
By consolidating all email, SMS, in-app and push notifications onto the Iterable platform, the SeatGeek team has been able to increase their subscriber acquisition by 50%. Since switching to Iterable, revenue attributed to email and push has increased by 3x, outpacing almost every other segment of the business.
Iterable’s data feeds enable precise targeting and personalization of cross-channel messages, which encourage repeat purchases and enhances customer loyalty.
“We didn’t want an email application with mobile capabilities bolted on or vice versa. We wanted a platform that was architected to support the channels we use now as well as the ones we plan to use in the future. That requirement ruled out pretty much every solution except Iterable.” ~ Ben Clark, Vice President of Customer Retention at SeatGeek
Madison Reed’s Seamless Experience Converts 45% More Subscribers
As an online subscription service with physical salons, beauty brand Madison Reed needed to bridge both their digital and in-person experiences, but their previous marketing platform was limited and cumbersome. The team replaced it with Iterable to create engaging campaigns across web, email, SMS, direct mail, and other channels.
With Iterable’s flexible data model, modern APIs, and universal webhooks, Madison Reed was able to build a reactivation journey that combined email follow-ups with direct mail postcards for a highly personalized nudge. If customers don’t engage with those channels but are opted into SMS, they then receive a text nudge to seal the deal.
By using Iterable across their full range of customer interactions, Madison Reed has seen significant results. Its upgrade-to-subscription conversion rate for Iterable campaigns is 45% higher than that of a control group. And simply adding direct mail to their cross-channel strategy yielded an incremental 3% lift in upgrades.
Now, the team at Madison Reed can automate cross-channel campaigns that reactivate users, expand their customer base, and generate higher revenue for real business impact.
“With Iterable, we’re tracking customer behavior across online and offline interactions and creating seamless cross-channel experiences tailored to the way each customer prefers to buy from us.” ~ Julia Papane, Email Marketing Specialist at Madison Reed
Quantifying the Impact of Modern Martech
In this blog series, we’ve shared how to demonstrate success and drive results with modern martech. Now, it’s time to see the potential gains for your business.
Use our new Iterable Value Calculator to quantify the impact of making the switch, and achieve better cross-channel engagement.
Get the Real Talk on MarTech Modernization—Save Your Spot!
And if you’d like a more hands-on walkthrough, join us on March 12 for our webinar: “From Frustration to Function: Real Talk on Modernizing Your MarTech Stack.” Our team of experts will reveal all the ups, downs, and WTF moments of modernizing a tech stack, with candid insights and actionable tips tailored to your role.
Register for our webinar today to reserve your spot.
