What is cross-channel messaging?

Cross-channel messaging is a marketing strategy that involves sending messages to customers across multiple channels, such as web, email, mobile apps, and social media.

It enables businesses to reach customers with consistent message and branding across different channels, enhancing engagement by capturing customer attention wherever they are.

Cross-channel messaging can also help businesses create more targeted campaigns based on data collected from each channel.

Why is cross-channel messaging important?

Once integrated into a market strategy, cross-channel messaging offers a number of key benefits for businesses:

  1. Boosted engagement: Cross-channel messaging enables businesses to reach customers on multiple channels with a consistent, relevant message, which leads to greater levels of engagement.
  2. Personalized content: Data collected from each channel can be used to create tailored, personalized content that engages more customers and ultimately drives key business outcomes.
  3. Increased loyalty: Cross-channel messaging can ensure a customer has a more consistent brand experience, which leads to deeper relationships, helping to increase brand loyalty and reduce the chance of customers defecting.
  4. Consistent messaging: It facilitates more consistent brand messaging across all channels, improving customer experience and driving higher conversion rates.

Best practices for successful cross-channel messaging

Follow these best practices to ensure your cross-channel messaging lands with maximum impact:

  1. Know your channels: Understand each channel and its potential benefits before designing a cross-channel messaging strategy.
  2. Harness the power of data: Utilize data collected from each channel to create more targeted campaigns.
  3. Make content relevant: Provide customers with relevant content based on their past engagement, as well as their interests and preferences.
  4. Integrate your channels: By using a cross-channel marketing platform, you’ll connect your marketing channels to each other, helping you to create an integrated, seamless customer experience.
  5. Keep it simple: Simplify the customer journey by eliminating complexity and friction across channels. To identify areas of friction that you need to remove, consider using heatmaps or customer journey mapping.

Cross-channel vs omnichannel — what’s the difference?

The main difference between cross-channel and omnichannel is their respective focuses on customer experience.

Cross-channel messaging is focused on sending tailored, data-driven campaigns to customers on multiple channels.

On the other hand, omnichannel messaging is more focused on creating an integrated customer experience across all channels, ensuring a consistent brand message that resonates with customers throughout their entire journey.

Cross-channel messaging with Emarsys

Emarsys helps leading brands like Nike, Pizza Hut, and PUMA unify their sales, product, and customer data and deliver seamless, personalized omnichannel customer experiences that satisfy customers and drive business results.