{"id":38467,"date":"2023-06-12T11:49:33","date_gmt":"2023-06-12T09:49:33","guid":{"rendered":"https:\/\/www.artegic.com\/?p=38467"},"modified":"2024-01-18T13:53:30","modified_gmt":"2024-01-18T12:53:30","slug":"email-marketing-in-the-mobile-omnichannel-marketing-mix","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/email-marketing-in-the-mobile-omnichannel-marketing-mix\/","title":{"rendered":"Email marketing in the mobile omnichannel marketing mix"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Omnichannel marketing is not the same as multi- or cross-channel marketing. When email marketing merges with mobile dialogue marketing channels such as SMS, push notification and\/or messenger, then we are talking about mobile omnichannel in digital dialogue marketing. Here, a single customer view and real-time-capable processes make up omnichannel marketing. Find out why email belongs in the mobile omnichannel marketing mix and what part the other channels take in it.<\/strong><\/p>\n

What does omnichannel mean in marketing?<\/h2>\n

Omnichannel means that different channels are used in an integrated way to communicate with customers in marketing. These channels are integrated with each other in such a way that a seamless customer experience results, without breaks between the channels. This is how omnichannel differs from multichannel and cross channel. With multichannel, different channels exist but are used independently of each other. With crosschannel, there are simple integrations, but no seamless customer experience.<\/p>\n

Omnichannel in digital dialogue marketing means the fusion of email marketing with mobile dialogue channels in particular to create a common customer experience. These mobile channels include SMS, mobile messenger and push notifications.<\/p>\n

Single Customer View<\/h2>\n

Customers do not differentiate between channels, but expect a consistent customer experience, whether they are on a website, receive an email newsletter or chat with support via mobile messenger. Consistency doesn’t just mean communicating a consistent message across every channel. It means seamlessly picking up where you left off at the last touchpoint in every communication. It means maintaining a continuous dialogue along the entire customer journey, regardless of the channels. This requires a single customer view, i.e. a central data view that can be accessed at every touchpoint in every channel.<\/p>\n

Realtime capable process<\/h2>\n

When creating a single customer view, data from different sources are brought together in one system and made available from there for use in communication in the different channels. In mobile omnichannel, this means for example for SMS, mobile messenger and push notification communication. The digital customer journey is very fragmented and dynamic. Customers sometimes interact with companies in a very short time at different touchpoints in different channels. In order to guarantee a consistent customer experience despite this speed, real time capable processes are necessary. If a date (e.g. a purchase or a click) is recorded at a touchpoint, this must immediately lead to an update of the Single Customer View and, if necessary, to the triggering of a (mobile) marketing measure. For this, the technologies used must be able to process data in seconds. The times of nightly bulk synchronisations are over.<\/p>\n

Mobile channels and email marketing<\/h2>\n