Recalibrating Your Digital Messaging Infrastructure, Part 1
Quantify your hard and soft costs to justify the investment in a messaging solution that will enable you to maximize returns for your email marketing program. Purchase wisely and that same solution will enable you to reach consumers with relevant messages through whichever channel they prefer.
Escape from the silo
If you’re in charge of email marketing for a major consumer brand, the thought of subscribers on your list interacting with your brand through other message channels (e.g., SMS, Facebook or Twitter) can be alarming. This is especially true if your operations and infrastructure are siloed as a distinct business unit. Would you even be aware if your colleagues across the office in the social media marketing department were conducting a campaign?
The problem is that consumers don’t distinguish between business units or message channels in their interactions with companies. A 15 percent-off coupon means the same thing to them, regardless of whether it’s delivered to their email inbox or sent via SMS. Now that multiple message channels exist to reach consumers, the challenge comes in ensuring that interactions with them are relevant, coordinated and aligned with their preferences.
Broadcasting special offers to consumers through multiple channels — e.g., SMS text to their mobile device, posting to your Twitter account and sending a message to their email address — is likely to be perceived as spam. But deliver the same message in the right context and they're likely to value the interaction.
A better example might be an airline sending out an SMS notice of a flight delay to a customer’s mobile device. The customer might have booked their flight online and worked through the original transaction via email, yet the most relevant channel on the day of departure is an SMS text sent to the mobile device they’re carrying.
Related story: New Metrics to Track Your Email Program’s Performance