Developing and maintaining an omnichannel presence is top of mind with today's brands.
Consumers want and expect a consistent, useful and engaging experience whether they are in the virtual or in the real world, and it is brands' responsibility to provide it if the aim is deeper audience loyalty or greater revenue and profits (which it should be).
Even though consumers expect an omnichannel experience and reward those companies that concentrate their efforts on offering it (omnichannel shoppers have a 30 percent higher lifetime value than those who shop using only one channel according to Google research), most marketers are simply not prepared.
Sixty-four percent of chief marketing officers (CMOs), for example, cited a lack of "resources and investment" as the greatest challenge to executing such a marketing strategy according to data collected by the CMO Club. Is it possible, however, to give engagement efforts a boost (whether a company is ready for omnichannel or if it is not yet a consideration) and make this virtual dream an actual reality? Yes, and email is arguably the single best way to get started.
Email - one of the many mechanisms that digital marketers have long used to connect to consumers - is an effective and essential part of successful omnichannel marketing strategies because it works; and it is high time today's digital companies recognize that.
Thanks to a renewed focus on the customer experience, integrations of numerous types and of course, the power of automation, success with email initiatives is becoming a reality. Plus, a strong email foundation for brands provides an excellent opportunity when omnichannel initiatives are on the horizon.
In this month's edition of Top 50 within Website Magazine the focus is on email services and solutions to help marketers drive higher levels of engagement in the omnichannel age. The providers listed serve different types of business users and help satisfy a variety of demands for enterprises of all sort - from small businesses that want to send a monthly email newsletter to international retailers that distribute personalized, behavior-triggered content to their users whenever they visit.
Email is often low on the list of opportunities for today's digital marketers who often opt for the sexiness of social or the efficiency of paid search advertising. Email, however, particularly for those who recognize the importance of customer experience and need for engagement, should be part of the marketing mix - whether a company is omnichannel (yet) or not.