Multichannel engagement involves communicating with your audience across different channels, such as email, social media, SMS, direct mail, phone, and events. Instead of relying on a single method of communication, brands use multiple channels to stimulate engagement and connect with people where they’re most active.
The alternative? One-channel outreach is like betting all your eggs on one basket – either through cold emailing in bulk or ads only on social media. However, a single-channel strategy will miss a gigantic chunk of your audience.
Harnessing customer connection
- 73% of consumers use more than one channel during the shopping process.
- Companies with strong multichannel engagement enjoy an 89% customer retention rate, while those with weak multichannel strategies have a mere 33% retention rate.
- Brands that utilize three or more channels in marketing have a 287% higher purchase rate than those that use a single channel.
A message from the chief
Multichannel outreach works best when each channel feels like part of the same conversation. For example, if someone ignores your email but engages with your LinkedIn post, don’t treat them like a stranger when you follow up.
By weaving past conversations into your ongoing dialogue, you can move transactional exchanges into meaningful relationships that customers value. Referencing specific details from previous interactions signals genuine investment rather than algorithmic interest, creating a narrative continuity that positions you as a trusted advisor rather than just another sales voice in their inbox.
This relationship-first approach not only differentiates your brand in crowded markets but also naturally increases customer receptivity to your solutions, as each touchpoint builds logically on established context and demonstrated understanding, effectively replacing the jarring disconnect of isolated sales pitches with the comfortable familiarity of ongoing conversation that acknowledges shared history and evolving needs.
First impressions
Starbucks has propelled multichannel engagement by enabling customers to engage seamlessly at multiple touchpoints. Its app integrates mobile orders, personalized rewards, and restaurant interactions. If a customer orders on their phone, receives a push notification for a free coffee, or pays with their Starbucks card, all the channels are linked. The outcome? 18% mobile order and pay transactions growth in 2023 alone.
In another case, Nike uses social networks, email, mobile applications, and shop experience to maintain customers. Its “Nike By You” individualization initiative lets customers create their shoes online and receive immediate updates via SMS and email. Nike raised its customer involvement by 40% and led repeated purchases manifold by this move.
It’s about connections and variety
Challenge: One of the biggest challenges with multichannel engagement is keeping your brand voice, messaging, and customer experience unified across channels. A failed strategy can be disjointed.
Resolution: The short-term fix is to use first-touch data as a starting point and then blend it with multi-touch attribution for a complete picture.
Garnering that initial touch
- Identify the most dominant channels where your audience spends most of their time.
- Use a mixed bag of communication channels to reach customers across multiple touchpoints.
- Ensure consistent branding and messaging throughout all channels.
- Leverage automation tools to make the outreach efficient and personalized.
- Track engagement metrics and adjust your strategy based on performance.
- Ensure switching between channels is seamless for customers.
- Test and optimize campaigns regularly to keep them new and relevant.
