5 Ways Email Marketers Can Master Omnichannel Strategies

Marian Sahakyan
Senior Brand Marketing Manager
4 minute read
Marian Sahakyan
Senior Brand Marketing Manager
4 minute read

Brands can rarely reach target markets through only one marketing channel, especially in a world where lead nurturing and personalization are increasingly influential with every campaign.

Nowadays, consumers prefer getting consistent experiences and interactions across every brand touchpoint.

That’s where omnichannel marketing becomes even more crucial, proposing the strategy that allows brands to provide target consumers with seamless, consistent, and personalized multichannel deliverables and outcomes.

What most lead generation marketers may often overlook, however, is that email is the crux and the driving force that pulls the entire concept of omnichannel together.

The power and potential of email is largely the reason why Phonexa acquired MailCon in 2018. The world’s preeminent email and omnichannel marketing conference and event is powered by Phonexa and it serves as one of the centerpieces of our all-in-one marketing automation solution for calls, leads, clicks, email, SMS, accounting, and more, by fostering a thriving community of marketers and industry leaders.

Now, ahead of MailCon 2022 in Las Vegas, we’ll explain why an SMS and email marketing platform, and product like E-Delivery, makes email such a powerful link to inbound and outbound marketing, all while supporting intelligent campaigns and cultivating an ever-growing email marketing community.

Looking to strengthen your omnichannel email marketing strategies? Attend MailCon at the Caesars Palace in Las Vegas from Jan. 11 to 13, and use the code “PHONEXA15-LV22” to save 15% during registration

1. Creating Dialogue That Elevates The Purpose Of Omnichannel Marketing 

As humans, we’re constantly having conversations — with our co-workers, partners, and most importantly, our leads and customers. These interactive communications foreshadow the future outcome of the conversation or how we’ll engage with the responding party going forward.

Think about targeted and segmented email campaigns that initiate a conversation with someone who may be interested in your product. This initial outreach is usually the first step in generating the trust of the receiver of your targeted email.

With this, email reaches and stays in the audience’s inbox, and you can again remind the receiver of your promotion through varying communication methods along the omnichannel sales funnel.

And while many think of conversational marketing as something that only occurs in chatbots or messengers, email has been proven to be a destination hub for conversation and client-email marketer interaction.

Conversational marketing has claimed dominance with the use of in-email videos, response boxes, and even personalized surveys.

2. The More Personal Emails Are, The Better

Personalization is the key ingredient for an effective email campaign. It features segmentation and other critical communication aspects to emotionally tie the receiver to the content embedded in the message, such as a thank you email after an interview or meeting.

With the help of multichannel distribution and segmentation, a product like E-Delivery directs emails where they’re most wanted and sends other targeted emails to the lesser-active audiences to re-engage them.

Personalization draws in the clients and helps them make better and more informed decisions regarding your campaign, or offer. It also allows them to reach back out at a time that is most convenient for them, and through a communication channel that’s most reliable to them.

3. Dynamic Emails To Bring In Tangible Results

Most email and SMS marketing and ESP integrations offer some sort of trackability, with insights into open rates and other essential metrics. However, it’s rare to find an ESP platform that gives users a full dynamic view of their target audiences.

These AI-powered personalization tactics encompass a mass message that changes based on user behavior or data that the sender may have about their subscribers.

With E-Delivery, you get all the functionalities of dynamic emails that peek into variables such as location, gender, age, interests, or other characteristics that can aid in intelligent email segmentation.

4. Email Marketing Must Be Paired With Tip-Top Tracking

Have you ever thought about why companies want to invest more into products that give them insights and data analytics?

To understand the answer to that question, let’s look at how marketers channel the success and ROI of their campaigns. It’s usually through a combination of analytics provided by the ESP email platform used by the marketers.

For example, with campaign analytics and deliverability reports, E-Delivery ties all aspects of email marketing together. It compiles all the data related to email campaigns. It uses intelligent analytics tools to show which aspects of your campaigns are working, and which are not, to essentially retain more conversions and open rates from a given email.

With E-Delivery’s extensive insights into deliverability and other elemental email metrics, you will be able to see reports that outline your campaign’s strong suits and weaknesses, as well as your deliverability rates to different ISPs.

5. A Community Beyond Email Products

Possibly the best aspect of the email marketing industry is its volatility and ability to work with any type of marketing channel within the omnichannel marketing strategy umbrella.

Email is the sole guarantor that all marketing channels can work in harmony with one another, all while complementing each other’s highlights and effectiveness according to the type of message put out for target consumption.

Through the years, email has gathered hundreds of email marketing professionals, companies, and industries over its power to make a difference in any given advertising or marketing campaign.

Take that from conferences like MailCon, which has quickly developed to become one of the most significant gatherings of email professionals from all areas of the global marketing arena.

These email-minded and lead generation executives congregate to share and teach the omnichannel marketing world what it’s like to resonate.

Learn more about how E-Delivery can power your business and email marketing efforts. 

To learn more about the MailCon community and how it gathers thousands of email and omnichannel marketing professionals together, click here, or watch the video below. 

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Marian Sahakyan avatar
Marian Sahakyan
Senior Brand Marketing Manager
Marian Sahakyan is the Senior Brand Marketing Manager at Phonexa. She’s a journalism graduate from California State University, Long Beach with a background in marketing as well as UI and UX design. Marian’s previous writing and reporting has been featured in several community newspapers throughout Southern California.
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