Omnichannel marketing seamlessly integrates the different communication channels that businesses use to communicate with customers.
What’s Multichannel Marketing?
Multichannel marketing is the implementation of a single strategy across multiple channels or platforms, maximizing opportunities for interaction with prospective customers.
A channel could be direct mail, email, a print ad, a retail location, a website, a promotional event, a mobile app, SMS messaging, a product’s package, or even word-of-mouth.
What’s Omnichannel Marketing?
Omnichannel consists of a multi sales strategy that provides the customer with an integrated shopping experience. Each channel works together to create a cohesive experience.
Benefits of Multi and Omnichannel Marketing
The Harvard Business Review reports retail customers experiencing omnichannel marketing:
- Spend 4% more every time they go shopping.
- Spend 9% more when shopping in-store.
- Spend 10% more when shopping online.
- Are more loyal, with a 23% increase in repeat purchases.
Direct Mail’s Role in Multichannel Strategy
Once a prospect receives a mail piece, they are more likely to recognize and interact with your brand and messages in other channels.
Direct mail is also a great tool to keep your audience engaged. Send a personalised piece to share special offers with current customers, re-engage with past customers, or connect with social media or email subscribers who are not yet customers.