Tony D’Anna says, “Every marketer knows the importance of a solid cross-channel marketing strategy. An omnichannel program gives consumers a more fluid experience, and this good user experience translates into better engagement. Integrated data is at the heart of a solid cross-channel strategy, but as you peel back some of the layers, you can see that email is the centerpiece of any good cross-channel program.

There are many advantages to centering your marketing strategy around email. Email is the most direct channel, it boasts a higher ROI than any other channel and it helps build loyalty and relationships on a much deeper level than any other channel. Strategic marketers try to capture email addresses across all channels. Once you have an email address you can track click data, do behavioral targeting on your site, and use these insights to inform your mobile, social media and in-store strategies. For this reason, all of your other channels should be pointing to email marketing. Below are some helpful strategies to orient various marketing channels to point to your email marketing program”.

Email Remains the Heart of Cross-Channel Marketing
Entrepreneur

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