Online and Offline, working in tandem to tighten your email marketing game

Opportunity: How can you leverage your online AND offline customer data?

You’ve got a whole bunch of data about your customers, you know which emails they’ve read, the products they’ve browsed on your website, which products they’ve purchased, you even know which physical stores they visited, but how can you leverage the power of this data in your marketing game?

Omni-channel customers have a 30% higher lifetime value than those who shop using only one channel – IDC, 2015

Solution: Offline to online, online to offline. Mixing up your marketing mix

Maybe it’s time to get the right message to the right people? If you’ve got customer data across various customer touch points, be that from your website or from your offline stores, you could be having that data work in tandem. Think about that for just a moment. You’ve got the data, let’s make use of it!

How about encouraging your customers to return to your offline store where they’re statistically more likely to spend more? Or maybe cross-sell some complementary products online for an item that they purchased offline? That’s exactly what you can do once you combine your online and offline data. Things just got a whole lot realer.

How to do it?

One way of effectively managing your marketing communications between the online and offline worlds is by creating a single customer profile. In order to do that, you’ll need to have a single view of all the customer data that matters. Usually that’s your customer’s details, their purchase history and any associated behavioural data.

Once you’ve got that single customer view, you can pick and choose when and where you’ll direct your email marketing offers during the customer’s journey. In the example below, we’ll show you how you might go about connecting different marketing channels.

Connecting marketing channels – cross selling online & offline

Workflow example: Purchased offline, cross-sell online

In the example above, our customer purchased a cotton print shirt for the summer in our offline store. After one day we send them a recommendation engine generated cross-sell offer for a panama straw hat to go with that shirt. If they went ahead and purchased our recommended product from our cross-sell offer, we assign them points in our lead scoring system. If they didn’t go ahead and purchase our recommended product, we send them a voucher that they can use in our online store.

Mortar up your clicks

Combining online and offline data opens up a whole myriad of possibilities in your marketing mix. Are you a click and mortar retailer that’s not yet leveraging your customer data? Maybe it’s high time you did?

Written by
Marcin Chruszcz
Account Manager at ExpertSender
Email and marketing geek. Specializes in email deliverability, strategy and design. Basketball and MTB riding enthusiast.
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