On February 24, Blueshift released its ‘Benchmark 2022: Cross-Channel Marketing’ report, which highlights the key elements of customer-centric marketing campaigns that drive engagement and growth. The study shows that using cross-channel, personalized, and real-time delivery the campaign efficacy can be increased.
Customer experience is today's competitive advantage. Yet consumer expectations have evolved, and marketers need to keep up. They can no longer send the same message to all consumers across one channel, at the same time. In order to increase consumer engagement, marketers must meet their expectations for relevant, targeted, timely messages. Our survey provides quantitative data that clearly show cross-channel, personalized, real-time experiences perform best. Even incorporating one of these factors has proven to lift results, but layering all three together delivers the biggest impact."
Vijay Chittoor, Co-Founder and CEO of Blueshift
Blueshift used 10 billion messages sent by Blueshift customers between January 1, 2021 and September 30, 2021 to analyze and understand the variances in core engagement metrics like click rates, open rates, and conversion rates between different kinds of campaigns and messages. This data represented multiple industry verticals like retail, media and publishing, ecommerce, eLearning, travel and real estate, healthcare, and personal finance.
"Activating cross-channel, personalized, real-time experiences may sound complicated, but it's more simple than you may think," said Vijay. "When you have the right technology platform to connect all your channels within a single journey builder, this enables you to create, automate, and scale sophisticated campaigns that meet and exceed customer expectations today and as they continue to evolve in the future."
Here are the key findings of the report:
Cross-channel: Triggered cross-channel campaigns have a 93% higher click-through rate than triggered single-channel campaigns.
Personalization: Campaigns with 1:1 recommendations yielded a 50% higher open rate than those without.
Real-time: Real-time cross-channel campaigns have a 500% higher conversion rate than cross-channel batch sends.
Blueshift is based in San Francisco. It helps brands deliver relevant and connected experiences across every customer interaction. It is the provider of the leading AI-powered SmartHub Customer Data Platform (CDP).