5 Omnichannel Best Practices to keep top of mind in 2017


The entire concept of omnichannel rests on the desire to deliver an exceptional customer experience. It describes a coordinated and consistent strategy for engaging and interacting with your customers as well as your potential customers at any and every channel touchpoint in the customer journey.

Whether you’re already going full-steam at your omnichannel strategy or whether you’re just starting out, here are 5 omnichannel marketing best practices to keep top of mind in 2017:

1.   The customer must truly be king

Addressing technology alone is not enough to get real value from an omnichannel strategy. Brands need to put the customer at the heart of their strategy if they are to operate omnichannel at scale, profitably, and deliver on their promises to customers. 

When the customer is king, it means your main aim is to truly understand them. It means that you have their best interest at heart and that you’d do anything and everything to make them feel understood and comfortable. 

It also means that you respect your customers’ privacy and permissions: Remember to include an option to unsubscribe, and ask why if they do. This will help you understand them and their behaviour even better. 

Remember the importance of frequency, don’t over communicate. Combine social, SMS and email in a single communication strategy and automate this through a marketing automation program. 

Include personalised content and subject lines, based on data rules and site behaviours. 

Lastly, make sure you use dynamic content to emphasise the above messages even more. 


2.   Aim for the same goals

When embarking on the omnichannel journey, having set goals is imperative. 

One of the major reasons that people aren’t collaborating efficiently is due to corporate silos and the silo mentality. This is where groups or departments within a company refuse to share information with others, which results in turf wars and inefficiency. 

Make sure that departments who’ll be working together on ATL and BTL marketing efforts have a clear understanding of who’s responsible for what. Each department must keep to their specific goals, as well as the overarching company goals, in order to reach the desired results. For example, a good social campaign carrying a badly planned SMS campaign will result in bad ROI.

3.   Keep it simple

It’s no news that brand loyalty is disappearing. As a result, brands have ramped up their communication, hoping that the more information they provide, the better the chances of holding on to their increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering — it’s overwhelming. 

What’s the solution then? Keep it simple. Stick to 1-column layouts to prevent the reader from being distracted from the main message. Also remember to keep content short and to the point. Quality always trumps quantity.

4.   Move from batch-and-blast to automation

If you’re a marketer in 2017, you’ll know that batching and blasting is the quickest way to end up in the spam folder and receiving increased complaints. And if you didn’t know, well, now you do. 

This year, embrace automation instead. Sending less email, which is more targeted, will give you better access to the desired audience’s inboxes. If you aren’t focussing on segmentation, creating dynamic content, engagement, and activity you will find that a majority of your marketing messages end up in the purgatory of a spam folder.

5.   Test. Measure. Optimise.

Optimise send times: Segment your mailing list and send to different segments and at different times and measure response rates for each segment.

Optimise for mobile: Use Email Insights to test mobile device rendering.
Add Mobile Analytics tracking to your campaign to see where and on which device your email is being viewed.

Test subjects lines: Use A/B Subject line testing, and use clicks as the winning criteria for product mailers instead of opens.

Final thoughts

Remember that omnichannel marketing isn’t just for large companies; businesses of all sizes can take advantage of this method.

The consumer of 2017 is a difficult one to pin down, which is why having an omnichannel strategy in place is important. When done the right way, omnichannel marketing will provide your customers with a cohesive experience – regardless of the platform they use.

Get Related Tips:

1) Tip Sheet: “6 Tips to get you started with behavioural marketing

2) Blog: “Ready for omnichannel? 5 Questions to address before you get started

About Grapevine

Grapevine enables companies to provide useful and relevant information to their customers by making them present at all stages of the customer journey – no matter how rapidly or frequently their purchasing behaviour changes. By combining omnichannel communications with marketing automation capability, Grapevine offers companies a cloud-based product platform that can be deployed at speed and scale. The company is powered by an expert team of mobile-first digital marketing technology experts.


[1] Market Everywhere: 3 Omnichannel Marketing Tips

[2] 7 Great Tips For Your Omnichannel Strategy

[3] How to Break Down Work Silos Between Departments

[4] Digital Marketing in 2015: Omni-Channel Marketing

[5] R.I.P. batch and blast

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