It’s a familiar story: brands need to manage omnichannel communications. Marketers have heard this message since email, the web, and social media marketing were new. But now, there are three key differences.
EMARKETER DATA ON CUSTOMER CONTACT PREFERENCES IN LOYALTY PROGRAMS
- Massive expansion of available channels
- Rapid consumer acceptance of new channels
- Incredible diversification of customer channel preferences
All three of those are visible in a new eMarketer report that landed yesterday, proclaiming that The Best Way to Contact Users Is Every Way.
In 2016, three channels — SMS, email, and app — covered 90% of how loyalty club members preferred to be contacted. In one short year customer behavior has changed so drastically that it now takes six separate channels to match that same 90% chunk of customer behavior.