On a panel on multi-channel marketing at the Email Insider Summit, Erin Levzow said her company (Palms Casino Resort) looks to follow consumers "through their journey" and target them with a
relevant message. They can be different based on whether they're using social media, SMS, mobile, mobile, email, etc.
Responsive design can help. For example, if data shows some people mostly
access email on a PC, email is sent in a way that's customized to appear best there.
Siloed organizations can hinder multi-channel efforts. Intuit's John McMahon says TurboTax has been
siloed, but "optimized" for each silo. A year ago, the company did a test with the Facebook custom audience opportunity that saw a Facebook-email effort boost conversion.
Levzow said tracking
email through attribution shows that multiple silos deserve credit for success. Working together can yield some "gangbuster" campaigns, she said.