According to "The Value of Multichannel Real-Time Segmentation" from The Relevancy Group, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.
Email is the most effective channel to drive revenue. 91% of participants view email as the most effective channel to move the sales needle, says the report. Though Email marketers are rapidly expanding their strategies to encompass multichannel tactics, organizational structure, coordination and expertise are limiting opportunities.
Most Effective Channels Driving Revenue
% Ranking Most Effective
Print direct marketing
Source; The Relevancy Group/Zeta, July 2015
Highlights of the Report/Survey Findings Include:
Additionally email is increasingly being used to target consumers based on their behavior online and offline, such as in-store purchases and interacting with display advertising. Email ties the consumer identity together across channels and it is the mechanism utilized to drive real-time segmentation through multichannel data, concludes the report.
More information from the Relevancy Group, and sign-up access to the complete report may be found here.