Cross-Channel Campaigns Yield Higher Clicks Than Single-Channel, Study Finds

Triggered cross-channel campaigns produce a 93% higher click-through rate than single-channel efforts, according to Benchmark 2022: Cross-Channel Marketing, a study released Thursday by customer data platform Blueshift. 

In addition, cross-channel campaigns in general yield a 68% higher click rate and personalized recommendations a 58% higher rate. And cross-channel batch sends pull a 34% higher CTR.  

Blueshift analyzed 10 billion messages sent by its clients between January 1, 2021 and September 30, 2021. But the study does not specify actual open and click rates by channel.  

The report claims that cross-channel batch sends resulted in a 49% higher open rate than single-channel sends, but does not clearly specify that this refers to single-channel email campaigns. It defines the open rate as “the amount of users who view or open a marketing communication, such as an email campaign, SMS or push notification. 

However, as the cutoff for the analysis was September 2021, the month Apple’s Mail Privacy Protection was implemented, this may have little bearing on current open rates. 

Similarly, the study notes campaigns with 1:1 recommendations generated a 50% higher open rate than those without, but again without citing individual channels. Triggered cross-channel campaigns result in a 35% higher open rate, it says. 

In another finding, the study contends that real-time cross-channel campaigns have a 500% higher conversion rate than cross-channel batch sends. And engage time optimization produces a 59% higher click. 


1 comment about "Cross-Channel Campaigns Yield Higher Clicks Than Single-Channel, Study Finds".
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  1. John Grono from GAP Research, February 25, 2022 at 5 p.m.

    It would be more interesting if the actual CTR was also reported.   A display CTR of 0.5% is 500% more than a display CTR of 0.1% but both CTRs are very low.

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