Utilizing the click-through behavior of your email recipients is an effective way of maximizing these multichannel opportunities and can help increase brand recognition. Considering that consumers spend on average 135 minutes on social media per day, as opposed to 20 minutes on email (Statista, 2017), it’s important to factor repeat marketing into your strategy mix.

Here’s how it’s done:

In the Dotdigital platform you’re able to segment customers based on their email behavior. By leveraging these engagement metrics at campaign-level, you can deliver a more relevant and tailored sales cycle to consumers across the web.

Things to consider:

• You’re a car dealership; how do you convert the prospective customer who’s opened and clicked your email about the new-generation car that’s on sale?
• What can you do to seduce a customer who’s currently in the market for a beauty product? How can you make it irresistible – above and beyond others – to purchase?
• You’ve not quite got the attention of that IT decision-maker yet, but you know they’re active on social media. How can you leverage this?

Whether you’re the car dealer trying to promote your offers, the beauty stylist whose product is a perfect match for the customer’s skin complexion or the B2B provider whose solution meets all your prospect’s needs – repeat marketing is a tried-and-tested way of increasing revenue.

By using the segment builder in Dotdigital to query subscribers’ email opens and clicks you can begin to amplify your brand, encompassing various online channels by pairing paid adverts to their email interactions. To further optimize, Dotdigital’s web tracking behavior monitors and records browse history, allowing you to pool subscribers together based on web visits. This additional visibility can make your repeat marketing even more powerful.

Delivering content to your subscribers across online channels will give your campaigns more weight in influencing their behavior and will put your brand in a competitive position. Likewise, cross-channel marketing allows you to push images and videos to your consumers in a subtle, un-intrusive way, which can tap into their psychology. Pair this with email and they’ll be looking out for your messages when scrolling the inbox.

The top social media sites allow you to upload a list of email addresses and then target content to their users, so long as they’ve associated their email address to their account.

Examples:

• Facebook/Instagram ‘custom audiences’ – you can create an audience from your customer list, match contacts to their corresponding Facebook profiles and target with relevant ads and content
• Twitter ‘tailored audience’ – you’re able to target users that are within your segmented subscriber list by uploading their email addresses; what’s more, you can use Twitter usernames (@user) to target relevant influencers
• LinkedIn ‘contact targeting’ – like the above, by uploading the email addresses of your contacts, you can: market to prospects, retain customers and win back lapsed clients through tailored content

At the end of the day, it’s about being creative and recognizing that the consumer is just a human being like me and you. Consumers’ lives are hectic, with an exhaustive flow of information that’s received on a daily basis; therefore, a prompt on any one of the above channels could spring the idea back into their head, bring them back to the email, phone or website and generate a positive action.