In this blog, Betty Rangel (Sr. Product Marketing Manager) shows three steps to perfecting cross-channel marketing: unified data, dynamically personalized content, and clear performance insights.
Customers Crave Consistency
When a customer redeems an offer from your email, the last thing they should see is a text promoting that same product hours later. Not only is that frustrating for them—it screams “fragmented experience” and highlights a disconnect between you and your customer.
Cross-channel marketing isn’t just about connecting messages across email, mobile, and web. It’s about using data from every interaction—on any channel—to shape what comes next, so every step of the journey feels consistent, connected, and tailored.
So, where do you start?
Step 1: Unify Your Data
The first step is getting a complete view of how your customers engage with your brand. What did they click on in your emails? Which products did they browse on your site? What preferences did they set in your app?
And don’t stop there. Bringing in offline data—like loyalty history, transaction details, or CRM insights—lets you react in real time while also making next-best decisions for each customer.
Take Asda’s Milestone Mission campaign: emails weren’t the only touchpoint. Shoppers also received push notifications showing their loyalty status, the latest challenge, and how much they could add to their Cashpot. Every interaction built on the last, keeping the experience seamless.
With tools like Universal Data Activation, you can pull in data from any source and automatically generate rich, personalized images for each customer—making these connected campaigns simple to execute.
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Use the framework of DART—Data, Assets, Rules, and Tests—to get tailored campaigns up and running quickly.
Step 2: Automatically Adapt Messages Across Channels
Once your data is connected, it’s time to make your content shine. Customers hop between channels constantly, so dynamic content that updates automatically is a must for keeping experiences relevant.
Imagine a customer just redeemed an email offer. You wouldn’t want an in-app message promoting that same product—but sometimes campaigns are already live. Dynamic content fixes this: because your images and messaging pull from live data, you can swap in related items, updated inventory, reviews, or CTAs—without sending an “Oops!” email.
This also works for evergreen campaigns. For example, FanDuel’s No-Sweat Bet banner updated automatically throughout the NFL season. Match-ups changed in real time, without anyone having to recode or manually update the creative. Every channel stayed relevant, automatically.
Step 3: Monitor and Optimize Cross-Channel Performance
Once your cross-channel strategy is live, you want to know what’s actually working. Each touchpoint serves a different purpose, so having clear visibility into engagement and conversions is key.
If mobile app engagement is your focus, tools like the Mobile SDK show which emails, push messages, or SMS campaigns are driving clicks, conversions, and revenue. Dashboards compile these insights so you can quickly see what’s working—and what needs a tweak—then follow up with content that keeps the journey moving forward in real time.
Make Every Interaction Count
Cross-channel marketing isn’t about repeating the same message across platforms. It’s about creating a journey that adapts as your customer moves between channels. With unified data, dynamically personalized content, and clear performance insights in place, you can make every interaction feel thoughtful, relevant, and seamless—no matter where your customers engage.
Activate your data into personalized content in any customer engagement. Get a demo to see why the world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.
