What makes an omnichannel campaign stand out?
Learn how to craft impactful omnichannel campaigns that resonate with audiences. In the video below, we’ll walk through best practices, so you’ll be well on your way to create campaigns that actually convert and drive revenue.
Build your next campaign with 4 core steps
Let’s break this down a bit: follow these 4 core steps to begin crafting in Klaviyo’s omnichannel campaign builder. Follow along to help you not only draft content, but to build a campaign strategy that converts subscribers into customers.
Determine your call-to-action (CTA)
Ask yourself:
What promotion is tying together multiple audiences and messages?
Perhaps this is a:
- New product launch
- Limited-time sale
- Upcoming event
- New store opening
- Important announcement
Prepare all the elements that go into this campaign, such as templated designs, imagery, coupon codes, and a clear, on-brand narrative. This will be your through-line throughout your omnichannel campaign, from start to finish.
Choose your audience
Ask yourself:
Who do I want to send these messages to?
Common segments to target:
- VIP shoppers (e.g., those who spent over a certain amount or fall within your Champion RFM group within Klaviyo’s Marketing Analytics).
- New subscribers (e.g., recent sign-ups, say within the last 30 days).
- Churn risks (e.g., Have not placed orders in your typical buying cycle).
Build your channel cadence
Ask yourself:
What is the most effective strategy for reaching a particular audience?
Consider which channels will engage each segment you target, and determine how much you’re willing to spend on each audience group per campaign.
Using the example segments from the last tab, you may create the following cadence for an exciting week-long sale:
- VIP shoppers:
- Day 1: Early access text
- Day 2 Morning: Launch email
- Day 2 Afternoon: Reminder push notification
- Day 4: Email with added discount
- Day 5: Final email
- Churn risks:
- Day 2: Launch email
- Day 5: Final email
- New email and text subscribers:
- Day 2: Launch email
- Day 3: Reminder text
- Day 4: Email with added discount
- Day 5: Final email
Personalize content
Ask yourself:
What is the best content for a specific message, knowing it has a relationship to other messages?
For each type of content and audience, consider what to say within the message.
Remember what each channel is best for:
- Email: Cheaper than mobile, allows for longer messages and dynamic block content, good for all audience types, and the least direct channel. Learn more about dynamic block content.
- Text: More expensive, shorter content, best for your most engaged audience members, the most direct channel to a user.
- WhatsApp: More expensive, can spur conversation, best for engaged audience members across regions globally.
- Push: Inexpensive, shorter content, only available to app-users, relatively direct communication