Multichannel Marketing for Your Ecommerce Store: Why You Need It and How to Make It Happen

Name/age: Amanda, 22. Likes: early-morning shower karaoke; nacho cheese; cardio kickboxing. Most recent online purchase: microphone-shaped shower sponge. Favorite communication channel: text messages.

Name/age: Emilio, 39. Likes: caffé macchiatos; church basement Bingo; snuggles with Miss Clementine (Boston Terrier). Most recent online purchase: 1000-piece OMG Kittens! puzzle. (Don’t ask.) Favorite communication channel: email.

Name/age: Pat, 67. Likes: 17 out of 18 grandchildren; cow décor; Marlon Brando. Most recent purchase: cactus-shaped inflatable sauna. Favorite communication channel: social media but mostly Instagram (because all the grams are doing it).

Just because your online customers are as vast and (sometimes) otherworldly as the stars doesn’t mean you can’t market to them on their planet. Multichannel marketing campaigns are all about connecting with customers on whatever medium they prefer, thus putting the customer in the driver seat.

Today, we’ll cover the basics of multichannel marketing for ecommerce, why it’s important for your online business, and how you can incorporate it into your next big marketing strategy with Drip.

What Is Multichannel Marketing?

In today’s supersonic-paced, digitally driven world, ecommerce customers have more control than ever over the buying process. Thanks to an ever-growing expansion of available marketing channels, customers have the opportunity to be as selective as they wish when it comes to how they want to receive information

Sure, ultra-selectiveness is great if you’re the customer—it’s omnipotent shopping control! But what if you’re the online seller? How the heck are you supposed to get your brand’s message in front of the eyes of a customer who bounces between 872 different marketing channels within a 10-minute time span on a daily basis?

Enter: multichannel marketing.

Multichannel marketing is marketing that reaches a target audience through multiple communication channels or platforms throughout the customer journey. Sometimes referred to as cross-channel or omni-channel marketing, multichannel marketing helps a business promote and sell its products basically anywhere a customer spends their time.

And, according to Shopify, multi-channel marketing and selling increases revenue by 38%, 120%, and 190% on average with each additional channel.


Shopify's chart for increase in revenue when brands use multichannel marketing.

Marketing channels and platforms are literally everywhere. Marketing touchpoints exist wherever you want them to, really, like social media platforms Facebook and Twitter, to search engines, blogs, email, SMS text messaging, heck, even good old-fashioned postal mail fits the bill.

Thanks to an ever-expanding universe of channels and platforms to reach people, multichannel marketing has become an essential marketing strategy that every online business needs to embrace in order to stand out, build brand awareness, create customer loyalty, and thrive in the face of a growing industry.

Why Should You Use Multichannel Marketing in Your Ecommerce Strategy?

Today, marketing through one or two channels like email or a blog isn’t enough to get your brand noticed. And, even if your business is currently utilizing a few channels (Twitter, a website, Facebook, email, etc.), if they aren’t playing nice together and marching to the same tune, it’s difficult to attract and convert customers and prospects.

When your online business utilizes multichannel marketing, you’re giving your shoppers the choice and freedom to buy what they want, wherever and whenever they want it. Not only does multichannel marketing make it easy for customers to make a purchase, but the strategy also helps to spread rampant brand awareness and gets your business front and center of where your customers are spending their time.

If you’re only hitting your potential customers through one marketing channel, they’ll probably be swayed to buy from your competitor that’s showing up everywhere they’re looking.

As the number of marketing communications channels continues to rise, now is the perfect time for your online business to embrace multichannel marketing. Here are a few top reasons why multichannel marketing is a must for ecommerce:

1. The world becomes your playground. Multichannel marketing lets your online business spread its wings and fly (even literally if you’re selling glider planes). By connecting with customers at various stages in the buying process across multiple channels, your message is reaching audiences far and wide and dishing out more opportunities for customers to purchase your products.

2. Stand out in the crowd. Set your business apart from others by sending targeted, personalized messages that hit your audience wherever they are. Connecting with customers through their favorite channels and platforms is a great way to say hello and jog their memory about the sweet backpack, ballcap, scuba fins, or whatever it was they were looking at or left in their shopping cart.

3. People love options. When you spread your business’s message across multiple channels, not only are you connecting with customers on their own preferred communication method, but you’re also giving customers a choice as to how they want to make a purchase. More purchase options lead to happy customers and more bucks for your business.

4. Brand awareness to the max. With consistent messaging and storytelling across marketing channels, people will get a good feel for who you are and what you’re doing. Your presence will help build trust and customer loyalty for the long haul, especially if you keep learning about your customers and personalizing your campaigns.

Establishing Multichannel Marketing Goals: Making a Seamless Customer Experience

If you’re just getting into creating bigger, broader multichannel campaigns, this whole idea can seem a little overwhelming. So many possibilities are suddenly at your disposal, so where do you begin? We suggest starting with thinking about your goals and, most importantly, your customers and where they are.

After peering into our magical crystal ball and consulting the stars up above—we’re especially fond of the up-and-coming constellation known as The Big DRIPper— we’re going to go ahead and predict that you, the savvy online business owner that you are, have goals for your store. And we’re also willing to wager that your numero uno business goal is to sell more stuff so that you can make more money. More socks, more buttons, more dog collars—more selling of whatever products you’re dishing out.

Drip ecommerce CRM is ready to help you achieve that number one goal. The platform provides insight into exactly what your customers are up to (what they’re eyeing to buy, what they’re clicking on, where they’re browsing), and makes cross-channel marketing automation stress-free.

Here are a couple of ways how Drip can help you reach that ultimate golden goal:

Third-party Integrations. What good is having a CRM platform if it doesn’t integrate with the essential channels your customers are spending their days and nights on? Drip gives online store owners loads upon loads of options.

Our platform gets along with pretty much any marketing strategy you’re looking to put in motion. We natively integrate with nearly 100 different online marketing tools (and counting) with even more possibilities through tools like Zapier. Drift, Fomo, Shopify, Salesforce, Yeti Text—you name the tool and the chances are high that Drip integrates for building a true multichannel marketing platform.

Split Testing. It’s time to kick best guesses to the curb and say hello to spot-on marketing with split testing. Split testing takes the guesswork out of what marketing techniques are and aren’t working for your online business.

Drip’s newest split testing feature lets you see which customer experience is earning the highest order conversion, the highest revenue, or the most site visits—the numbers that indicate which strategies are having real impact on your business. Test an entire workflow or just a few bits here and there to lift the veil on customer information you never knew existed.

Screen recording of split testing inside workflows in Drip ECRM.

How to Create Multichannel Marketing Campaigns for Your Store

How do you build multichannel marketing campaigns?

With Drip, creating multichannel marketing campaigns only requires three ingredients: relevant integrations, campaigns, and workflows. Oh, and your imagination for creating a kickbutt strategy in the first place.

Like we said before, Drip offers a deep variety of integrations. Maybe your ecommerce platform is already integrated with some of the options, or maybe you’re just getting started. If you’re already working with, say, Facebook and Instagram, just follow the process for integrating. If not, explore the integrations page to see which channels could be possible marketing opportunities for you.

Next, consider the power of timely and relevant campaigns. A campaign is an email series that automatically deploys when triggered by a customer or prospect. In Drip, campaigns can hold as many emails as your heart desires, and they work great for ongoing communications like a welcome series, online course delivery, product marketing, and evergreen content. Campaigns are of the best ways to ensure the email channel is always running.

And the true crème de la crème of multichannel marketing is the workflow. A workflow is an automated path a customer is guided down depending on their real-life behaviors—what they do, click, open, add to their cart, buy, return, or whatever trigger you want. When someone does something that triggers a workflow, they’re seamlessly guided down the path you built.

For example, if someone visits your page selling fanny packs three times in a week, they could trigger a workflow. And since workflows can incorporate any integration, campaign, Facebook ad, and beyond, this prospective customer will automatically be entered into your custom audiences, sent a coupon via post card, sent an email campaign revolving around fanny packs, or whatever channel your mind can cook up—automatically.

And what happens when a campaign is utilized inside of a workflow? The result is limitless marketing automation and continued customer engagement across all channels far and wide.

How do you measure multichannel marketing efforts?

What’s the point of embracing multichannel marketing if there isn’t an accurate way to gauge how your online store’s marketing efforts are performing? After all, you’re in the business of making money, so you need to know exactly which workflows are driving revenue, how many first-time visitors are hitting up your website, and which campaigns are bringing home the most bacon.

Drip’s four latest revenue dashboards let you see exactly how your business is performing 24 hours a day, 7 days a week so that you can keep tabs on all of your multichannel marketing efforts.

  • The Account Dashboard provides a bird’s-eye view of traffic analytics such as first-time website visitors, subscriptions analytics like web conversions and cohort subscription rates, and it keeps you updated on key metrics that show how your marketing strategies are performing.

  • The Campaign Dashboard lets you monitor the overall performance of your campaign. From revenue performance to average order value to revenue attribution for each email in the campaign, this dashboard will highlight your most effective email content as well as content that might not be performing at par.

  • Drip’s Workflow Dashboard provides a deep analysis of how workflows are performing and driving the cash flow. Stats include revenue per subscriber, the number of subscribers active in the workflow, the average time it took for a subscriber to make a purchase, and more.

    A screenshot of a workflow analytics dashboard in Drip ECRM.

  • While the lifespan of a broadcast is short, the list of perks associated with the Broadcast Dashboard is long. The dashboard lets an ecommerce brand analyze the initial 72 hours of a broadcast to identify peak engagement times for spot-on multichannel marketing.

Ready to Make Your Mark (Everywhere)?

Sure, the idea of marketing your business across an ever-expanding digital universe can seem daunting—especially if you’re a small online business. But having an ecommerce CRM platform like Drip on your side can make the cosmos seem a little more personal.

From stellar automated campaigns, to integrations that play nice with your existing tools, to detailed analytics that show which multichannel marketing efforts are paying off, the possibilities are infinite with Drip ecommerce CRM.  

Ready to see how your store can get up close and personal across all your marketing channels? Grab a time for your free demo.

Get my free demo