Multi-Channel Marketing February 22, 2023, | Posted by Kia Zalewski

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For nearly 13 years, Site Impact has been a leading partner for agencies and media companies looking to achieve digital marketing success. Site Impact offers our partners a comprehensive suite of solutions crucial to marketing messages to a hyper-targeted audience where they engage most. Our consumer database has over 150 million opt-in email records and 750 lifestyle targets. Additionally, we are proud to share our expertise with webinars to better educate and share our knowledge with market leaders.

Previous webinars hosted by Site Impact include multi-channel email marketing, its various layers and strategies, and deep dives into the customer journey. If you couldn’t attend our webinar on the topic, we’ve made it easy for you to glean information with some of the key takeaways from the digital events. 

What is Multi-Channel Email Marketing?

In simple terms, multi-channel marketing refers to combining your email campaign with other marketing channels that work well together. Targeted email marketing by itself is a great way to reach out to new potential customers and build brand awareness, but combining your email marketing efforts with additional marketing layers creates a much more effective user experience for potential customers and helps drive them along their customer journey until they go from being a “potential” customer to an actual customer. 

The Seven Layers of Multi-Channel Marketing

Layer 1: Targeted Email

The first and most important layer of Site Impact’s multi-channel marketing campaigns is your targeted email campaign. Through Site Impact’s 150MM Consumer Records and 50MM B2B records, our clients can create custom audiences for every campaign with direct access to the systems in a self-serve nature.

Marketers can target and segment audiences geographically by city, county, state, and even a nationwide audience. Through the Site Impact Counts System, we have 750 targeting selects for Consumer and Business audiences. 

Layer 2: Email Redrops 

Once you’ve identified your targeted audience and have executed the first layer of your multi-channel email campaign with Site Impact, your next layer is also a re-engagement email. Still, this time, you can integrate re-drop options. Re-dropping, which refers to “re-sending” an email to the whole audience or a portion of your initial email, can help you recapture initial interest in your messaging. You can even take an alternate approach and try to engage those that did NOT open your initial email with altered content and messaging. By switching up the creative or subject line you can create a sense of urgency or highlight calls to action in your initial email that your audience engaged with most. With this strategy, redrops can be very effective by reinforcing your marketing message or spurring action as the sequence continues

Layer 3-A: Facebook Retargeting

After establishing your initial email audience, you can bring your email message to life on Facebook and other social media platforms. When Site Impact executes a Facebook campaign, we run the ads from a promotional page that Site Impact owns and operates using the email audience list. Facebook then identifies the email addresses associated with a Facebook profile; and creates an audience imported from the uploaded email list. Currently, Site Impact works with the platform to create highly effective look-alike audiences to reach the requested impressions. 

Layer 3-B: Hashed Emails or MAIDs for Retargeting

While Layer 3-A is working to procure and market new audiences, Site Impact can double the impact by running our social retargeting campaigns through hashed emails or Mobile Advertising IDs (MAIDs), offering more control over retargeting campaigns. Even better is that Site Impact can increase targeted reach by running Facebook ads and display retargeting through Site Impact’s owned pages. By purchasing  hashed emails or MAIDs files, marketers can leverage the audience with their own demand-side platform (DSP) and run campaigns.

Layer 4: Display Retargeting

Have you ever wondered how to use display retargeting to maximize the effectiveness of your email campaigns? If so, you’re not alone. Display retargeting is a simple and effective way to complement an email marketing campaign with display advertising. This creates a multi-channel approach reaching users outside their inbox on desktop, mobile, and tablets, thereby extending the reach of your email campaigns, which can help increase engagement rates and drive more conversions. When users open an email broadcast, they are served display ads featuring products or services related to their interests or past purchases. This helps ensure that users see relevant ads that are tailored to their preferences. Additionally, you can use the same data from the email broadcast to build lookalike audiences with similar characteristics to those who opened your original message. This will help you reach a wider audience who may be interested in your products or services.

Layer 5: Postal Files

For every email record that Site Impact has received permission to send an email to, there is also a corresponding Postal address associated with each email record. Site Impact licenses this data and scrubs records on an ongoing basis. Our postal files are CASS, and NCOA certified for accuracy on the Consumer side, and Delivery Point is verified on our B2B data. There are two types of Postal files that you can request from Site Impact, a Matching Postal file, which provides only mailing addresses, and a Mailing Postal file, which includes the full name and postal addresses of the audience that correlate with email marketing campaigns. The postal file can be leveraged to run matchbacks, direct mail, and/or addressable geofencing campaigns. 

Layer 6: Matchback Reporting

With Site Impact’s expertise, we can help you better understand your outreach with a report that grants a full-picture view of every campaign’s performance. The more layers you add to your multi-channel campaign, the more valuable a matchback can be to see the results. For example, a multi-layered campaign may include a targeted email drop followed by a re-drop three weeks later. This may be done through either social media retargeting via Site Impact or through the hashed email file. Five weeks after the initial email drop, Site Impact can redrop a targeted campaign to those who viewed the first two outreach attempts, followed by a matchbook report run about two weeks after the third targeted redrop. The report is crucial to the campaign, as it can determine how many recipients have taken action since the start of the first campaign and allow marketers to tweak and edit their future campaigns and understand audiences. In short, matchback is a great tool to measure attribution on the email campaign. It works because advertisers can provide a CRM list of emails/postal addresses to match against all emails sent out within a 90-day window of the email campaign, with Site Impact flagging any matches between both lists.

Layer 7: Email and Your O&O Products

Targeted Email marketing plays well with any other traditional or digital market products. Whether that’s paid search, SEO, SEM, TV, radio, or print, properly created and deployed email campaigns will enhance your overall marketing efforts.

By implementing each of the aforementioned layers, you will have infinitely greater success. Contact Site Impact to see how we can help you better capitalize on your customers’ journeys.