ITERABLE
The Cross-Channel Benchmark Report
Which communication channels are marketers using today, and what results are they seeing? How are brands engaging customers throughout their buying journey? And just how truly “cross-channel” are we anyway?
In this landmark study I conducted in 2018, Iterable presented valuable insights about the strategy, cadence, and channel usage of pivotal campaigns across the customer lifecycle:
Welcome and onboarding
Promotions
Cart and browse abandonment
Re-engagement
Loyalty
Get all the insights
Key Takeaways
No, it’s not dead
Email is still the most popular of all marketing channels, with 80% of survey respondents leveraging it in their promotional campaigns. In-app notifications came in a distant second place at 25%.
2. Breaking up is not hard to do
54% of respondents will wait up to three months before sunsetting or removing disengaged subscribers. (This is a terrible, aggressive strategy: read the report to learn why.)
3. Bring back the win-back
Despite the importance of increasing customer lifetime value, only 37% of marketers have a dedicated loyalty campaign to convert more customers into VIPs.