Multi-channel marketing in 2023

Multi-channel (or omni channel) marketing is no longer just limited to the traditional channels of above the line and below the line media.  Channels such as SMS, email, short form video, social media and influencer partnerships now sit alongside more traditional media such as TV and radio. 

Just 10 years ago, multi-channel was the buzz word of the marketing industry – and posed a real challenge for marketers to split ever-decreasing budgets into even more pools to create more leads.

With Zipform Digital sending millions of emails, SMS’s and direct mail pieces on behalf of clients every month around Australia, we hold a wealth of data and insights on trends in the industry. In this article, we look at the state of play for multi-channel marketing in 2023, and just what marketers can expect to see this year.

Despite ongoing claims that “direct mail is dead” or “email marketing is no longer effective” – our data indicates that these channels are very much alive and well – and quite necessary to success. 

The evolution of marketing channels to include elements such as influencer partnerships, short form video and blogs may have left some wondering if they were putting spend in the right place with the more “traditional” channels. Adding to that, articles proliferate the internet with claims about the “sad state of emails”; there are statistics which show printed direct mail is a dead in the water (even Australia Post’s latest Annual Report reflects the decrease in sent mail) – and a proliferation of views of SMS as the “saviour” of marketing. 

It’s confusing – and slightly intimidating to the average person.  

In actual fact, the savvy marketer knows that multi-channel marketing – used properly – is a tool that helps stretch the budget further and increase customer reach. You don’t need a mini-MBA* to tell you that. It’s experience and common-sense. Research during 2022 of over 1,000 global marketers by Hubspot, indicated that 92% of marketers use more than one channel, and 81% use more than three.** 

As a trusted partner to many leading brands all around Australia, we have drawn on the insights seen at Zipform Digital over the past few years, to pull together four predictions for multi-channel marketing in 2023 – that are not at all intimidating.

Transactional emails will strengthen your marketing effort 

We send over 13 million transactional emails to customers on behalf of our clients every year. Which means we see a lot of them – believe us when we state that transactional emails such as invoices and statements are a marketing opportunity waiting to be seized, keeping in mind Better Bills Guidelines that have been introduced for energy retailers.   

As most marketers know, personalisation is key to engagement. Transactional emails are highly personalised, given they are usually invoices or bills. Including a highly personalised marketing message or sales offer outside of the standard marketing email (facing the reality of the declining open rates of marketing emails) is a key marketing opportunity in 2023.  

Less is more

Less copy, less images, less text in your SMS, less text in your DM. Simplicity (and accessibility) is key. 

Both direct mail and email design should become more considered. Average read time – especially of email and SMS– is nose diving, which means the use of dynamic content and short, compelling copy is critical to success. We are also seeing a shift towards less image-based emails, as text needs to be readable by machines for the vision-impaired.  

Copy heavy DM pieces need to start looking at email as a guide to length.  

Simplicity is key. 

SMS reaches multi-generations

People of all ages – particularly hard to reach 18–25-year-olds – are constantly on their smart phones sending and receiving messages. Although those in the 45-64 years age bracket are the fastest increasing demographic in SMS usage, it’s a win-win marketing channel for all demographics. Messages can be personalised, private and they are fast and easy to both send and receive action.  

Many B2C clients of Zipform Digital also combine SMS with direct mail and email campaigns, a true multi-channel approach. Privacy and data security is also paramount for this channel like all digital approaches – security measures can be built into an SMS, such as using a passcode built into a landing page to protect a customer’s privacy. 

Video content will help leverage your brand

Currently one of the top media formats that marketers use to leverage their strategies, video can reach new audiences and help build relationships with current customers. In the B2B space, time poor key executives are more likely to watch video~ and many sources report that the COVID-19 pandemic has increased consumption of video content. 

Video also has the power to show a brand’s personality – people are more likely to buy or engage if they can relate to a person. 

Most importantly, video is much cheaper to produce than it used to be. Even cost-effective tools such as Canva allow brands to create short videos such as product demos. The benefits and possibilities of video are endless.