Maîtriser le marketing multi-canal avec Tajo et Brevo

In today’s fragmented digital landscape, customers interact with brands across multiple channels. Multi-channel marketing ensures you meet customers where they are with consistent, personalized messaging that drives engagement and conversions.

The Multi-Channel Advantage

Multi-channel marketing provides several key benefits:

• Increased reach and visibility
• Higher engagement rates
• Better customer experience
• Improved conversion rates
• Enhanced brand consistency

Key Channels for Customer Engagement

Email Marketing

Email remains one of the most effective channels for customer communication:

• High ROI (average $42 for every $1 spent)
• Perfect for detailed content and promotions
• Strong analytics and tracking capabilities
• Easy to personalize and segment

SMS Marketing

SMS offers unparalleled open rates and immediacy:

• 98% open rate (compared to 20% for email)
• Messages typically read within 3 minutes
• Ideal for time-sensitive offers
• Perfect for appointment reminders and order updates

WhatsApp Marketing

WhatsApp combines the best of both worlds:

• Rich media support (images, videos, documents)
• Two-way conversation capability
• High engagement rates
• Popular in many international markets

Creating a Multi-Channel Strategy

1. Understand Your Audience

Analyze which channels your customers prefer and when they’re most active. Use Tajo’s analytics to identify patterns and preferences.

2. Map the Customer Journey

Identify key touchpoints where different channels are most effective:

• Awareness: Email, social media
• Consideration: Email, SMS, WhatsApp
• Purchase: Email, SMS
• Retention: All channels
• Advocacy: Email, WhatsApp

3. Develop Channel-Specific Content

While your core message should be consistent, adapt content for each channel:

• Email: Detailed, rich content with images
• SMS: Brief, urgent messages with clear CTAs
• WhatsApp: Conversational, interactive content

4. Coordinate Timing

Ensure channels complement rather than compete with each other. Use Tajo’s automation to orchestrate campaigns across channels with appropriate timing and frequency.

Implementing Multi-Channel Campaigns with Tajo

Campaign Setup

1. Define your campaign goal
2. Select target audience segments
3. Create content for each channel
4. Set up automation rules
5. Configure frequency caps
6. Test thoroughly before launch

Automation Workflows

Create sophisticated workflows that adapt based on customer behavior:

Customer abandons cart
↓
Send email reminder (1 hour later)
↓
If no response: Send SMS (24 hours later)
↓
If no response: Send WhatsApp message (48 hours later)
↓
If no response: Re-target with different offer

Personalization

Use customer data to personalize across all channels:

• Name and personal details
• Purchase history
• Browsing behavior
• Location and timezone
• Channel preferences

Measuring Multi-Channel Success

Track these metrics for each channel:

• Delivery rate
• Open rate
• Click-through rate
• Conversion rate
• ROI

Also monitor cross-channel metrics:

• Customer journey completion rate
• Multi-touch attribution
• Channel contribution to conversions
• Overall campaign ROI

Best Practices

1. Maintain consistency - Keep branding and core messaging aligned across channels
2. Respect preferences - Allow customers to choose their preferred channels
3. Avoid over-messaging - Set frequency caps to prevent fatigue
4. Test and optimize - Continuously A/B test messaging, timing, and offers
5. Integrate data - Use unified customer profiles to inform strategy

Advanced Tactics

Progressive Profiling

Gradually collect customer information across interactions to build richer profiles without overwhelming customers with long forms.

Behavioral Triggers

Set up triggers that respond to specific customer actions:

• Browse abandonment
• Cart abandonment
• Post-purchase feedback requests
• Milestone celebrations
• Inactivity alerts

Channel Preference Learning

Use machine learning to identify which channels work best for each customer and automatically optimize channel selection.

Conclusion

Multi-channel marketing is no longer optional—it’s essential for modern customer engagement. With Tajo and Brevo, you have the tools to create sophisticated, coordinated campaigns that deliver consistent experiences across all channels and drive real business results.