How Frontier Communications and GoodRX Optimized Omnichannel Marketing

Why is Omnichannel Marketing Critical to a Customer-Centric Experience?

Gone are the days of only reaching customers through email. With the rise of mobile devices—and countless sub-channels within that, such as push, in-app, RCS, WhatsApp, and more—marketers have the opportunity to create a consistent, personalized experience where every touchpoint ties back to the same conversation between the brand and the customer.

The Three C’s of Omnichannel Marketing

It’s no surprise that customization is the first key step in omnichannel success. In the same way that personalization has proven its benefits for email, the same can be said for other channels. To create that custom feel, marketers need to be ready to stream data from multiple sources. Whether it’s your data lake, CRM, or CDP, all of your key data sources should be integrated directly into your workflow to ensure that personalized sends are still quick-to-market.

The second step is consistency. Omnichannel marketing aims to create an unbroken conversation between the brand and the customer, so aligning all of your communications across channels will be key in creating that seamless customer experience. For example, if a customer clicks on an item in their mobile inbox, they should be routed to a specific landing page within the app—not the generic homepage. Mitigating this type of friction can make or break a purchase. 

The last step is connection. Every channel should be accessible to customers at all times, but not every channel should be used by the brand 24/7. Think of a customer that’s put together a wishlist from an email product grid and ends up buying one item. A follow-up email may not be the marketer’s most strategic move. Instead, the brand can leverage their app to display a discount or a curated product carousel based on those wishlist items—even if the customer doesn’t open the app until days after the initial purchase. 

Reaching the Mobile Frontier

With those three steps in mind, let’s dive into how leading brands are taking the omnichannel path to success. Frontier Communications not only hits all three steps—they enjoy major efficiency gains at the same time.

They reused dynamic modules from their email program to launch campaigns at lightning speed. All it took was a few quick tweaks, and they were ready to launch an engaging data visualization chart via rich push. After all, when a tactic works for email, why not maximize its value by redeploying it to another channel?

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• Customization: Every data visualization chart reflects the customer’s individual internet status.
• Consistency: The customer’s status is accurate across email and mobile, ensuring they receive the right information at every touchpoint.
• Connection: The push notification links to the upsell page directly with the “learn more” CTA

A Year in Savings at Customers’ Fingertips

One campaign so beloved it deserves a spot on every channel? The year-in-review. It’s the perfect way to drive home the value customers gained over the past year. But because mobile notifications don’t offer the same scroll-friendly experience as email, marketers need to adapt their approach. Luckily, as GoodRX shows, the right tools make it easy.

By leaning on their tech stack, they were able to spotlight the most compelling personalized stat for each customer in their push and in-app messages, expertly reusing existing email content for the mobile channel. Once customers tapped in, they could view all their stats. The result of this mobile-first approach was an impressive 80% increase in click rate.

• Customization: The year-in-review featured multiple personalized data points, and modules collapsed if a customer didn’t complete one of the included actions.  
• Consistency: The information, branding, and imagery were all unified across channels, ensuring seamless brand experience at every touchpoint.
• Connection: Whether it was the shortened mobile version or the full year-in-review, each version of the campaign routed the customer to the same upsell opportunity.

Optimize for Omnichannel

As Frontier Communications and GoodRX prove, creating an omnichannel experience that’s customized, consistent, and connected is the key to  streamlined campaigns that customers want to click into.

Looking for your own omnichannel kick-start? Discover our Studio platform and explore our mobile resources below.