Introduction: Cross Channel Campaign Management

In our increasingly digital world, customers are engaging with brands across a growing number of channels. They’ve become channel agnostic and don’t view their brand interactions across channel lines. 73% of shoppers use multiple channels, and the more channels they use when engaging with a brand, the more they spend.2 They’ll average half a dozen different channel interactions before they make a purchase, and they expect experiences across those channels to be seamless and quickly provide them with what they need on whatever digital touchpoint is most convenient, whether that’s email, in-app, SMS, on-site, in-store, or elsewhere.

As a result, the nature of customer engagement marketing has changed dramatically over the past few years. For the modern marketer, being good at email marketing is no longer enough. Instead, you need to be able to engage customers across a journey that might span websites, email & mobile apps. “Newsletters” sent at a fixed time to every customer, are producing diminishing returns. You need to instead, trigger communications based on customer behavior. Finally, it’s no longer sufficient to send the same content to every user. You must meet customer expectations with 1:1 Recommendations.

To create the seamless, connected customer experiences across channels today’s customers expect requires a new cross-channel approach, which builds customer journeys around a comprehensive view of your customers and is responsive to how customers are engaging with your brand across channels. That way, an interaction on one channel immediately impacts what that customer experiences on another. However, creating relevant, connected interactions across channels throughout the customer lifecycle is often a challenge, because legacy engagement platforms were built for single channels (like an ESP for email marketing).

Modern marketing organizations must invest in technology solutions whose vision and capabilities are aligned with today’s needs. To assist with this, we have organized the various capabilities you need to evaluate, with an extensive RFP list of questions.

In addition to browsing the sections of the RFP Guide on this website, you can download the full PDF version at