Zeta Proudly Announces New Chief Revenue Officers, Jed Hartman and Kelly Kennedy >>

3 Approaches to Omnichannel Every Marketer Should Know

Many brands struggle to acquire new customers, but do you know why?—It’s because they’re taking a disjointed, cross channel approach to acquisition.

Many brands struggle to acquire and retain new customers. But do you know why? It’s because they’re taking a disjointed, cross channel approach to acquisition. In other words, they’re relying on siloed or incomplete data to obtain siloed or incomplete insights that make it impossible to optimize their engagement and acquisition in a meaningful way. If you’re looking to avoid issues related to engagement and acquisition, you need to incorporate one of the following three approaches to omnichannel.

Done properly, these three approaches to omnichannel will make it possible for you to find the right customers in the right channel and at the right time—the moment of consideration. And if you can do that, you’ll help your brand bolster engagement, acquisition, and retention.

#1 – Pure omnichannel acquisition

It costs more than money to acquire customers—it costs time, energy, and talent. 

The cumulative cost of acquisition is especially high (sometimes as much as 10X higher) when it’s compared to the total cost of customer retention. 

This disparity is why smart, successful companies that are built to endure for decades make customer retention their primary focus and customer acquisition their secondary focus. The leaders of these businesses know it’s better to keep existing customers loyal while capturing a few new customers here and there, than it is to offset a high churn rate by capturing new customers by the boatload. 

This virtuous customer cycle is the goal of every company.

Using omnichannel to reduce customer acquisition costs

Even though retention should usurp acquisition in the way of importance, customer acquisition will always be a primary objective for any marketing executive. Therefore, keeping the cost of acquisition as low as possible is critical.

To that end, marketers and the brands they work for must know how to use omnichannel as a tool for lowering customer acquisition costs. Omnichannel makes it possible to maximize prospect data across channels to take advantage of every touchpoint along the customer journey.

Keys to successful omnichannel acquisition process


You need a good data

Any information you have on prospects (be it known or unknown data) should be enriched and used to engage in AI-modeling. To be successful in terms of obtaining actionable insights about individual customers requires a strong ability to identify individual prospects and their behavior through deterministic attribution.

You need good data strategies

To thrive with omnichannel acquisition, you not only need high-quality data, but you need intelligent strategies for using that data. Effective strategies can be built using a number of approaches including geo-fencing, lookalike modeling, and the building of intender audiences.

You need to activate in the right channels

Everything starts with your company’s website—if this isn’t buttoned up, your omnichannel acquisition process will never, ever take flight. That means you can’t have any breaks in your on-site conversion path, and—if you do— you must be able to re-engage prospects during their onsite visit to complete their conversion.

After your site, you must focus on activating and engaging through email. Email is personal, it performs, and it will deliver the best acquisition ROI for your brand. Yes, it might be lacking in reach (unless you have access to permissioned, third-party audience), but what it doesn’t offer in breadth it more than makes up for in efficiency.

Finally, you need a substantial social and programmatic presence.

#2 – Use email to improve direct mail acquisition

For marketers and brands that make use of direct mail for customer acquisition, email is a channel that can’t be ignored. Why?—Because no channel supports and amplifies the impact of direct mail like email.   

On its own, direct mail comes with costly limitations in that it’s both expensive to implement and slow to drive results.

The weakness of direct mail marketing on its own

The power of email PLUS direct mail

Email-based customer acquisition enables marketers to achieve…

The power of direct mail working with email for as an omnichannel strategy

Building a unified email and direct mail strategy

Used to complement each other, email and direct mail possess a multiplier effect that makes it easier for marketers to do big things when it comes to acquisition. But what does a unified strategy actually look like? In most circumstances, the strategy will feature a few components:

  • Email lists
  • Direct mailing list
  • Analytics derived from incremental reporting
  • Intelligent testing models to understand live channel performance

To build this strategy, you must create one, unified mailing list that incorporates both a prospects physical address as well as their email address. Without this unified list, there’s no way of guaranteeing prospects receive the right messaging in both channels. You must also ensure there’s continuity of offers across both direct mail and email—any variation in promotion, design aesthetic, or copy can undermine the likelihood of a conversion.

#3 – Re-engage and cross sell

Acquisition cost doesn’t need to be a sunk cost. You can reduce the cost of acquisition over time by maximizing the lifetime value of each customer acquired.  So, how do you maximize that lifetime value?—By re-engaging and cross selling customers. 

Inactive versus active customers

To succeed with re-engagement and cross selling, it’s important to make the distinction between an active and inactive customer. In other words, you need to create a clear criteria for each classification of customer. Doing so will make it easier to develop and deploy different strategies that cater to each audience. With active customers, those strategies will center around light engagement across carefully selected channels. With inactive customers, those strategies will incorporate heavier engagement that’s targeted at specific types of individuals (e.g. one-time shoppers) using particular channels. 

What does it take to create a winning re-engagement strategy?

First and foremost, you need rock-solid customer data. 

Great data is how you can identify:

  • Offline behavior
  • Customer transaction history
  • One-time customers from repeat customers
  • Customers with high lifetime value versus those with low lifetime value

Once you’ve collected and collated your data, you’ll need to enrich it with additional signals—geographic signals, behavioral signals, etc.

No matter which of the 3 approaches to omnichannel you take…

Here’s what you and your brand will need need to succeed.

You need centralized customer data management

Centralized data management will allow you to leverage the existing information you have on customers to find new shoppers with efficiency.

You need an easy, painless implementation process

If you don’t have a customer data management solution already, you need to acquire one. Make sure it comes with an easy, painless implementation process. Something you can get up and running quickly so you can isolate and scale high-performing combos.

You need access to new data inputs

By constantly refreshing your existing customer data with new inputs and signals, you’ll be more successful in finding, engaging, and acquiring new customers.

You need AI

Artificial intelligence is the only effective way for your brand to model and enrich its existing customers data.

You need real-time reach

It’s not enough to simply “reach out” to prospective buyers on your terms. You need to be able to use real-time signals to connect with new customers on their terms. In moments and through the channels that they want to utilize for engagement.

You need deterministic measurement

The only way to accurately and effectively track your progress improving acquisition through omnichannel strategies is with deterministic measurement.

You need to understand the customer journey

Understanding the path people take—the channels people engage with your brand and the sequence in which they travel through those channels. In many cases, getting a clear picture of this journey for individual customers will require an exceptional CDP.

Looking to learn more about omnichannel?

To learn more about any of the approaches to omnichannel discussed in this blog, or how your brand can better deploy omnichannel strategies to acquire and retain new customers, talk to Zeta.

3 Strategies to Improve Engagement With Your Email Audience

Improving engagement is a common goal for many marketers. Why?—Because an engaged audience is more likely to cultivate brand advocacy, broaden market awareness, and drive an uptick in sales. So, with that being said, here are 3 email marketing strategies to improve engagement with your audience. 

Strategy #1: Create an exit survey

Unsubscribers don’t have to be an unfortunate occurrence. You can take this as a learning opportunity to discover why they left your email list. Adding an exit survey and finding out why a person unsubscribed can help you alter your email campaigns.

What is an exit survey?

When a person hits “unsubscribe,” in your email, they will be sent to a confirmation page that will include the exit survey.

An exit survey will usually ask why they unsubscribed and has a list of options the person can choose from. Possible reasons why someone unsubscribed includes:

  • They don’t remember signing up for the email list
  • Emails are too frequent
  • Emails are not relevant

Why does it improve engagement with your audience?

The survey can show you the problems that you may be having with your email marketing strategy. For example, maybe a large portion of unsubscribers say they don’t remember signing up for the email list. Assuming you didn’t illegally obtain email addresses, you can infer a few reasons why they don’t know your brand. 

Maybe you haven’t emailed them in a while, and they forgot you existed. Perhaps you don’t have a welcome sequence that made your brand memorable. The data from an exit survey is invaluable in improving your email list.

Email Marketing Strategy #2: Use responsive design

42% of all emails are opened on mobile or tablet devices. Does your email look clean and readable on those devices? 

What is responsive design?

Responsive design is ensuring that your emails look good on all devices. If a person looks at your email on an iPhone, it should look just as lovely on a PC.

You are most likely using a desktop to create your emails, and you might end up skipping checking out the mobile view before sending. If it looks good on a desktop, it must look good on mobile, right?

Not always. Sometimes the text is too small or too large, images are cropped, and other design mishaps can occur. Make sure to look at the preview image beforehand.

Why does it improve engagement with your audience?

Any smart marketer knows that a customer’s experience can make or break your brand. Poor design can lead the reader to be confused or annoyed. 

Ensure that your emails have a responsive design, so you can give a reader a better experience and make them more likely to read your email.

Email Marketing Strategy #3: Share value

Email marketing isn’t only for selling. Readers hate that. A string of promotional emails doesn’t build brand trust.

Your email marketing strategy needs to build a community. You make a community by creating valuable content. 

What is valuable content?

Depending on your industry and why people signed-up for your email list, people will want different content. Generally speaking, here is what people look for when creating content:

  • Inspirational content
  • Educational content
  • Entertainment
  • Rewards (for example: coupons)

Valuable content isn’t necessarily always promotional. You can share other content marketing pieces like a podcast episode or an educational video, but your audience may not be ready to hear about your paid products just yet.

Why does it improve engagement with your audience?

If someone joined your email list because they signed up for a webinar about how to start a blog, you may want to consider sending them educational content on blogging. You may even share inspirational content, like a case study, from people that started successful blogs.

The point is to send relevant content that is valuable to the readers’ interest. This tactic will keep them engaged and looking forward to your next email.

By the time you send an email selling a product, your audience will know, like, and trust you. These factors will increase your chances of making more sales or conversions since your audience is already nurtured.

Wrap Up

Using email to improve engagement with your audience will lead to a nurtured audience that is ready to receive any content you send at them. When you know your audience, segment them into personalized groups, and ensure that they have a great experience with your emails, you will have better metrics and an engaged audience.

How Website Personalization Improves Your Brand

Searching for the opportunity for personalization

How your website looks, how it navigates, and how it makes people feel can determine whether or not a digital visitor becomes a paying customer. Therefore, website personalization is an indispensable part of a complete omnichannel marketing strategy.

Leveraging website personalization to create the optimal customer experience

For the consumer, your site must be a source of stability; each visit shouldn’t be a reinvention of the wheel. Whether visitors arrive via organic, paid, or referral-based channels—whether those visitors are at the very top or the very bottom of your funnel—your site needs to deliver continuity in its experience.

Website personalization ensures consistency across all touchpoints for both known and unknown visitors, and it gives brands the ability to engage in 1:1 interactions with visitors across the buyer’s journey. But, more importantly, personalization allows marketers to maximize the impact of their paid and owned media efforts. (In other words, any media effort that isn’t paired with a personalized site should be considered incomplete.)

Consider this…

What kind of results will your brand see from website personalization?

Increased customer acquisition and conversion

HubSpot found personalized calls-to-action outperformed non-personalized CTAs by +200%.

customer acquisition

ABOVE: What a visitor sees on their very first arrival to the HubSpot homepage (During our first visit, we researched “CMS software”).

BELOW: On our next visit to the HubSpot homepage, we were exposed to personalized homepage creative related to CMS software due to our behavior during the previous visit.

personalized homepage

Decreased cart abandonment

In an industry that sees an 82% cart abandonment rate, travel brands like Orbitz are using site personalization to increase their bookings by as much as 130%.

personalized recommendations

ABOVE: Homepage travel recommendation to an unknown visitor upon first arrival to Orbitz.com.

BELOW: Homepage travel recommendation to an unknown visitor after they’ve added a beach-resort booking to their cart.

travel recommendation

Auxiliary sales

Amazon uses personalized suggestions (e.g. “customers who bought this item also bought these items”) to increase auxiliary purchases by 44%.

auxiliary sales

ABOVE: A consumer product we researched on Amazon.

BELOW: On the same page, Amazon displays a personalized list of similar consumer products they believe we’ll be interested in based on our previous behavior.

personalized product recommendations

Higher growth

Walmart used personalization to increase unique traffic to their site by 55% and sales by billions.

site personalization

ABOVE: The Walmart homepage during our first visit to the website.

BELOW: Recommended products on the Walmart homepage during our first visit to the website (during this first visit, we searched for—and added—baby clothes to our shopping cart).

Recommended products


online shopping

BELOW: The Walmart homepage during our next visit to the website, featuring recommended products related to our previous shopping behavior.

personalized homepage

recommended products

Improved brand loyalty

In most businesses, 15% of customers account for 55% of sales which means maximizing loyalty is essential. One of the best ways to establish loyalty is through personalized promotions that cater to first-time site visitors.

brand loyalty promotion

ABOVE: To encourage brand loyalty, Everlane offers a pop-up promotion to first-time website visitors.

BELOW: On subsequent visits to Everlane’s website, the pop-up is no longer shown. However, because we have yet to make a purchase, the site still delivers a personalized, unobtrusive reminder of the promotion via the slender black banner at the top of the screen.

personalized reminder of promotion

How to do website personalization the right way

If site personalization is something you’re ready to consider for your business, know that there’s a right way and a wrong way to do it. To properly personalize your website, you first need to obtain a 360-degree view of the visitor through…


Most people want a custom experience when they visit a website, but they also don’t want to self-identify. In fact, 98% of website visitors don’t identify themselves. Taking this into consideration, how can you hope to personalize your brand’s site? You can do it by aggregating that visitor’s previous online behavior (sites visited, shopping preferences, intent signals, etc.). Compiling that information takes a partner with a strong identity graph to match the unknown visitor to a known profile (or known audience) to make informed targeting decisions.

First-party data enrichment

Augmenting your customer data with first-party data enrichment (combined with ID resolution services) will vastly improve the range and depth of your site personalization. Moreover, first-party data enrichment allows for more effective omnichannel deployment. By offering a more complete understanding of the visitor, first-party data enrichment ensures the same decision logic is deployed in all channels (email, programmatic, push, etc.).

Once you have that 360-degree view, you can start deploying site personalization features like…

Artificial intelligence

Artificial intelligence should be deployed to drive product and content recommendations on the dynamic modules of your site. Not only does AI automate the process of populating dynamic modules at scale, but it curates the modules shown to the visitor with unparalleled precision. This, in turn, optimizes website efficiency, and powers a continuous feedback loop that makes it easier to meet (and exceed) marketing goals.

Website personalization

Impactful, customized overlays that help create a personalized, customer experience based on a visitor’s behavior, history, and engagement with your site. Website personalization can generate a number of positive outcomes, including:

  • Improved customer acquisition
  • Increased email signups
  • Lower cart abandonment
  • Greater interest in brand-loyalty programs
  • Extra attention for critical announcements or promotions

On-site recommendations

On-site recommendations are an ideal means of putting curated, highly relevant, and personalized content in front of your site visitors. Using powerful AI and a centralized real-time personalization engine, you can seamlessly guide a customer using tailored messaging throughout their journey, all the way from paid media to your most important ‘owned’ channel (your site).

If you don’t stop at the inbox, you shouldn’t stop at your website

Website personalization is but one of many touchpoints along the customer journey. For your brand to achieve optimal success, it’s imperative you personalize the experience across all the channels your customers live on. The brands that do this see an average 19% lift in conversions.

To learn more about the importance of site personalization, please contact Zeta here.

Zeta Launches Enhanced Marketing Analytics and Insights Solution as Brands Search for Growth Opportunities in Post-COVID Economy

Opportunity Explorer(SM) will provide marketers with the industry’s most comprehensive database of market and consumer insights to boost outcomes across all verticals

NEW YORKJune 24, 2020 — Zeta Global, a data-driven marketing technology company that leverages unique data and artificial intelligence to help companies acquire, grow and retain customers, today announced the launch of Opportunity Explorer(SM), a real-time market and consumer data analytics and insights solution. Designed to help marketers identify, segment and act upon growth opportunities for their businesses, Opportunity Explorer(SM) ingests demographic, behavioral and location signals from Zeta’s proprietary data set of 2.4 billion identities globally, synthesizes the information in real time and creates a customizable, interactive display of actionable insights.

Opportunity Explorer(SM) comes to market as the COVID-19 pandemic accelerates the shift from traditional to digital marketing models and reinforces the need for solutions with measurable outcomes. Within this new, post-COVID environment, navigating real-time market conditions and rapidly changing consumer preferences has become critical to a marketer’s ability to breakthrough and connect with customers and prospects. With Opportunity Explorer(SM), marketers can understand more about consumer attitudes and behaviors to develop more personalized experiences that lead to better business outcomes.

“The COVID-19 era has accelerated consumer affinities for digital-first experiences. To be exceptional, brands need to respond with more precision and speed than ever before,” said Neej Gore, President of the Data Cloud, a division of Zeta. “By leveraging Zeta’s industry-leading data asset, the Opportunity Explorer enables marketers to better understand macro-level market insights and nuanced consumer trends, equipping them to rapidly move from insight to action and deliver strong returns on their digital investments.”

Opportunity Explorer(SM) provides marketers with two customizable views – Market Insights and Consumer Insights – to support all aspects of the customer journey, from acquisition through retention.

Market Insights provides a holistic view of macro-level industry insights, trending interests and consumption patterns across products and competitors. This includes Zeta’s proprietary MarketPulse™ dashboard, which enables marketers to access real-time industry-level data and anlalytics that predict consumer sentiment and propensity to spend across all verticals and designated market areas (DMAs). Consumer Insights allows marketers to pinpoint the precise time and format for ad spend to drive more engagement – with customers or prospects – by using custom-built insights that help create effective personalized experiences (by message, channel or time).

Zeta Co-Founder, Chairman and CEO, David A. Steinberg, added, “As the economy re-opens, marketers must keep in mind that there has been a tectonic shift in consumer attitudes and behaviors, and our data-driven insights will enable them to make the right investments to emerge stronger. Opportunity Explorer extends and enhances Zeta’s strategic focus on providing marketers with more sophisticated data and artificial intelligence tools, alongside an omnichannel marketing platform across all industry sectors, including financial services, travel and hospitality, telecom, automotive, insurance and more.”

The release of the Opportunity Explorer(SM) comes on the heels of Zeta’s recent recognition as a Leader in the Forrester Wave™ Email Marketing Service Providers, Q2 2020. Over the past year, the Company has focused on innovation and scaling capabilities within the Zeta Marketing Platform, including: the enrichment of behavioral, transactional and location data assets (2.4 billion identities, of which 750 million are deterministic); results-driven AI (690+ intender audiences); integrated demand-side platform (DSP); customer data-platform (CDP); omnichannel orchestration, site personalization and deterministic measurement.

Zeta was also recognized in The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2019 and Now Tech: Cross-Channel Campaign Management, Q2 2019.

About Us
Zeta Global is a data-powered marketing technology company that combines one of the industry’s largest consumer data sets (2.4B+ identities, of which 750M+ are deterministic) with results-driven artificial intelligence to unlock consumer intent, personalize experiences and power business growth for Fortune 1000 companies, such as GM, Wyndham, Sprint and Progressive. Zeta has been recognized as a Leader in the Forrester Wave™ and competes with marketing cloud offerings from Oracle, SAP, Salesforce and Adobe as well as programmatic platforms including The Trade Desk. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.

Data Talks Part 4: The All-Important Battle for Data Control

By watching Zeta Global’s Data Talks series, you’ll learn why the marketing and advertising industries are preparing to merge into one, unified industry, and how you can better prepare your organization for the post-digital future. Tune in to watch Forrester’s VP Principal Analyst Joe Stanhope talk with Zeta’s CTO Christian Monberg discuss!

What makes data control so important
In The Know

Get Fresh Marketing Insights Delivered Right To Your Inbox.