Connecting Your Domain and Verifying Sender Emails
Introduction
Still relying on just one channel to reach your customers? It’s time to rethink your strategy. In today’s fast-paced, digital-first world, using just email or SMS isn’t enough to keep up with evolving customer expectations.
If you want to stand out, boost engagement, and build stronger relationships, a multichannel marketing strategy is essential. And with Zoho Marketing Automation, UK businesses can easily combine Email, WhatsApp, and SMS into a seamless and effective marketing mix.
This guide explores why each channel matters, how to use them together, and how Zoho Marketing Automation can help you get started — the smart way.
Step-by-Step Instructions:
Step 1: Define the purpose of each channel in your marketing funnel
To build an effective multichannel campaign, start by mapping out your customer journey:
- Identify the stages: Awareness, Consideration, Purchase, Onboarding, and Retention.
- Match each stage with the right channel:
- Email – great for detailed communication, newsletters, and onboarding content
- WhatsApp – ideal for real-time, interactive conversations.
- SMS – perfect for urgent updates or reminders
Tip: Create a visual funnel diagram to map the customer journey and channel touchpoints.
Step 2: Tailor your content for each channel
Each platform has its own strengths. Your content should reflect that:
- Email – Use rich visuals, longer-form content, and a professional tone.
- WhatsApp – Keep it conversational, personal, and quick.
- SMS – Be clear, concise, and direct.
Here’s a quick checklist to guide your messaging:
Align tone of voice to platform
Keep messages short and actionable
Avoid attachments in SMS and WhatsApp
Use personalisation wherever possible
Step 3: Automate your campaigns using Zoho Marketing Automation p
Automation keeps your communications consistent and timely. Use Zoho’s Journeys feature to:
- rigger messages based on user behaviour (e.g., sign-ups, downloads, purchases)
- Switch channels smoothly based on engagement
- Personalise experiences at each step
Example Use Case:
A fictional UK software company wants to promote their new collaboration tool. Here’s how they use automation to engage leads:
- Lead Generation – Users sign up for a webinar. Confirmation is sent via email. A reminder SMS is sent an hour before the session.
- Product Promotion – A free trial is offered by email. Interested users get a WhatsApp follow-up with a demo link.
- User Onboarding – Email guides, SMS alerts, and WhatsApp check-ins are used to help users get started.
Step 4: Track performance and refine your strategy
Multichannel marketing works best when it’s informed by data. Use Zoho Marketing Automation to:
- Track audience behaviour across email, SMS, and WhatsApp
- Build a unified customer profile
- Segment based on engagement, preferences, and purchase history
This level of insight lets you deliver truly personalised content — when and where your audience wants it.
Tips:
- Start small: Choose two channels to begin with and expand as you get comfortable.
- spect customer preferences: Always offer opt-in options and respect opt-outs.
- Test and learn: Run A/B tests across channels to see what works best.
- Keep it compliant: Ensure GDPR compliance across all touchpoints, especially for SMS and WhatsApp.
- Use analytics: Measure open rates, click-through rates, and conversions by channel to optimise performance.
