Nurture customers on their preferred channels; Be it email, SMS, or WhatsApp

In the middle of all the noise online, what is omnichannel marketing is really just a fancy way of asking: are we showing up where our customers already are? It’s less about theory and more about being present in the places they naturally use every day - sometimes that’s a well-written email with context, other times it’s a short SMS with the essentials, and often it’s a quick WhatsApp exchange that feels like a normal chat. When those touchpoints feel connected instead of random or repetitive, people start to feel like the brand “gets” them, and that usually translates into stronger loyalty over time. At the heart of it, this approach accepts that everyone has their own communication style and gives them the freedom to pick how they want to engage with us.

Most of us, without even thinking about it, already have a pecking order for notifications - some we read immediately, others we swipe away or mute - and customers apply that same logic when deciding which brand messages deserve their attention.

Twilio's latest numbers show more than 80% of folks would rather message a company than pick up the phone for support. Wild, isn't it? Still, tons of companies stick with those old-school email dumps or endless hold music.

Point is, nurturing means paying attention to what they actually want.

Miss the mark, and you blend right into the background chatter.

Breaking Down the Big Three: Email, SMS, WhatsApp

When teams talk about their main nurturing channels, they usually end up circling around the same trio: email, SMS, and WhatsApp. Each one plays a different role in the mix, with its own strengths, limits, and best-use moments for keeping relationships warm instead of just pushing out generic campaigns.

(Data pulled from industry averages like those from Mailchimp and Meta reports - kind of eye-opening, huh?)

Email's your reliable workhorse. Great for storytelling. SMS hits like a lightning bolt - perfect for flash sales. WhatsApp feels personal, like texting a friend. To be fair, not every business needs all three. But ignoring any? You're passing up real opportunities.

What is multichannel marketing, anyway?

Simple: it's us reaching out across multiple channels without them talking to each other. Picture sending an email promo, then an SMS follow-up, then a WhatsApp nudge - all separate silos. It works, sure. Gets eyes on your brand. But it's clunky. Customers get bombarded, confused even. "Wait, did I already respond to this?"

Multichannel's been around forever. Think catalogs, TV ads, emails. Solid for awareness. But nurturing? It falls short because there's no seamless flow. You know the frustration - replying to an email only to get a disjointed SMS next. Anyway, it's a start. Just not the endgame.

Level Up with Omnichannel: The Seamless Shift

Now, benefits of omnichannel marketing? Game-changer. It's multichannel on steroids - channels that sync. Start in email? Pick up in WhatsApp without repeating yourself. Customer switches from SMS to app chat? History follows. Result? Personalization that feels magical.

Take Zappos. They nailed this: a half-read email leads to a WhatsApp summary, pulling in your past chats. Engagement jumps 30-50%, per Gartner stats. Loyalty builds because it respects their flow. No more "who is this?" moments.

Here's a quick framework to get started:

1. Audit preferences: Survey customers. "Email, SMS, or WhatsApp?"

2. Link up your tech: Platforms like Twilio or Intercom handle the cross-channel magic.

3. Tag interactions: Track every touchpoint in one CRM.

4. Automate smartly: Trigger WhatsApp if email opens flop.

5. Measure and tweak: A/B test. What converts?

Kind of makes you think - why isn't everyone doing this already?

Power Up with Email and SMS campaigns

Email and SMS campaigns are nurture gold. Email builds the long game: welcome series, tips, case studies. Open rates hover around 25%, but clicks? That's where personalization shines. Segment by behavior - abandoned carts get a gentle nudge.

SMS? It's fast. Really fast. 98% open rates mean your "Your order ships tomorrow!" lands instantly. Pair them: email for depth, SMS for reminders. One study from Klaviyo showed combo campaigns boosting revenue 20%.

But don't spam. Opt-ins are key. And timing - SMS at 10 AM, email evenings. Pro tip: use SMS for urgency, email for value-adds.

WhatsApp: The Personal Touch Customers Crave

WhatsApp's no longer just personal chats. Businesses are all over it. With 2 billion users, it's nurture heaven - rich media, voice notes, quick polls. Why don't more businesses use WhatsApp to provide quicker support? Regulations and setup, mostly.

Nurture flows here: post-purchase check-ins ("How's the fit? Photo?"), upsell chats, loyalty perks. Meta's Business API makes it scalable. In India, where we're based, it's huge - 90% penetration. Stats? WhatsApp drives 40% higher response rates than email, per Business of Apps.

Challenge: Keep it conversational. No salesy blasts. Respond in minutes.

Mixing It Up: What is mixed campaigns marketing?

It's that sweet spot - blending channels fluidly within one campaign. Not fully omnichannel (no deep sync), but smarter than multichannel blasts. Launch with email storytelling, follow with SMS urgency, close via WhatsApp demo.

Example: E-commerce flash sale. Email teases ("Sneak peek!"). SMS reminds ("24 hrs left - tap here."). WhatsApp seals ("Personal discount code?"). Conversion? Often 2x higher.

Benefits of omnichannel marketing shine here too - context carries over. Modern marketing platforms can orchestrate this kind of flow without us having to juggle everything manually.

SMS vs WhatsApp Integration: Quick Showdown

SMS or WhatsApp? Depends. Here's a no-BS comparison for nurturing:

• SMS: Universal reach. No app needed. But plain text only. Costs ~$0.01/message.

• WhatsApp: Richer (images, buttons). Free after setup. End-to-end encrypted. But needs download/opt-in.

SMS wins for broad alerts. WhatsApp for relationships. Mix 'em.

Actionable Tips to Nurture Like Pros

Ready to roll? Here are battle-tested tips:

• Personalize ruthlessly: Use names, past buys. "Hey Priya, loved that blue top?"

• Time it right: Think about daily patterns - short SMS nudges during the day, WhatsApp in the early evening, and emails when people have a bit more headspace.

• Add value first: Tips before sells. Builds trust.

• Test opt-outs: Easy unsubscribe = more opens long-term.

• Track everything: Use UTM links. See what works.

If all of this feels like a lot to bite off, start with one simple use case - like welcoming new customers - and test how layering two or three channels changes engagement.

Real Talk: Challenges and How to Crush Them

It's not all smooth. Compliance - GDPR, TCPA - looms large. SMS needs consent; WhatsApp too. Tech stacks? Pricey at first. And staff training: chats feel casual, but scale 'em wrong and it's chaos.

Solution? Low-code platforms. Salesforce cloud or MessageBird plug right in. Track the payoff: lifetime value climbs 25%, churn drops 15% (Forrester numbers).

Small teams? Dip in free: WhatsApp Business app plus simple SMS tools.

Wrapping It Up: Your Customers Are Waiting

Nurturing on preferred channels - email, SMS, WhatsApp - isn't a nice-to-have. Nail omnichannel, and we're not just pushing products; we're creating real fans.

You know, in a world of noise, being where they want you? That's the real edge. What's your first move?