By definition, omnichannel communication is a customer-centric approach that integrates multiple communication channels to provide a consistent brand experience. For clients and customers who engage with a business though, the definition might be much simpler. Omnichannel communication is that feeling of seamlessness.

Imagine for a moment you are shopping for cotton swabs. In modern times, you seemingly have a near-infinite number of ways to acquire them, but over time you’ve come to prefer the experience of shopping at Target. Though from the outside it may not be apparent why that is, their adoption and excellence in delivering on the potential of omnichannel communication techniques and tactics is likely a contributing factor. They want to make it as easy as possible for you to engage with their business and ultimately make a purchase. Let’s see how they pull that off.

You’re getting ready for the day, and you realize you are out of cotton swabs. You reach for your smartphone and open the Target app. A search bar is featured prominently on the home screen, and you enter “cotton swabs” and up pop a few dozen options. Presented in a logical and engaging manner, you quickly identify the one you’d like to buy. Now comes a bit of the omnichannel magic.

You can hit a button and add the swabs to your cart, and within a few seconds, the product is on its way to you via UPS for arrival in a few days. But maybe you need the cotton swabs today. Ok. Tap another button on the same screen, and the swabs will be waiting for you at the customer service counter in under 2 hours. It’s also a great outcome for you (and Target), but maybe it’s freezing cold and you don’t want to walk from the parking lot into the store. No worries. Another button offers you the choice of having someone bring the swabs to your warm car. Or maybe you are a real do-it-yourself kind of person. On the purchase screen is a note telling you which aisle cotton swabs are located in at the store so you can run in and find them yourself and head to the checkout register (where you are also offered choices: self-checkout or a human-assisted checkout stand option).

One product, many paths to the “finish line.” Speaking technically, you get your cotton swabs and Target makes a sale. But as a consumer, your experience feels seamless and self-determined. You get what you need on your terms and timeline.

Throughout the process, Target’s message of convenience was consistent. It was the ever-present “How can we make this easier for you?” Every part of their process flowed in one direction, towards satisfying the customer’s needs, yet how they got there was varied and individualized.

By mastering this type of omnichannel communication, Target is able to deliver a consistent shopping experience that is easy and empowering to consumers because it takes into account what is most important to them. Target knows that it can ultimately meet its goals by showing up for customers first.

So how can you learn from Target and take advantage of omnichannel communications to improve the customer experience of your brand? Let’s take a look at several ways.

Personalized Messaging Across All Platforms

It’s getting harder to remember a time when banking only occurred in the branch. Snake lines and waiting times are vestiges of a different model of business.

Today, customers expect to interact with their financial institution(s) through a number of different channels. Whether it’s through online banking, mobile apps, emails, or direct mail, banking is now on their schedule more than ever, and consistency in messaging has become even more essential.

Omnichannel communication can help ensure that customers receive the same personalized experience, no matter where or how they engage. And according to a report from McKinsey, personalization leads to customer loyalty—a critical and increasingly challenging goal when considering the number of options available to consumers.

For example, a customer opening an account online can receive follow-up communications via email, mobile, or even direct mail with personalized financial product recommendations tailored to their specific needs.

By better controlling all of your customer communications, you can streamline this process and increase account openings and loan applications, among other business goals.

Enhanced Engagement and Convenience

We are in the era of immediacy, and today’s customers expect convenient communication on their terms. Omnichannel strategies help achieve this goal by enabling institutions to reach customers where they are most active. Sending communications through multiple channels, like direct mail marketing, eStatements, and printed statements, as well as via your FI’s digital platforms, increases the potential to reach your desired audience when and where they are most likely to act. This flexibility not only increases engagement but also provides customers with the convenience they crave, improving their overall satisfaction.

Streamlined Account Management

Omnichannel communications simplify the account management process. Customers can easily switch between platforms, whether they’re receiving a statement by mail, paying a bill online, or chatting with customer service through a mobile app.

And like in the Target example above, giving a customer choices on how to move forward towards a unified goal can be empowering while also enabling a business to meet its end goals.

Integration across channels also ensures that all customer interactions are logged and accessible, making it easy for both customers and service teams to resolve issues quickly. This also makes it possible for financial institutions to make decisions on how to improve processes and results based on real-life examples and data.

Improved Marketing Reach

Financial institutions can take advantage of omnichannel communications to reach both new and existing customers more effectively. With a combination of direct mail, digital marketing, and email campaigns, financial institutions can segment their audiences and send targeted offers or relevant updates.

For example, integrating direct mail with email follow-ups helps reinforce marketing messages and increases the chances of conversion. Centralizing your efforts, especially under a single printing, mailing, and digital outsourcing company, can also ease the burden on your team to help you leverage an array of marketing efforts. Curious about how to start? Consider partnering with a bank-focused digital marketing agency that has extensive experience in helping financial institutions extend their reach and grow to meet their goals.

Greater Data Insights and Personalization

An omnichannel strategy provides institutions with valuable data across all touchpoints. With detailed tracking from direct mail campaigns, digital engagement, and mobile interactions, institutions can gain insights into customer preferences and behavior. This data allows for more targeted marketing and personalized customer experiences, ensuring that the right message is delivered at the right time. With tools like Enhanced Mail Tracking, you are able to get insights on your mailing efforts just as online tracking tools allow you to analyze your digital marketing efforts.

Compliance and Security

Financial institutions must maintain strict compliance with industry regulations, especially in terms of customer communication. Omnichannel communications, supported by advanced tracking tools, allow institutions to meet these compliance requirements more efficiently. Secure delivery of sensitive documents, whether via direct mail or digital platforms, ensures that customers’ private information is protected.

Omnichannel Success Is The Sum Of Its Parts

A robust omnichannel strategy leverages an array of marketing and transactional tools and techniques to deliver a seamless customer experience. For some financial institutions, this complexity is something to build towards if the parts are not yet in place. The good news is any motion toward a goal is progress, and PrintMail is the ideal partner to support efforts in building out your current programs.

From digital marketing and direct mail marketing campaigns to innovative solutions for transactional communication channels, financial institutions trust us to deliver results-focused materials for your customers most frequent touchpoints.

Monthly mailed statements and eStatements are often overlooked in their potential to support bank branding, messaging, and marketing. PrintMail has over 30 years of experience providing best-in-class printing and mailing services, and we have the expertise to help financial institutions make the most of these assets. Integration with cutting-edge tools like USPS Informed Delivery unlocks the potential to engage account holders in new ways.

Integrate Omnichannel And Exceed Your Marketing Goals With PrintMail

With over 200 partner companies, including banks, credit unions, insurance companies, automotive lenders, utility companies, educational institutions, and mortgage servicers, PrintMail has the expertise to tackle whatever challenge your organization might be facing.

PrintMail’s longtime dedication to creating solutions for organizations like yours is what sets us apart. Contact us today to learn more about the potential of omnichannel to help you achieve your bank’s marketing goals, and be sure to follow along on our blog for more valuable articles and insights.