On each scenario, the additional channel generated an incremental number of conversions, both online and offline. This study helped Numberly understand the origin of these additional conversions and highlighted the role of omnichannel activatio.
To each audience their channel
The incremental impact of SMS is improved when focused on individuals who are not reactive to emails anymore (42% of incremental conversions).
On the other hand, this channel doesn’t generate an incremental impact on the conversion rate of individuals who are already reactive and engaged in the emailing channel.
These results highlight that channels are complementary and show the importance of using several points of contact to reestablish interaction with numerous customers.
The role of the device
The study also facilitated the understanding of the interactions between the emailing campaign and the programmatic display campaign during the operation period.
Thanks to data onboarding, the programmatic activation of the target enabled Numberly to multiply the reach of the campaign by 2.6 times.
The other main interest of programmatic is its ability to expose a customer who has already opened an email of the campaign. Of these customers, which were already particularly engaged with the brand, there was an incremental conversion rate of 14%.
These results demonstrate the benefits of activating programmatic display for parallel emailing campaigns and enhance the understanding of the origin of incremental value
They bring a new perspective that can be used to help determine an optimal channel combination during sales. It enables more decisions in targeting and allows for the prioritization of investments which generate an increased ROI.