Multi-Channel Campaigns for the Biggest Shopping Week with Zoho Marketing Automation
Hello marketers,
Welcome back to another post in Marketers Space! The biggest shopping week of the year is almost here, and it’s your moment to shine without the stress. With Black Friday and Cyber Monday just around the corner, being present across email, SMS, and WhatsApp especially with your e-commerce store integrated can set you up for a strong, high-impact sales week.
Why Multi-Channel Matters During the Biggest Shopping Week
Shoppers move fast during Black Friday and Cyber Monday and they’re not always on the same platform. If they miss your offer in their inbox, they may catch it on WhatsApp. If they skip your WhatsApp message, a short, timely SMS can be the gentle nudge that gets them back. A well-coordinated multi-channel approach offers:
- One more chance to bring your audience back to your offer especially when it’s one they can’t resist.
- Visibility - Different customers prefer different touch-points.
- Higher conversions, especially during limited-time sale events.
How to Get Multi-Channel Right
- Keep Your Messaging Consistent - If your first communication is a Black Friday email, don’t follow it with a Cyber Monday SMS right away. Maintain a steady, uniform storyline across all channels so customers experience one cohesive promotion.
- Segment Based on Activity - Using Zoho Marketing Automation’s engagement data, you can quickly identify who opens emails, who engages on WhatsApp, or who responds better to SMS. Build these segments to tailor future campaigns more effectively.
- Don’t Overdo It - Multi-channel doesn’t mean sending blasts on every platform. A good rule is one message per channel. Too many messages everywhere can irritate your audience and cause them to unsubscribe or block your messages and no marketer wants that.
A Simple Multi-Channel Journey for Black Friday
Let’s start with a clean, practical example of how you can use ZMA to run a smooth campaign across email, WhatsApp, and SMS.
1. Design a sale-focused email using the Predesigned templates under Deals and Offers. Include clear visuals and a link to shop or view products.
2. Create a Journey Using the Email Action Component and choose the Black Friday campaign as the entry action. Add a branch for contacts who clicked any link they’ve shown intent.
3. For those who clicked, send a WhatsApp campaign offering a special Black Friday discount. Add a button to drive them back to your site.
4. For contacts who open the WhatsApp message but don’t click the button, create a “Read” branch.
5. Send a short SMS with a coupon code and an optional shortened purchase link. This gives them a quick, friction-free way to take action.
Note: Spread these messages out with wait times to avoid overwhelming your customers while still staying relevant.
Just like that, you’ve covered three channels email for awareness, WhatsApp for high-intent nudges, and SMS for final-step conversions.
Taking It Further With eCommerce Integration
Once your store is connected to ZMA, multi-channel marketing becomes even more powerful.
1. Start your Journey with the Abandoned Cart trigger.
2. Add an Email Action component next and select the eCommerce campaign type.
3. Inside the template gallery, choose an abandoned cart template.
4. In the template editor, you’ll see exclusive elements available only with a store integration. Add a Coupon element, pick a coupon from your store, customize the description, and update the button text.
5. Insert a Check Email Activity process component. Choose “Not clicked on any link” as the branch.
6. Follow this branch with a short SMS that creates urgency.
Add delays between steps so customers are reminded, not overwhelmed, while giving them space to complete the purchase.
This Journey keeps your cart reminders running automatically across multiple channels helping you recover sales without manual effort.
See you in the next post. Until then, happy campaigning!
Regards,
Pearlin Nitika
User Education Team
Zoho Marketing Automation
Topic Participants
Pearlin Nitika S
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