{"id":177360,"date":"2025-07-31T21:03:07","date_gmt":"2025-07-31T19:03:07","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&#038;p=177360"},"modified":"2026-01-19T14:38:19","modified_gmt":"2026-01-19T13:38:19","slug":"why-marketers-go-beyond-email-in-2025","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/why-marketers-go-beyond-email-in-2025","title":{"rendered":"Mastering multichannel: why smart marketers go beyond email in 2025\u00a0"},"content":{"rendered":"<p><strong>Let\u2019s be honest. Email is still the backbone of most marketing strategies, but in 2025, relying on it alone is like trying to run a relay with just one runner. It\u2019s not enough anymore, especially with all the changes in deliverability, tracking, and privacy.<\/strong><\/p>\n<p><strong><a href=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\" data-type=\"link\" data-id=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\">In the latest Activate webinar<\/a>, I explored how brands can use SMS, WhatsApp, Meta, Google Ads, and Web Push inside <strong><a href=\"https:\/\/spotler.com\/en-gb\/activate\" data-type=\"page\" data-id=\"76274\">Spotler Activate<\/a><\/strong> to create more responsive and effective customer journeys. This blog recaps the core strategies, frameworks, and advice we covered, plus a few bonus takeaways I didn\u2019t get to on the day. These ideas will help improve your ROI from Spotler and boost returns across your wider channel mix.<\/strong><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Why email isn\u2019t enough on its own<\/h2>\n<p>Email still offers exceptional return on investment. But the way people shop and engage has changed:<\/p>\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<ul class=\"wp-block-list\">\n<li>Most customers now use three or more channels before making a purchase.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Gmail and Yahoo have changed how bulk email hits the inbox.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Apple\u2019s privacy updates have made open rates less reliable, which means engagement-based segmentation is more important than ever.<\/li>\n<\/ul>\n<p>If you\u2019re only using email, you\u2019re likely missing out on key signals of intent, such as a product view, a tap, or an abandoned cart.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"338\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices.webp\" alt=\"\" class=\"wp-image-177375\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices-300x132.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices-768x337.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices-767x337.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices-433x190.webp 433w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/masteringmultichannel-multipledevices-44x19.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Choosing the right channel at the right time<\/h2>\n<p>Here\u2019s a simple way to think about channel selection inside <a href=\"https:\/\/spotler.com\/en-gb\/activate\" data-type=\"page\" data-id=\"76274\">Spotler Activate<\/a>:&nbsp;<\/p>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td><strong>Channel<\/strong>&nbsp;<\/td>\n<td><strong>Best for<\/strong>&nbsp;<\/td>\n<td><strong>Keep in mind<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Email<\/strong>&nbsp;<\/td>\n<td>First contact, always-on messaging<\/td>\n<td>Needs good targeting to perform well<\/td>\n<\/tr>\n<tr>\n<td><strong>SMS<\/strong>&nbsp;<\/td>\n<td>Urgent nudges and high-intent contacts<\/td>\n<td>High cost, so best saved for valuable moments<\/td>\n<\/tr>\n<tr>\n<td><strong>WhatsApp<\/strong>&nbsp;<\/td>\n<td>VIP comms, loyalty, and repeat buyers<\/td>\n<td>Requires a clear reply plan, either human or AI<\/td>\n<\/tr>\n<tr>\n<td><strong>Web Push<\/strong>&nbsp;<\/td>\n<td>Real-time reminders for onsite users<\/td>\n<td>Needs opt-in, but free to send once active<\/td>\n<\/tr>\n<tr>\n<td><strong>Meta \/ Google Ads<\/strong>&nbsp;<\/td>\n<td>Retargeting and scaling reach<\/td>\n<td>Can burn budget if not backed by solid segmentation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Journeys that work<\/h2>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\">Welcome journeys<\/h3>\n<ul class=\"wp-block-list\">\n<li>Start with email. It\u2019s expected, cost-effective, and easy to scale.<\/li>\n<li>Avoid showing discounts in the pop-up. Train users to check their inbox.<\/li>\n<li>If there\u2019s no engagement, follow up with a Meta ad offering a reminder or incentive.<\/li>\n<li>Don\u2019t use SMS here unless it\u2019s clearly part of the sign-up experience.<\/li>\n<\/ul>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\">Cart abandonment<\/h3>\n<ul class=\"wp-block-list\">\n<li>A full cart signals serious purchase intent.<\/li>\n<li>Lead with email, then follow up with SMS if the customer is predicted to be high value.<\/li>\n<li>Use Meta or Google to retarget those who don\u2019t respond.<\/li>\n<li>Split your audiences to focus your budget on those most likely to convert.<\/li>\n<\/ul>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\">Browse abandonment<\/h3>\n<ul class=\"wp-block-list\">\n<li>This is softer intent, so manage your spend carefully.<\/li>\n<li>Send personalised emails based on browsing behaviour.<\/li>\n<li>Use Web Push for real-time nudges. Once opted in, it\u2019s free.<\/li>\n<li>Meta ads work well here, but Google should be saved for high-value products only.<\/li>\n<\/ul>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\">Post-purchase journeys<\/h3>\n<ul class=\"wp-block-list\">\n<li>This is one of the best ways to drive long-term value.<\/li>\n<li>Use email to say thank you, suggest next steps, and encourage a second purchase. WhatsApp is great for VIP perks or loyalty check-ins, if you have opt-in.<\/li>\n<li>SMS is perfect for delivery updates or reorder reminders, especially for subscriptions.<\/li>\n<li>Meta ads can support upsells or cross-sells. Only use Google if you\u2019re promoting something with clear buying intent.<\/li>\n<\/ul>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"has-text-align-center has-dark-blue-color has-pale-cyan-blue-background-color has-text-color has-background has-link-color wp-elements-57c61af0fe9414236313b8c32ed592af\"><a href=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\" data-type=\"link\" data-id=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\">Check the webinar<\/a> for journey designs and more info!<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\"><strong>\ud83e\udde0<\/strong> Jack\u2019s multichannel tips <strong>\ud83e\udde0<\/strong><\/h2>\n<ul class=\"wp-block-list\">\n<li>Not every channel is right for every customer. Segment carefully and choose the one that fits the moment. Visibility doesn\u2019t always equal value. Just being seen doesn\u2019t mean your message will convert. Focus on intent.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Use your CDP properly. Spotler Activate gives you the signals and insight you need. Make sure you\u2019re putting them to work.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Final takeaways<\/h2>\n<ul class=\"wp-block-list\">\n<li>Email still delivers excellent value for money, but it can\u2019t carry your strategy alone.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>SMS, <a href=\"https:\/\/spotler.com\/en-gb\/solutions\/use-cases\/whatsapp-marketing\" data-type=\"link\" data-id=\"https:\/\/spotler.com\/en-gb\/solutions\/use-cases\/whatsapp-marketing\">WhatsApp<\/a>, and Web Push can unlock real performance if timed correctly.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Meta and Google retargeting only pay off when powered by accurate, up-to-date CDP data.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>The real difference comes from journey design. Focus on getting the right message, at the right time, in the right way.<\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-group has-light-blue-background-color has-background\">\n<div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h4 class=\"wp-block-heading\">Watch the webinar<\/h4>\n<h3 class=\"wp-block-heading\">Beyond Email: Expand Your Reach with SMS, WhatsApp &amp; Push<\/h3>\n<p>Reach your audience where they are. Learn how to diversify your messaging strategy by incorporating SMS, WhatsApp, and push notifications to drive engagement and conversions.<\/p>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\">Watch the webinar<\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"wp-block-column hide-mobile is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full borderradius20\"><a href=\"https:\/\/spotler.com\/en-gb\/webinars-on-demand\/beyond-email\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"900\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage.webp\" alt=\"\" class=\"wp-image-173731\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage.webp 800w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage-267x300.webp 267w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage-768x864.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage-767x863.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage-169x190.webp 169w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/07\/webinar-uk-beyondemail-onpage-44x50.webp 44w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ll never tell you to ditch email, but it can\u2019t do all the work itself. It\u2019s time to go multichannel! How to do that and what works?<\/p>\n","protected":false},"author":93,"featured_media":177394,"template":"","cat_industry":[1462],"cat_topic":[1233,1002,1488],"class_list":["post-177360","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2c-en-gb","cat_topic-cdp-en-gb","cat_topic-email-marketing-en-gb","cat_topic-whatsapp-marketing-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/177360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/93"}],"version-history":[{"count":5,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/177360\/revisions"}],"predecessor-version":[{"id":208116,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/177360\/revisions\/208116"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/177394"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=177360"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=177360"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=177360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}