Email marketing must embody the tone and approach of a brand's larger digital communication strategy, working in unison with on-site content, SEO, off-site content, email, social media and search campaigns.
Guest column by Annie Condron
Integrated, cross-channel, omni-channel, multi-channel or good old fashioned teamwork... no matter how you classify your marketing efforts, there's no "I" in modern digital marketing.
Email marketing, just one component, must embody the tone and approach of a brand's larger digital communication strategy, working in unison with on-site content, SEO, off-site content, email, social media and search campaigns, etc. This seems like a simple concept, but scalable integration is one of the most challenging aspects of digital marketing at the enterprise level.
The Integrated Marketing Challenge
To create an integrated strategy, marketers often need to wrangle and unite the internal digital team, agencies (SEO, social, PR, etc.), developers and executives. Everyone needs to share the same information and work toward agreed-upon business goals. While this is challenging, it is achievable and critically important.
To effectively integrate email into the mix, simply explain to all relevant parties how the brand's use of email will make them look good and help them better achieve their goals! Using email to amplify content, for example, drives traffic and increases link building potential and social signals (all great for SEO). If marketers can boost email marketing metrics in the process, all the better.
Achieve Email Marketing Goals through Integration & Content Amplification
Consider three proven integrated marketing strategies that can help achieve the following email marketing goals:
Increasing Email Marketing Subscribers
Much as marketers might dream, potential customers rarely call begging to subscribe to email campaigns, but marketers do have several captive audiences available to them through you're the brand's website, YouTube channel, Facebook page, etc. Marketers should leverage each of these to tell them why they ought to want those emails.
Consider these five simple ways to invite more customers to subscribe.
Keeping Email Subscribers Happy, Engaged & Opted-in
Email marketing is about creating a relationship and building trust with customers. To do this, marketers need to listen, not just talk. They should...
Personalize content for each visitor:
Engage in trigger campaigns that recognize action or inaction. Test nurture campaigns and follow-ups in response to email recipient behavior.
Invite them to engage in social conversations. Don't just tell email subscribers to follow a brand on Facebook. Include a popular, interactive post to get them engaged or share the latest incentivized promotions.
Use data to drive email strategies. Track open rates, click-thru rates and solicit survey responses to fine tune desired email content specific to each group/subscriber type. Share this info with content & social teams.
Using Email Marketing to Drive ROI, Conversions
With a trusting, engaged audience, marketers have earned the opportunity to sell to their subscribers, because marketers deliver what they want without asking them to work for it.
Just like other marketing channels in the mix, email should be integrated as part of a holistic and consistent approach, but don't overlook the many ways other channels can harness the benefits of an effective email marketing effort.
Annie Condron is Natural Search Supervisor, Content Solutions at Resolution Media.
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December 2, 2015
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