No matter what business you’re in, you’re always looking to make the most out of your dollar.
If you’re buying office supplies, you want to buy in bulk to get the best deal. When you need to purchase a new computer, you want to make your dollar go as far as possible.
Business practices are the same.
You don’t want to invest all your time in money in a marketing technique that isn’t going to move the needle for you.
Striving for a high ROI should be the goal of every marketing campaign.
One of the marketing techniques that often shows high ROI is email campaigns.
Sending out emails is inexpensive, easy, and is a quick way to connect with your audience. You can use it to retarget customers while also reaching out to potential ones.
You don’t have to be a tech genius to use email and you can track customer actions and progress pretty easily.
Having a successful multichannel marketing campaign is a necessity for any eCommerce business, as you’re more likely to interact with consumers via the digital world.
Just like having a branded and memorable domain is expected, it’s also a no-brainer to make an email part of any multichannel marketing campaign.
But what are the best ways to do so? How can you integrate email to marketing campaign so it builds up your business and promotes products?
6 Ways to Successfully Integrate Email to Marketing Campaign
Below, we’re going to run through a few ways you can successfully integrate email marketing into any campaign.
Let’s dive in.
#1. Follow Ups
Follow ups can be valuable in just about any facet of life. A friend may call you after a hard week or your doctor may ask you to come back in for a checkup after your initial appointment.
Using follow-ups through your email marketing can provide a number of different benefits.
- Ask someone how their experience with your store/product/service was
- Remind someone of an abandoned cart
- Send reminders about promotions
- Reward them with digital coupons after making a purchase
These are ways to increase your customer retention, which is often much more valuable and cost-effective when compared to customer acquisition.
When it comes to rewards and promotions, tie those in with what’s currently happening in order to give your audience a reminder.
Go on any website, and you’re bound to find links to social media pages or options to share a certain post. Take a look at one of our recent blog posts about heatmaps.
Right at the end of the page are buttons so you can share the article you just read on Facebook, Twitter, LinkedIn, or Pinterest.
Click on one of those, and it immediately takes you to your social media account where you can leave a comment before sharing it amongst your friends.
Even though you’re not going to be sharing an email message via social media (or you might, who are we to judge), your newsletters or messages should all have links to your social media pages.
Social media is king in many marketing circles, and you want as many followers as possible.
The more followers you have, the more relevant your page will become.
Instead of having these icons at the bottom of your email, include them in a place that can be easily seen.
It’s perfectly fine for a long-form article such as this one, but you want to make sure people are visiting your social media pages.
#3. Incentivize Your Audience
It’s always much easier to work when you know there’s a reward at the end of the tunnel. This process isn’t exactly anything new.
Your parents might have promised to take you putt-putt golfing if you cleaned up your room before guests came later that evening.
While you may not be able to provide putt-putt golf to everyone, you can give them some kind of discount or promotion for performing X action, such as:
- Reviewing a product
- Liking, sharing or commenting on social media
- Participating in a referral program
- Signing up to become a member
Let’s say they recently purchased headphones from your website and as part of your promotion, those who leave a positive review receive a Bluetooth adapter in the mail.
Maybe if they bring invite a friend to use your service with a special code, they’ll both be given 15% off.
Referrals can be incredibly important for your business, as so many people trust and use referrals to make consumer decisions.
#4. Optimize Your Mobile Use
Even though just about everyone has a computer or laptop, more and more people are using their phones for just about everything on the internet.
Every year, more and more people use their phones to make travel reservations or go shopping online. In addition, more and more people are going to be using their phone to check and read their emails.
Have you ever been on a website on your phone where you have to pinch and zoom to click on a link?
Pretty frustrating, right?
The same idea needs to lead how you design your emails.
Making them optimized for mobile phones is truly going to bridge the gap in any multichannel marketing campaign.
If they were to browse your store or abandon a cart, you can send a follow-up email reminding of their items in the cart. If that email isn’t optimized for mobile, they’re probably just going to delete it without giving it a second thought.
So make sure you’re testing all emails for mobile optimization before you send them out. If you’re asking them to sign up for something, make those pages legible and easy to navigate.
#5. Make Effective Use of Data
As mentioned above, the wonderful thing about integrating email into marketing campaigns is that emails are quite easy to track.
With an effective system, you can see who opened the email, who clicked on any links, and who asked to be unsubscribed.
This way, you can customize and alter your marketing plans in order to capitalize on customer behavior.
If your emails are being ignored by the masses, you can start to think about why. Are they not optimized? Are they bland?
One way that helps boost the conversion rate is by making the email personable.
Image source [https://www.oberlo.com/blog/email-marketing-statistics]
By making strong use of your data, you’ll be able to improve your email targeting and overall effectiveness.
Email is the best channel for getting immediate results for analytics, something other channels just don’t provide from the start.
#6. Encourage Email Subscriptions Through Content
In order to actually send people emails, you’re going to have to have their information.
One of the ways you can collect user information is through purchases or encouraging them to sign up via your other forms of content.
A solid and consistent content strategy is a way to make sure your business is staying relevant and maintaining strong SEO.
The more regular content you put out, the more likely your consumers know what to expect and the higher you’ll rank on search engines.
Your content can also include places to sign up for your email list and social media pages.
It can be through advertisements, promotional banners, the “about us” section, or any other links spread throughout your website.
You can offer small incentives for those that sign up for the first time, such as free shipping or a small discount.
Just be consistent and keep on the plan you have set out for your business.
I hope you find the tips to successfully integrate email to your marketing campaign interesting.
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