Marketing with Email: Integrating Channels

In a world where marketers are faced with a myriad of options for spreading their message to the world, one familiar friend has consistently been there for them for decades: email. A savvy marketer will take advantage of all the marketing channels available to him, but email’s reliability and consistency over time means that it should remain a centerpiece of any modern marketing campaign.

In this “Era of Social Media” many marketers still struggle to justify spending too much money on that platform (after all, one of the best things about social media is that it is normally free). So, as Facebook, LinkedIn and Twitter all implement pay-to-promote schemes, marketers are itching to see results for their cash. However, social media still struggles to match up to the efficiency, reliability and measurability of email.

Email must remain a lynchpin in your marketing strategy for the foreseeable future.

If this is the case then it stands to reason that marketing with email must be tied in to the marketing on all other platforms. It seems so obvious, but a lot of very smart and talented marketers overlook many opportunities for different platforms to accentuate each other’s strengths and aid in their weakenesses.

According to Econsultancy, just over 65% of marketers have integrated website content targeting into their email. According to the same report just over half of marketers have implemented social media into their marketing with email. These are huge missed opportunities.

Email drives clicks, and these clicks should drive consumers to your site so those clicks can become sales. If you can’t get people to your site, get them to your social media pages, so that they might learn more about you and start sharing your brand with their online networks. Email is an excellent opportunity to drive consumers where you want them, don’t squander it.

Another missed opportunity for marketers is mobile marketing integration, only 14% of marketers integrate email and mobile marketing. We’ve already discussed, here at The Mission Suite, how important it is to have a comprehensive mobile strategy. Whether it’s tuning your emails to function well on mobile devices, or implementing email to support another mobile strategy, the importance of mobile can’t be ignored.

Implementing email across all of these other platforms simply makes sense. Why isolate your marketing strategies when they can work and build together. Each strategy has its own niche, but email is by far the most established and broadly reaching. Utilize this power to enhance your other marketing channels, and use your other channels to enhance your marketing with email.

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