More than ever before, marketing campaigns aren’t carried out on a single channel.
The growth of so many forms of digital media, alongside ever-present formats like print or broadcasting, has given companies a wealth of opportunities to advertise their products and build their brand’s image.
However, at e-shot we believe email marketing is the key to connecting all of these separate strands.
Email can act as the bridge that links together your marketing islands.
You might suggest that we’re pretty blatantly biased, being an email marketing company after all. While this is true, email is our trade, that doesn’t mean we’re being misleading!
As we mentioned in this examination of TripAdvisor’s trailblazing cross-channel marketing techniques, there’s no method as powerful and adaptable as email for succinctly tying together any other advertising and marketing format you employ. Email is a peerless device to bind your cross-media marketing strategies.
Think of it as a way to capture the essence of your blog, website, Twitter feed etc. into one digestible, presentable message. Rather than having messages lost amongst cluttered news feeds, packed newspapers, busy timelines or having to hope for site visits, email marketing puts you in your subscribers’ inboxes for when they’re ready to pause their hectic lives for a moment to enjoy your content.
Social media is often heralded as the executioner of email marketing because it’s still the much-hyped new kid on the block in internet terms, and it’s certainly growing. However, first and foremost, ignore the idea that digital marketing channels must be in competition with each other.
According to Hostpapa, email marketing reaches 75% of its target audience, whereas social media reaches only 4% (on average), but you’d still be wasting opportunities by ignoring either option.
By always including clear social media sharing links in your emails you ensure your content will have a presence in both arenas, a chance to be passed around between users, as well as the reassurance that your messages are going directly into subscribers’ inboxes to begin with.
Filling your blog or website with helpful, worthwhile, entertaining and valuable articles is a great idea. By creating and curating relevant content you will attract and retain customers and keep engagement and interest high. Yet what better way to present a digest of recent articles than a regular email newsletter? Snippets of stories dispatched straight to a subscriber’s inbox provides you with the best possible platform, so you don’t rely on people thinking of you and then directing their browsers to your site.
Cold calling potential customers is becoming less and less popular – and perceived as a nuisance by the general public – but in the B2B world it is still a vital marketing tool. Nevertheless, sales are extremely rarely initiated and closed in a single conversation, so a follow-up email is a vital component for salespeople to capitalise on leads. With email marketing’s personalisation and segmentation capabilities, following-up on a cold call has never been so efficient or effective. Email marketing services mean you can save time while still guaranteeing a personal touch.
Direct Mail Marketing
Whether you’re sending out old-fashioned postal campaigns or attempting a unique take on the mail marketing genre like these brilliant efforts, either way it doesn’t have to be the antithesis of digital marketing as you’d imagine.
For a start, mail marketing runs a high risk of being quickly discarded and a much larger risk than email of getting damaged under muddy shoes as somebody walks through their front door this winter! Also, the email marketing average ROI is £22 for every £1 spent, whereas direct mail’s average return for each pound invested is just a lowly £4.60.
More than this, the two formats can work in tandem. Inside your physical mailshot you could include an incentive for the recipient to go online and sign up to your email newsletter – for a chance to enter a prize draw for instance. Thereby doubling your marketing reach! Then continue to send your postal campaigns but now with the chance to email new subscribers too. Keep both formats strictly adhering to your brand message and you unlock a whole new layer of marketing possibility.
“Traditional” marketing channels are risky, expensive and possibly the hardest way to accurately target relevant prospects – not to mention being a very problematic form for gauging results.
Nevertheless, if you follow the theme or content of a traditional campaign with a consistent email marketing send, to reinforce your brand’s identity and underpin your overall message or promotion, then you will be able to really take advantage of any heightened interest that a traditional marketing campaign might generate.
On its own a traditional campaign might fall on deaf ears, but coupled with email marketing you can remind customers and prospects of what you’re trying to achieve for an excellent chance of a great outcome. Plus email marketing’s report generation and detailed analytics provide an insight far beyond any information gleaned from a traditional advert.