Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
Marketing
December 12, 2015

Email Marketing: Taking an Integrated Approach

Successful digital marketing requires an integrated approach in order to be effective. Individual marketing channels such as social media, blogging, and email, are successful on their own, but generate better results and become a powerful marketing approach when used together. So, how does email marketing fit into a strong integrated marketing plan?

Integrating email into your other marketing strategies can open up a powerful channel for communicating with your audience and help you achieve better results overall. However, the key is to combine your email marketing plan with social media, mobile, and search marketing.

Social Media and Email

Integrating social media into your email marketing plan is a simple, yet powerful way to increase lead generation. One way to do this is to add social media share buttons to your email templates to increase your reach. Allowing recipients to quickly and easily share your email content with others is an effective way to utilize email as part of your content marketing strategy.

You can also use your social media to encourage followers to subscribe to your email list. Include strong calls-to-action on Facebook or Twitter, and let potential subscribers understand the benefit of your emails. Using social media is a fantastic way to integrate the two channels.

Search Integration and Email

Using search and email together will create even more leads for your business. Take a look at your email data and discover which topics or offers have the most opens or click-throughs. Use this data to help you find the best keywords or promotions, then optimize those keywords on your website or future email campaigns.

Mobile and Email

It is no longer an option not to keep mobile in mind, when it comes to marketing strategies. Many users open the email on their mobile devices, so it is important to test out your templates on a mobile device. Make certain your buttons or links are easy to find, and consider offering both plain text and HTML versions of your email. If mobile users can easily find your calls-to-action on their mobile device, they are more likely to respond.

These are just a few ways to begin integrating email marketing into your overall strategy. It is a powerful tool when used with your other sales channels. For more information on how to integrate your email campaigns, please contact us today.

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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