Email marketing is one of the most beneficial marketing strategies you can employ. Why? Partially because it’s capable of generating the highest ROI (return on investment), at least compared to SEO, content marketing, paid search advertising and other conventional online channels. This, in turn, is due to the low amount of monetary investment that email marketing demands compared to other channels.
But this high ROI is also due to the malleability inherent in email marketing, especially with email newsletters. Email newsletters can be harnessed by almost any industry, or any size company, and they can be integrated with various other marketing strategies and tactics… if you know what you’re doing.
If you’re getting an email newsletter strategy together, be sure to integrate it with your other marketing channels in the following ways:
- Provide content from your blog. If you want your email subscribers to remain satisfied, you need to provide them with some kind of value. Why not provide clips or teases about your latest blog content? You’re already developing these posts, so it won’t take much effort to incorporate them into your email newsletters. Plus, the extra visibility will give your blog a boost in traffic and recurring readership. Depending on what automation systems you use, you may even be able to tie your email drafts to your blog directly, greatly reducing the amount of time it takes to put together a new campaign.
- Tie in your social media channels. This should be a given, but you’ll want to include your social media icons prominently on your email newsletter. You can include general links out to your Facebook, Twitter, and other profiles in the footer or on the side of your email, but you’ll also want to include share opportunities for key pieces of content. For example, if you’re promoting your blog posts, you can allow users to share those posts on their own personal accounts. You could do the same thing with a big sale or promotion — the key is to encourage social engagement.
- Promote your latest big-ticket content. Occasionally, you’ll develop “big ticket” pieces of content such as whitepapers or ebooks that stand apart from your blog. These can be used as a kind of exchange for conversions, incentivizing the completion of forms, as landmark pieces to generate inbound links for SEO, or even as paid pieces of content for an extra line of revenue. However you’re using them, you can use email marketing to promote them. Tease the title of your latest work in the weeks leading up to its final publication, promote it heavily when you unveil it, and then keep it at the footer of your subsequent newsletters as a reminder.
- Create landing pages for email opt-ins (and optimize them). One of the biggest keys to email marketing success is the size and quality of your subscriber list. Therefore, it’s in your best interest to maximize your new opt-ins. You can do this by creating landing pages, possibly segmented based on your target demographics or the channels of traffic you’re earning. Once you have them created, you can draw on the power of your SEO campaign to boost their visibility — earn some inbound links for them, optimize them for niche keyword phrases, and sit back as you earn more search-based opt-ins.
- Regularly encourage signups on your blog and social media. Landing pages shouldn’t be your only point of potential opt-ins; you’ll want to include signup opportunities on as many of your marketing channels as possible. Two of the highest-potential points here will be your blog and social media profiles, where users already express interest in your brand. Oftentimes, all it takes is a prominently visible form and the promise of regular content delivered to their inbox to convince users to sign up.
- Cross-promote sales, deals, and contests. None of your promotions should occur in a vacuum. Are you running a new social media contest to promote your brand? Make sure your email subscribers are aware of it. Are you about to launch an overhauled version of your content marketing strategy? Tell your email subscribers about it first. Do you have a sale you’re promoting as an email-exclusive offer? Tell your social media followers to sign up so they can be involved. Cross-promotion and cross-pollination are your best tools for maximizing the impact of any sale, deal, contest, or piece of news.
- Use your email lists as a sales funnel. Finally, be sure to tie in your email newsletters to your sales strategy. Keep your email list segmented based on historical interactions and interest level; you can do this by keeping separate lists based on signup methods and previous interactions with other emails. From here, your salespeople will be able to fine-tune their selection strategy and cherry-pick the best possible leads from the group. This takes patience and an eye for detail, but it can maximize your potential close rates.
Never Remain Stagnant Too Long
It’s also important to remember that no marketing campaign should remain stagnant for too long. Every day, new technologies develop, consumer trends shift, and most importantly — you’ll gather new data about your campaigns. Pay attention to all three areas of development here, and adjust your campaign accordingly. The most successful marketers are the ones who know how to adapt.
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