In today’s increasingly digital world, businesses have a variety of marketing and communications options to help them achieve their broader growth objectives. From social media, digital advertising and podcasts to blogs, email marketing and newsletters.
While each of these options have their own benefits and uses, and many businesses have most, if not all, of them in place, letting each become its own entity with its own strategy can lead to inefficiency and cross over.
In this blog, we dive deeper into why you should be incorporating wider marketing activity into your email strategy and offer some tips on how to do it well.
Three key benefits:
An aligned approach across all marketing channels reinforces your brand messaging, tone and values, offering your audience a clear and unified impression at every touch point of who you are and what you have to offer. This eliminates any confusion and builds stronger brand recognition over time.
It isn’t just about ensuring content follows the same guidelines and is released at the same time, it’s also about sharing cross channel marketing activity to maximise opportunities and results. For example, if your company is featured in a key industry title, sharing that press coverage with a targeted audience not only amplifies its reach but also reinforces your brand’s authority with high-value decision-makers - maximising ROI.
As email marketing and data solutions specialists, we could (and often do!) wax lyrical about the value of effective data analytics. Accurate data analysis can transform a set of numbers or information into valuable insights, patterns and trends – all of which, if utilised properly, are opportunities for growth.
Sharing this data across campaigns will lead to a more cohesive, targeted, and effective approach across all activity - driving better engagement, higher conversion rates, and ultimately, stronger ROI.
For example, using email engagement data to build digital ad audiences will ensure that ads reach those already interacting with your brand. Conversely, insights from social media and web traffic can refine audience segmentation for more effective email campaigns.
Three top tips for alignment:
A coordinated content calendar is a great way to ensure the marketing machine is well oiled and moving smoothly.
Be it a product launch, PR campaign, event or milestone, ensuring all departments - such as email, social media, digital advertising, copywriting, etc - can see what is planned affords all involved the opportunity to create an aligned campaign that’s appropriate for your brand. This also avoids bombarding your audience with competing messages and content.
It might sound like a no-brainer, but too often marketers fail to repurpose and cross promote content on their various platforms. If you have an email marketing campaign planned to announce the launch of a new product, why not link to a blog or video hosted on the website for more information; or perhaps a press review conducted pre-launch to provide added credibility and information.
Equally, giving social media marketers access to email content to be reworked and reused is a great way to squeeze added value from content you already have, re-enforcing the email campaign messages and re-engaging prospects on a different platform.
Alignment isn’t just about sharing content and ideas. As mentioned above, sharing data can be hugely beneficial to inform strategy and positively impact results. This includes segmentation.
For example, if your company aims to reach a new sector and has valuable insights from past email campaigns, sharing that data with digital advertising and social media teams will give them a head start, helping them target the right people, with the right message.
If you need more information on how best to align your email marketing campaign with your wider marketing activity, or you’re looking for someone to manage it for you, get in touch with a member of our team today, here: https://acquirz.co.uk/contact.