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11 Effective ways to marry email with other marketing channels


The report “2020 State of Email, Fall Edition” finds that 77% of marketers say email is one of their two most effective marketing channels. Additionally, 78% of marketing executives indicate email marketing is vital to the overall success of their company, which is a 7% increase from last year.

Email marketing is a safe bet for retaining customers

Just 16% of respondents believe their company measures email marketing’s return on investment (ROI) well, but to capitalize on the potential of email, ROI must be properly measured and reported. 45% of those surveyed cited ROI measurement of email marketing efforts as poor or non-existent.

However, combined with a website, customer relationship management (CRM) and social media publishing tools, and design templates from a trusted platform such as, email marketing is a safe bet for retaining customers and winning new business from new leads.

“The ‘2020 State of Email, Fall Edition’ report showcases why email should be front and center in every single marketing mix,” said Melissa Sargeant, CMO of the report’s publisher, Litmus, in a press release.

“In today’s marketing environment, with brands working to break through the clutter of digital advertisements in an efficient and timely manner, personalization and targeted messaging needs to take priority. Not only does email offer unmatched ROI, but it creates authentic human-to-human connections and experiences with customers.”

Email is trusted by executives despite tech innovations

Personal interactions provide insights and data which can influence organization-wide messaging and multichannel marketing strategy. Email is trusted by executives despite innovations and developments arising within the marketing tech space because it’s a tried-and-true method for disseminating information.

Other best practices within an email marketing strategy, as indicated by the report, include personalization. Utilizing subscriber data within email can also inform strategy and messaging within other channels, because, to receive the communication, the recipient must opt-in, confirming their interest in the brand. 80% of respondents reported that their company personalizes its emails based on subscriber data.

45% of respondents plan to increase the budget this year for integration of email with other channels, and here are some effective ways marketers can marry email with other channels in cross-discipline campaigns:

  1. Integrate email marketing with customer relationship management (CRM).
  2. Target promotions and special offers using CRM data.
  3. Get more social media engagement via social sharing buttons in emails.
  4. Send targeted emails to those who mention your business on social media.
  5. Use emails to collect post-purchase feedback.
  6. Get email subscribers on social media with calls-to-action.
  7. Use demographic information for geo-targeted campaigns.
  8. Link email campaigns with content management systems.
  9. Use content marketing to drive email subscriptions.
  10. Make emails more likely to convert for mobile users.
  11. Improve email segment targeting using analytics.

By Kevin Liew
Kevin Liew is a web designer and developer and keen on contributing to the web development industry. He loves frontend development and absolutely amazed by jQuery. Feel free to say hi to me, or follow @quenesswebblog on twitter.


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