How to Integrate Email Marketing with Your Digital Marketing Strategy?
Email marketing integrations are the linking of systems, tools, and software to create seamless email marketing operations. They let marketers connect their email service provider with other systems, such as their CRM or point-of-sale system, to deliver even more tailored, relevant, and efficient communications.
Email campaigns have an average open rate of around 20% and a click-through rate of 3.3%, as suggested by research from Smart Insights data. Also, email marketing is far superior to social media marketing, since the majority of the time, click-through rates on social media are less than 1%. Statistically, 60% of marketers have stated the email to be generating a positive ROI for their business, with another 32% having the belief that it will do so in the future.
The reason that email marketing is so successful is that 77% of individuals across all categories prefer to get information from companies and organizations directly via email. Email marketing is their preferred permission-based advertising compared to other social media choices.
However, the email marketing strategy needs to be integrated with the rest of digital marketing methods instead of keeping it separate from everything else.
Advantages of Email Marketing Integration:
In email integrations, we can combine other digital mediums with email marketing to create a complete and effective strategy.
Better ROI than social media and other marketing methods: In general, email marketing has a far higher ROI than social media advertising, with $39.40 for every dollar spent on email against $12.90 for every dollar spent on social media. Though it isn’t like one should invest all of their time and resources into email marketing and skip social media like Facebook and Twitter, email marketing integration drastically boost the impact, engagement, and ROI for both the platforms.
Hyper-relevant content delivery to the subscribers: As a common practice, email marketing is frequently connected with other platforms since many email service providers have formed ties with platforms like Google Analytics and YouTube. This information enables the segmentation of subscribers into different groups and frames relevant and targeted emails which are exciting enough for the subscribers to induce them into opening the emails.
Amazing opportunities for analytics: Email marketing integration with analytics tools enables easy examination and comprehension of the analytical metrics across different platforms. It enables the tracking of the activity of recipients regarding who is opening the emails and clicking on certain links.
This knowledge can also be cross-checked with the data about people visiting the website, the browsing history, and also the ways in which they interact with the brand’s social media handle. Having a fair bit of understanding about what’s next to do with such data would assist the brand in sending their subscribers the most relevant and intriguing emails possible.
Maintain a direct channel of communication with the target audience: There’s no other way for the brands to maintain a direct channel of communication with their target audience other than email marketing. The brands would be missing out on a reliable and effective marketing opportunity if they are not collecting email addresses.
Also, the single biggest advantage that the brands would have through email marketing is that they won’t have to deal with unstable algorithms which change on a regular basis.
And because email is a personal mode of communication, email marketing helps the brands to create a stronger relationship with their audience.
Utilizing Email Marketing with different integration strategies:
Let’s take a look at some of the ways by which brands can employ their digital marketing strategy.
Social media: Brands may include social media into their email marketing strategy in a variety of ways. The inclusion of social share buttons at the bottom of the email campaigns is one of the many simple solutions that brands can employ. According to a study, it has been proven that emails featuring social share buttons had a 158 % greater click-through rate.
Social media can also be used to attract new subscribers. Brands can route their audience from a social media page to their own by including a call-to-action on their social media page for followers to subscribe.
Analytics: Brands are missing out if they don’t leverage the data at their disposal to inform their broader digital marketing strategy. If brands don’t track their email insights, they’re making a significant mistake. It’s a huge mistake if they don’t bother tracking their email insights.
Integrating email marketing with other data sources, such as Google Analytics, will allow the brand to track who is opening, clicking, and eventually converting. They can also keep track of users who do not convert. This information is critical for fine-tuning campaigns, segmenting subscribers, and creating relevant material for them.
Lead Magnets: A lead magnet integration in the email marketing plan is a great method for brands to boost their subscription rates. The trick here is to use additional data to have a better picture of the target population. Different lead magnets may be created for different sorts of individuals by the brands.
Brands can attract readers and followers to exchange their email addresses for high-quality material by providing useful, relevant, distinctive, and engaging PDF files, checklists, eBooks, guidelines, and other papers.
Apps: Marketers can track data on subscribers more easily if they have a dedicated app, making it simpler to serve the most relevant content.
Marketers might utilize email marketing to send emails with coupons for installing the app and special offers for people who use it frequently. Marketers can also track the products and items their subscribers look at on the app and give them personalized offers through email.
Blog Posts: Blog posts are one of the simplest methods for marketers to combine the email marketing plan with their website. The audience can be urged to sign up for emails in the call-to-action instead of pleading with them to make a purchase. They’ll most likely subscribe if they enjoy the information they’ve previously read.
Different widgets and minimally intrusive pop-ups that entice readers to join up are typically simple to add. The most essential thing is to create a CTA that is appropriate for the target demographic and brand voice.
Mobile Devices: Since almost 50 % of emails are opened on a smartphone or tablet and nearly 70% of mobile users will delete an email if it doesn’t render properly, It’s a big problem here considering 58% of surveyed marketers don’t design emails to render properly across different mobile devices.
Marketers can communicate directly with their audience without having to worry about interfering algorithms by integrating the email marketing approach with SMS push notifications or encouraging readers to join up for your WhatsApp or Telegram Channels.
Instead of viewing email marketing as a stand-alone activity, it should be part of a larger digital marketing plan. All that the marketers have to do now is to figure out what will work best for their company and try out some fresh strategies.