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Combining Email Marketing With Other Marketing Channels Drives Better Results
Manuela Walfenzao| 22 de septiembre de 2017
Schwartz recomienda mezclar distintos formatos y tipos de contenido en los correos
Matthew Schwartz, Editorial Director at Gould+Partners and contributing writer for ANA Newsstand, wrote a post at ANA’s website entitled: How to Boost B-to-B Emails, where he shows the power of emails when combined with other marketing channels. “When all these channels are tightly integrated, email serves as the driving force to push prospects toward that next step of becoming a customer” said Dave Charest, Director of Content Marketing at the email marketing company Constant Contact. Schwartz mentioned that according to the fourth annual State of Marketing survey report, released earlier this year by Salesforce Research, combining email with other channels leads to improved awareness, higher rates of customer engagement, and improved customer acquisition. And a June 2016 survey of U.S. marketers, conducted by the Direct Marketing Association and Demand Metric, found that email had a median ROI of 122% “more than four times higher than the other marketing formats examined, including social media, direct mail, and paid search.” Shelly Alvarez, Director of Client Services at the email marketing company PostUp, who works with brands such as NBC Sports, PGA.com, and Randall-Reilly Publishing, offered the following three tips to help drive email personalization and click-through rates: Develop an online “preference center” the center is designed to track the type of content preferred by customers and prospects; Test to determine the most appropriate content offerings, marketers should also use their website to gauge what sort of content resonates with users and apply that data to email campaigns; and, create email campaigns for mobile devices, regardless of the execution, email marketing campaigns must be mobile-friendly and easily viewed on any screen size.
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