4 Ways Email Can Drive Other Marketing Channels

4 Ways Email Can Drive Other Marketing Channels

July 20, 2016 2:04 pm

For ecommerce retailers, e mail has been an economical marketing car for years. Merchants sometimes think about e mail as a standalone marketing device. But e-mail can enhance different marketing channels, as nicely.

In this text, I’ll discover how e-mail can drive junk mail, show advertisements, social media, and paid search.

Direct Mail

Contributor Armando Roggio just lately wrote an informative article, “Use Direct Mail to Attract New Customers.” Email can have a huge effect on enhancing the efficiency of a mail piece, which may be costly, with paying for printing and postage.

One means to do that is to “sandwich” the junk mail piece with e-mail — ship e mail notifications to junk mail recipients a number of days earlier than and after the piece is delivered. Even if a recipient doesn’t open the e-mail, seeing the branding and firm identify in her inbox might immediate her to learn the precise junk mail supply. The comply with-up e-mail may help drive conversions on the website if the recipient didn't reply to the junk mail.

A reverse technique may also be used: sending junk mail after an e-mail to recipients that opened however didn't convert. Because junk mail could be costly, typically it’s higher to spend cash on prospects which have indicated some quantity of curiosity in your model or firm.

La-Z-Boy, for instance, steadily sends each e mail and junk mail to the identical customers. Here is an e mail that helps a junk mail marketing campaign.

La-Z-Boy frequently sends both email (above) and direct mail to the same users.

La-Z-Boy incessantly sends each e-mail (above) and junk mail to the identical customers.

Display Advertising

It’s now attainable for advertisers to add their e-mail record and goal present clients and prospects by way of show campaigns on Google and Facebook. There are additionally third-get together instruments for this, such LiveRamp Connect, which is owned by my employer, Acxiom.

By importing an e-mail listing after which concentrating on these people for show advert buys, advertisers can remove wasted show impressions and in any other case assist recognition, clicks, and conversions from corresponding e mail campaigns. Advertisers can then examine the efficiency of every group: people who obtain simply show versus people who obtain e-mail and show. With this info, entrepreneurs can higher allocate promoting dollars.

Acxiom studied this with a shopper. We in contrast an viewers that acquired simply show advertisements to at least one that acquired e-mail and show. The common click on fee was considerably greater for the latter, with a 70 % carry in show clicks and a 24 % raise in e-mail clicks, versus working every channel individually.

Coordinating email and display campaigns can materially increase the performance of each. In a study by Acxiom, the average click rate was significantly higher for combined campaigns, with a 70 percent lift in display clicks and a 24 percent lift in email clicks, versus operating each channel separately.

Coordinating e-mail and show campaigns can materially improve the efficiency of every. In a research by Acxiom, the typical click on fee was considerably larger for mixed campaigns, with a 70 % carry in show clicks and a 24 % raise in e-mail clicks, versus working every channel individually.

Social Media

Social media exercise has develop into intertwined between on the spot messaging, posts on social websites, and textual content messaging. On a typical Facebook feed, for instance, I’ll see Instagram and Twitter updates. And customers sometimes view all of this on their smartphones.

When utilizing social media for promoting, including e mail to the identical viewers may also help improve recollection and provides the person one other technique of responding.

Facebook has a compelling promoting choice to focus on your clients: a Custom Audience, whereby you'll be able to add an e mail listing of consumers or those that have visited your website.

This is an effective option to attain your clients that will not open your emails. As with junk mail, an efficient technique is to time an e mail deployment round a social media marketing campaign. Recipients shall be extra apt to click on and reply to Facebook advertisements and can in any other case improve the effectiveness of each channels.

Paid Search

Paid search is significant for a lot of ecommerce retailers. Triggered emails may help convert visitors from paid search. Triggered emails can embrace:

  • Abandoned website-search and browse emails;
  • Abandoned cart emails.

Without these triggered emails, dollars spent on paid search could also be a waste.


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