Email in a Multi-channel World

Whether you are looking to promote brand awareness, increase sales activity or simply strengthen client relationships, the “best practices” for an email marketing campaign call for integration with all other marketing efforts.

Here are three tips to integrate email as a component of your multi-channel marketing strategy:

Mobile Applications
Today’s world relies heavily on mobile devices. A recent study by AOL indicated that 16% of respondents check their email from a mobile device, and that 55% had recently upgraded their cell phone so they could check their email “on the go”. Trade publications project that this trend will continue and that mobile applications will grow in importance. Therefore, in addition to an HTML version of your email, you should consider creating a version for mobile applications.

Taking your email to a mobile version is very easy to do. Start with the html version of your email and strip it down to the basic components.
* Place a link at the top of your email for mobile users to see immediately
* Shorten your text – include only the most important content
* Reduce the number of graphics
* Reduce the size of images
* Keep scrolling to a minimum

As recipients use their mobile devices, you also have an opportunity to collect their cell phone numbers, which will give you opportunities to communicate to them directly using text messaging.

Web Site Integration
Make your emails work harder by providing many links (and in various forms) to specific areas of your website. Not only can you check the analytics of your emails (measuring click-through), but can match that up to your website analytics for additional conversions. Additionally, if you website is set up for “sharing” or RSS feeds, you can begin to build a relationship with your key audiences.

Additionally, best practices for website Search Engine Optimization (SEO) also apply to emails. Make sure your email copywriter understands the keys to successful SEO – keyword-rich content, headings, tags, and URL links, and apply those practices to creating your email.

If you have content from your email that will continue on your website, make sure the content is publicly accessible, and make it easy for your target audience to find.

Following some of the SEO tactics with your email development will help your email and website create a strong, mutually beneficial relationship.

Offline Applications
Many successful retail marketers such as Kohls Department Stores, Lands End and Bath & Body (to name just a few) understand the importance of integrating online tactics (such as email and websites) with offline tactics (such as direct mail, print or broadcast) to enhance and lift the online response rates.

Many of the offline activities focus on building their email list organically (i.e., the customer signs up to receive special offers), which can then be used to increase traffic to their retail store or to their website.

In today’s world, the use of email messages continues to evolve and grow in importance. As marketers, it is important to remember to integrate email marketing as a compliment to direct mail, print, event marketing or broadcast tactics – not to replace it. A multi-channel strategy can provide you improved results to your marketing efforts.