.
In continuation with other eMarketing
posts on "9 steps to executing an email campaign series", we now come to the 4th and 5th steps:
In continuation with other eMarketing
posts on "9 steps to executing an email campaign series", we now come to the 4th and 5th steps:4. Integrate campaign with other channels
Whilst email marketing can operate as a stand alone marketing campaign, integrating it with other channels, both online and offline, will serve to both reinforce a brand’s message and increase responses.
There should never be a disparity between the content, tone or design of an email when compared to the rest of a company’s offerings. In-store promotions can be reinforced and promoted to an email database, or web site information can be summarized for email.
Custom landing pages, as required, should be created for any promotions being communicated in an email communication.
5. Personalize the message
The technology of email marketing allows for mass customisation – it is one to one marketing on a macro scale. Even simple personalisation can see improved results.
Customization starts at using the recipient’s name and sending either HTML or text mails based on preference, to sophisticated measurement of a recipient’s preferences and tailoring content to suit them.
Segmenting a database can allow for customisation across demographics or purchase history. Being able to reconcile browsing activity to an email recipient can give further opportunities for customisation.
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