Never before has there been such an abundance of channels to reach and engage your entire target market. Email, social media, mobile and search can complement and amplify your marketing program when integrated, an approach my firm refers to as tri-messaging.
To maximize integration among your online marketing channels and ensure optimal email deliverability in the process, consider the following dos:
1. DO make relevance your priority. Choose keywords that accurately reflect your brand and the customers you want to attract. To ensure relevant and consistent messaging across all channels, incorporate your keywords and offers into landing pages, email marketing and web content. Consistency and relevance builds measurable engagement with your communities and results in higher email list growth and reduced churn due to unsubscribes and spam complaints.
2. DO personalize email communications. It's important to connect quickly with searchers who click on your listings, but sending a generic email follow-up can turn a hot prospect cold in seconds and hurt your deliverability. Dynamic content that leverages the data you collected on that search — the referring search engine, the query, your keywords, the ad the prospect clicked on, the campaign ad group — can be used to create a personalized, highly relevant and timely follow-up email message.
3. DO ensure continuity in design and messaging. You can achieve maximum branding value and trustworthiness with consistent use of your brand, logo, company colors and design templates, as well as messages, blogs, or Facebook posts and Twitter tweets that reflect your company and your purposes for each channel. While the content you post in each channel can vary according to your audience — e.g., your Facebook fans might be quite different from your email subscribers — your messaging should reflect the goals you've established for each channel.
4. DO use social media to share content. Anything you post online may appear in highly placed organic search results. Leverage your blog, fan pages and Twitter channels to announce product launches, post contact information and cross-post email marketing campaigns. Provide a sneak preview of your regular e-newsletter by featuring a benefit-driven invitation to subscribe and a link to your email opt-in page. Maintaining a positive online reputation via social media helps establish trust and loyalty among new and existing customers, leading to increased reach and improved email deliverability.