As a marketer, you know that reaching your target audience in today’s digital age requires a multichannel approach. With so many channels available, it’s crucial to integrate your marketing efforts to create a cohesive customer experience.
In this article, we’ll discuss how email marketing fits into a broader multichannel marketing strategy and provide examples of successful integrated campaigns.
The Role of Email Marketing in a Multichannel Strategy
Email marketing is the channel that ties all of your other channels together, providing a direct line of communication with your customers.
By integrating your email marketing efforts with your other channels, you can create a seamless customer journey that increases engagement and drives conversions.
For example, you can use email marketing to drive traffic to your social media channels. By including links to your social media profiles in your email campaigns, you can encourage your subscribers to follow you on those platforms, where you can continue to engage with them.
Similarly, you can use your social media channels to drive traffic to your email campaigns. By promoting your email newsletter on social media, you can encourage your followers to sign up for your list, providing you with another touchpoint to communicate with them.
Email marketing also plays a crucial role in your content marketing strategy. By sending your subscribers regular newsletters, you can keep them informed about your latest blog posts, whitepapers, and other content. You can also use email to promote your content, encouraging your subscribers to read it and share it with their networks.
Finally, email marketing is an excellent channel for driving sales. By sending targeted promotional campaigns to your subscribers, you can incentivize them to make a purchase or take other actions that drive revenue.
However, finding the right email addresses for your audience can be very difficult. Email extractor tools like GetEmail.io become a perfect rescue. Its extensive AI-based algorithm can find email contacts on platforms like LinkedIn, Salesforce, Gmail, etc.
Successful Integrated Campaigns
Let’s take a look at some examples of successful integrated campaigns that leverage email marketing as the hub of a broader multichannel strategy.
Example 1: Nike
Nike is a brand that excels at multichannel marketing. One of their most successful integrated campaigns was the “Your Year with Nike” campaign, which used email, social media, and in-store experiences to engage customers.
Nike sent personalised emails to subscribers that provided them with a summary of their year in fitness, including the number of miles they ran and the number of workouts they completed. The emails also included links to social media channels where customers could share their achievements with their networks.
In-store experiences included personalised photo opportunities, customised workout plans, and exclusive events for NikePlus members. The campaign was a massive success, driving engagement across all channels and increasing sales for the brand.
Example 2: Birchbox
Birchbox is a subscription box service that leverages email marketing to drive engagement and sales. Their email campaigns include personalised product recommendations, exclusive offers, and targeted promotions.
Birchbox also integrates its email marketing with its social media channels, using Instagram to showcase its products and encourage customers to share photos of their Birchbox unboxing experiences. They also use email to promote their blog and other content, driving traffic to their site and increasing engagement.
Finally, Birchbox uses email marketing to drive sales by sending targeted promotions to subscribers based on their purchase history and behaviour. By using data-driven insights to personalise their email campaigns, Birchbox has achieved impressive results, including a 20% increase in revenue.
Conclusion
In today’s digital age, a multichannel marketing strategy is essential for reaching and engaging your target audience. Email marketing is the hub of that strategy, providing a direct line of communication with your customers that ties all of your other channels together.
To enhance your impact online, integrating email marketing with other marketing strategies becomes the best option. And of course, including email marketing in the strategy doesn’t cost you a tonne of money. That’s the speciality of this marketing technique: you can plan a perfect idea with a minimum budget.
So, why spend a minute more thinking of the best strategy? Get on with email marketing right away!
