Integrate Insight Emails Into Your Multi-Channel Marketing

Email is here to stay as a marketing tool – but insight emails are a relatively new tool in the marketer’s toolbox. In fact, these highly personalized email messages – according to Nielsen – are among the most effective methods for inciting contacts to heed a call to action. 

But, these emails are not meant to “stand alone”. In fact, instead of using your email ads an isolated marketing tool, you’re much better off integrating it with other inbound marketing channels like social media, blogs, and mobile. 

Insight Email + Social Media 

Integrating social media into your email strategy is as easy as 1-2-3:

1. Add social sharing buttons to your emails. 
   Letting recipients share and follow your emails and posts with a simple button-click is a great way to expand the visibility of your content to other like-minded new leads.  
2. Send emails based on social media insights.
   Send targeted emails to subscribers who have mentioned you on social media. In addition to responding to those highly engaged social leads, you might also send them a follow-up email with targeted information. 
3. Grow your email list through social media.
   Give followers are reason to subscribe to your email list by placing a CTA on your Facebook page with a clear listing of the benefits of doing so. 

Insight Email + Blog

If you want people to subscribe to your blog, you need to encourage blog subscriptions! One of the best ways to do this is to clearly emphasize email subscriptions. Remember, there are two ways your visitors can subscribe to your blog -- via RSS and via email. While both are valuable, email subscriptions can often have a much bigger impact than RSS subscriptions. Since subscribers get emailed whenever new content gets published (compared to RSS, which subscribers have to manually check on their own), email has the potential to seriously boost your blog traffic.

Once you successfully attract new subscribers to your blog, emails can also help you maintain those subscriptions and nurture them into leads. Welcome emails are one great way to do that -- they show your new subscribers you appreciate having them as part of your subscriber community. Plus, those people just opted in to get even more email delivered to their already cluttered inboxes. That's a pretty good audience to have.

Building up your blog email subscription is also critical for nurturing. A blog subscriber may not be considered a sales-ready lead quite yet, but the more free blog content they receive, the more likely it is they'll convert into a lead later down the road in one of the posts you send them. The best news? That lead is already educated because of all the great blog content they've been reading, thus more likely to advance through the sales process quickly.

Insight Email + Mobile

We’ve all clicked on a web page that looks absolutely unrecognizable on a mobile device – perhaps (eek!) it’s even been our own. 

Your marketing strategy needs to reflect the way your targets are receiving emails. According to Litmus, 48% of all emails are already opened on mobile devices and 69% of mobile users delete emails that aren’t optimized for mobile devices. 

But – only 11% of emails are optimized for mobile!!!

If you’re sending marketing emails, you need to test to see how they look on various mobile devices (phones, iPads, tablets, etc.). If they look like junk, you guessed it, they’ll be marked as junk.  

A few simple insight email tips for mobile: 

• Make sure the CTAs are easy to act on with buttons that are clickable on touchscreens. 
• Offer both plain text and HTML email versions. 
• Always use descriptive alt text under images in case they don’t display on a device. 
• Optimize landing pages/forms linked to in the email so filling out the info on a mobile device is easier

What other ideas do you have on combining marketing modalities into a cohesive, multi-channel whole?