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.
5. DO use permission best practices for search engine and social media marketing campaigns to capture quality leads and valid email addresses. Marketers who aren’t steeped in best email acquisition practices might not see the immediate need to verify email addresses they collect from prospects via search and social media, but it’s critical to reduce negative effects.
6. DO calculate the cost of email bounces and spam complaints your SEM leads and campaigns can generate. Irrelevancy is behind the key reasons why SEM campaigns generate complaints from prospects that opt in via email for more information or offers. Avoid this by reviewing ad copy and keyword bidding for relevance, and by eliminating ad networks that generate lower-quality leads. Be sure you stay on top of deliverability reports and spam complaints forwarded from ISPs, and act immediately if blocks and complaints start to spike.
7. DO focus SEM ad spend on campaigns that don’t affect email deliverability. Your goal is to run campaigns that generate high-quality leads whose email addresses won’t bounce or generate spam complaints. Begin by selecting keywords with the highest relevance for your intended market. Refine your selection process for precise targeting.
Instead of “appliance replacement parts,” you might find that “Kitchen Aid blender parts” is a better fit. Follow up with equally precise text in your search ads. Then, test various opt-in forms to find the optimum number of fields that sift out lower-quality leads without scaring off more motivated prospects.
8. DO work closely with your entire marketing team. Keeping everyone on the marketing team in the loop can be complicated, especially if your individual efforts aren’t coordinated. By integrating your whole team into your marketing efforts, you help build your online reputation and positively impact deliverability, so it’s well worth the concerted effort.