 It’s not uncommon for marketers to invest a lot of time in building their online marketing strategies. Usually one team is devoted to email marketing, and another team is responsible for the website. Both are very important, but are the two groups collaborating with each other, or are they working completely independent of each other? Let’s talk more about why each one is important, and when it's important to combine efforts.
Email marketing is a great way to immediately engage your clients after they have signed up. For example, you can make them feel special with a unique offer or even follow-up immediately after a purchase has been made. Furthermore, with email marketing you can directly identify which of your readers has opened an email or clicked a link. So why wouldn’t you want to invest time into making sure your email messages get attention and all the wanted hits?
Website Marketing
Then there is the ability to market through the website. With a website you can reach the connected world without even knowing who they are. Through organic and paid search you ensure that your website can be found by qualified prospects. And you can make your existing customers feel special by enabling them to log in to their own accounts that contain their purchase history and preferences. Again, the goal is to get hits and gain popularity and interest in your website.
Integrated Website & Email Marketing
So with the two having a common goal, why not make sure that your email marketing represents your website and vice versa? You’d be surprised how many marketers really emphasize the offers online, but fail to advertise them via email marketing. Or simply disregard synchronizing the look and feel between email and website. At the end of the day, you want your users’ experience to be seamless. You want them to recognize your email and associate it with your website, so when they randomly want to share it with their friend/colleague, they can easily type in your website address because it's top of mind.
When your entire marketing program works synergistically together consumer responses will most likely increase, and you can begin segmenting your email campaigns based on behavioral data gathered from website activity. Again, it’s about making people feel special and encouraging them to click and convert.
So long story short - if your marketing department isn't coordinating efforts, it’s time to reevaluate agendas and unify for one common goal.
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About the Author
Ghia Espino is an account manager at Lyris. She strategizes with clients to improve their online marketing performance and works as their Lyris advocate.
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