One of the hardest parts of email marketing is getting your email to stand out in the inbox. What if there was a way to not just get it noticed, but have people looking out for it? That is where integrated email marketing comes in. Creating a campaign with email as the second touch point lifts the open rate of your emails. The great thing about using multiple touch points is that it allows you to convey more information and reinforce what you stated in the first touch point. Let’s look at the best ways to create good integrated campaigns.

  1. Choose your touch points: Start with laying out your plan. Who are you going to send to, what are the best ways to reach them and how will you structure the campaign? In many cases the first touch point is direct mail. This is a great way to start off since you can track mail delivery and then send a triggered email once the direct mail has been rcvd.
  2. Call to action: This is a very important step. You need to make sure that you have a clear call to action not just in your email but in all the touch points. If you send out a campaign that does not have a clear call to action, people will not respond. You must tell people what you want them to do and why they should do it. What’s in it for them by responding to your call to action?
  3. Delivery: Make sure when you are setting up your delivery schedule for each touch point that you consider the time between them. If they arrive too close together they may be seen at the same time and then you lose the benefit of multiple touches. The same goes for too far apart, they can be forgotten between touches. Try to allow a 3 to 5 day lead time between touches in most cases.
  4. Message: For the best results it is important to carry the same message throughout your touch points. Do not jump from point to point or you lose the impact of the multiple touch points. Your messaging needs to be clear, concise and consistent. This does not mean that you use the same words over and over which would be boring and a turn off, what it means is that the message stays the same while you change the wording, method and tone. Don’t be afraid to spice it up between touches and it is fun to add in humor as well.

Remember that you will need to be tracking the responses on not just your email but all your touch points so that you can see what is working and where you need improvement. This is an ongoing process that will lead you to better marketing. Once you have a baseline on each touch point you can create test groups to try out different wording or tone add humor to one and not another, in general just try out new things and see what works for you. Email marketing when done correctly and in conjunction with other touch points can really provide a great response.

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