Given the high ROI of email marketing, it is extremely advisable that your mailing campaigns are integrated into your multi-channel marketing strategy.
Here are some considerations to achieve a good integration:
- Email is a complementary channel. Do not consider the email competition from other channels you use. It is an additional media, another option for your potential customers to interact with your brand.
- Each channel has a distinct audience: A subscriber to your newsletter is not the same than a fan on Facebook or a follower on twitter. They are different audiences that communicate and connect with your brand in a different way. Treat them independently. Custom your interaction with your customers and contact them through the channel that best suits their needs and preferences.
- Global Message. Keep it consistent when communicating in the different channels you use and avoid sending out mixed messages.
Source: DMA Marketing Guide
