Pulling It All Together

This month, DMNews is featuring In perfect harmony: e-mail works in-sync with other channels, a piece about integrated, multichannel marketing campaigns. The article, quoting a JupiterResearch study on combining e-mail marketing with other advertising outlets, focuses on the increased results marketers have seen by creating consistent messaging across many medias. An emphasis is placed on building a brand within a campaign as well as testing elements of the marketing program.

Using an effective web marketing suite can help you easily create, test and measure many aspects of an online marketing campaign by:

Presenting a Consistent Brand
Providing uniform email templates will ensure that you’re putting your best brand forward with every piece of correspondence. In addition to making sure you have the last word on all consumer interaction, the sales team will appreciate the templates because saves them time. This way, you can reign your more “creative” sales staff, let them think it’s all to benefit them and still get clean, concise communications. Plus, using templates gives you the option to create HTML emails that will tie-in with your other campaign initiatives.

Integrating Paid Search Campaigns
With emerging technology, you can go way beyond simple cost per click and cost per conversion. New programs are available that can calculate cost per vetted prospect, cost per opportunity, cost per sale, and marketing ROI by tying your paid search costs to yourCRM opportunity data. This will show you what’s working and where to cut the fat - letting you improve your campaigns and boost the bottom line.

Testing Landing Pages and Emails
If you use programs that provide the right metrics, it can be easy to test the effectiveness of your customer-facing communications. Landing pages can be tested using multivariate testing. This works in conjunction with paid search campaigns, automatically directing traffic to multiple landing page locations. By monitoring traffic to different the sites, you’ll be able to see which page has a better conversion rate, helping to determine the stronger campaign tactics. The same theory applies to emails - try out different subject lines, times of day and days of the week to see which combinations most successfully attract opens and click-throughs from prospects.