Among businesses going digital, email remains a popular marketing channel in Singapore. It is one of the most effective methods for mobilizing contacts. You can personalize an email to address each recipient individually as if each of them thinks they are the only one to receive it from the sender, therefore they should feel their interest has been served.
However, email marketing is not a winning strategy on its own. Rather than using it as a one-off tool, your marketing efforts will be far more successful if you properly integrate email marketing with social media marketing and mobile marketing.
Email & Social Media Integration
It is evident that email strategies that are integrated with social media produce better results. Studies show that 65% of the top 20% of B2B marketers integrate email with social media for the purpose of lead generation, compared to the industry average of 51% (Aberdeen Research).
Fortunately, integrating social media into your email strategy is easier than you might think. Here are some tactics to help you get started:
- Adding social media sharing and follow buttons to your emails will increase the reach of your emails beyond the recipients in your database. By increasing the visibility of your brand, you are more likely to generate new leads.
- Send emails based on social media insights. By using integrated marketing analytics, you should be able to see a list of email subscribers and leads who have mentioned your company on social media platforms. You may like to send them a follow-up email with targeted information in addition to responding to those highly engaged social leads.
- Grow your email list through social media. Leveraging your social media presence gives you additional channels to build your email list, thus improving the awareness of your brand. For an example, consider placing a call-to-action on your Facebook page. Ensure that you spell out clear benefits to email subscription so that you can turn your social media followers into subscribers.
Email & Mobile Integration
Creating a strategy to reflect the way recipients open and read emails is going to be extremely important in the coming years. Studies show that 48% of all emails are opened on mobile devices, and 69% of mobile users delete emails that are not optimized for mobile viewing. However, it is surprising to note that only 11% of emails are mobile-optimized. Here are some tactics to make your email strategy mobile-optimized:
- Test your email templates to see how it appears on different mobile devices.
- Ensure the call-to-action buttons and links are easy to click for readers using touchscreens.
- Create both plain text and HTML versions of your email.
- Use descriptive text under the images, in case it does not appear.
- Optimize the landing pages and forms of your email links so that mobile users can easily fill out their information.
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