Mastering the Mix: Email's Vital Role in Integrated Marketing
It's widely acknowledged that orchestrating a well-integrated campaign, spanning multiple channels and touchpoints, significantly outperforms strategies reliant on a singular channel. This approach not only maximizes reach but also fosters deeper engagement and strengthens brand resonance.
At LBDigital, we specialize in providing third-party email, postal, and digital data, complemented by our own Email Service Provider (ESP) for high-volume email campaigns. In this blog post, we’ll explore the pivotal role email data plays in integrated marketing strategies, particularly when combined with direct mail. Let's dig into why email data is indispensable in today's marketing landscape and how it seamlessly integrates with direct mail to elevate your campaigns.
Integrating Email into the Mix
Email remains one of the most powerful channels for reaching and engaging customers. According to the 2023 Square Future of Commerce report, 60% of consumers said they prefer to be contacted by businesses via email. 59% of consumers are influenced by email marketing in their purchase decisions, while just over 50% buy from marketing emails at least once a month.
Email’s versatility allows for a myriad of marketing strategies, including retargeting, nurturing, and follow-up from activities on other channels. At the start of the funnel, email can warm up leads and nurture them towards conversion. Through targeted email campaigns, marketers can deliver relevant content and offers to prospects at different stages of the buyer's journey. By providing valuable information, addressing pain points, and building trust over time, email nurtures leads and keeps your brand top-of-mind until they're ready to make a purchase. Integrating email data with other channels such as display and CTV allows for a cohesive and personalized nurturing experience, enhancing engagement and driving conversions.
Further down the funnel, email retargeting comes into its own. Email data enables marketers to retarget customers who have shown interest in their products or services but haven't made a purchase or taken the desired action. By leveraging email engagement data, such as opens, clicks, and website behavior, marketers can craft personalized retargeting campaigns to re-engage these prospects and drive conversions. Whether it's sending reminder emails, offering exclusive discounts, or showcasing relevant products, email retargeting can effectively nurture leads through the sales funnel.
Email also serves as a powerful follow-up channel for activities initiated on other channels, such as CTV and display. Whether it's sending a reminder email after a CTV ad has been shown or following up after a display ad has been clicked, email enables timely and relevant communication that reinforces your brand message across touchpoints.
Email & Direct Mail: A Ideal Match
Direct mail provides a tangible touchpoint that complements the efficiency of email marketing, allowing marketers to connect with customers on a deeper level. Imagine a customer receiving an enticing email offer, followed by a beautifully crafted direct mail piece that further reinforces the message. This multi-sensory experience leaves a lasting impression, increasing the likelihood of conversion and nurturing long-term brand loyalty.
When combined with direct mail, email data unlocks a myriad of opportunities to create personalized and memorable experiences for customers as it empowers marketers with insights into customer preferences, behaviors, and interactions. By leveraging email data for segmentation and personalization, marketers can tailor direct mail campaigns to each recipient's preferences, driving higher engagement and conversion rates. According to UPS’ The Future of Direct Mail is Here and It’s Dynamic, combining digital and direct mail can increase response rates by 63%, website visits by 68%, and leads by 53%.
In addition, the marriage of email data and direct mail opens new avenues for measurement and optimization, providing valuable insights into campaign performance and customer engagement. By tracking response rates, conversion metrics, and customer feedback across both channels, marketers gain a holistic view of campaign effectiveness, enabling continuous refinement and improvement. This data-driven approach ensures that marketing efforts remain agile and responsive, adapting to evolving customer needs and market trends.
It’s clear that email is instrumental in driving successful integrated marketing campaigns, particularly when combined with direct mail. Whether it's retargeting, nurturing, or following up from activities on other channels, email empowers marketers to deliver personalized experiences that resonate with customers. Unlock the full potential of your marketing strategy with email data and activation from LBDigital.
LBDigital provides superior targeting on email with 30,000 opt-in segments as well as custom audiences, retargeting & website pixeling. Plus our email infrastructure stands head and shoulders above the competition, thanks to our specialized ESP which ensures customer acquisition success, deploying 1MM records in 24 hours.
Learn more about our email activation offering or get in touch to discuss your needs.