In the vast landscape of digital marketing, all efforts typically fall into one of three categories: earned media, owned media, and paid media. Each of these categories has a part to play in developing a comprehensive marketing strategy. While earned media (like PR and word-of-mouth) and paid media (such as advertising) are crucial components, the foundation of any sustainable strategy usually lies in owned media. One of the powerful tools in owned media is email marketing, a strategy that some wrongly consider to be outdated or ineffective in today’s spam-filled environment.
Saul Marquez, CEO of Outcomes Rocket, a globally recognized digital marketing agency focused on helping healthcare technology companies, firmly opposes the idea that email marketing is dead. “In contrast to belief,” he asserts, “email marketing is far from dead.” He emphasizes the need to shift away from viewing email as a tool for conversions and highlights its significance in fostering awareness and cultivating relationships within an integrated omnichannel strategy. Marquez and his team have been pioneers in using email as a cornerstone of their clients’s owned marketing efforts to enhance customer engagement and build lasting relationships beyond just making sales directly through emails.
The Strength of Email Marketing – Practical Tips
Email marketing continues to be a direct and efficient way to connect with your audience compared to social media posts or paid ads that may easily get lost or ignored in a sea of content out there. Whether it’s a well-timed newsletter, a special promotion, or an automated drip campaign, email can help you connect with your audience using tailored messages that lead to more sales and loyal customers while boosting brand recognition.
Marquez emphasizes the importance of utilizing email engagement by setting up follow-up campaigns for those who have opened an email. “An example would be reaching out through social media shortly after the email has been read and then following up with a phone call the following day,” he recommends. This approach strengthens your communication and adds a personal touch to the interaction process that helps your recipients feel valued and recognized.
Marquez also mentions that individuals who interact with email links show an interest level. For these users, Marquez suggests further engagement by interacting with them on social media through likes and comments on their posts and possibly inviting them to be a guest on your podcast. “This reciprocal engagement helps establish a bond and portrays your brand as sincerely interested in the individual’s input and presence.
For those new to this approach, Marquez advises keeping it simple. Start by adding at least 2-3 touchpoints based on email engagement metrics using different channels. For more advanced marketers, he recommends segmenting your email engagement further, creating separate follow-up strategies for those who only open the email, those who click on links, and those who reply. Each segment can have its own 2-3 touchpoints tailored to the level of interest and engagement. “The key to success in this strategy is consistency; by regularly following up across multiple channels, you’ll maximize your chances of converting engagement into action,” says Marquez.
If you’re just starting out with this method, Marquez suggests keeping it simple. Begin by incorporating 2 to 3 touchpoints that rely on email interaction data from varied channels. For marketers with experience in the field, he suggests diving deeper into segmenting your email interaction levels and creating separate follow-up strategies for individuals who simply open emails versus those who click on links or respond to them. Each segment should have its 2 to 3 touchpoints customized to match the level of engagement and interest shown. “The key to success in this strategy is consistency; by regularly following up across multiple channels, you’ll maximize your chances of converting engagement into action,” says Marquez.
The Omnichannel Approach: Amplifying Email’s Impact
Email marketing is the backbone of a robust owned media strategy, supported by other channels to amplify its impact. “When you send an email, follow it up with a social media message or a direct phone call. Reinforce the message with targeted paid ads that appear in your audience’s social feeds or during their web browsing,” he advises. Marquez also emphasizes the importance of in-person engagements, such as conferences, where you can build on the relationships initiated through email and other channels.
Podcasts and webinars play a role in the Outcomes Rockets approach by offering platforms to communicate profound insights and stories that connect with the audience effectively. To illustrate further, if an email campaign promoting a webinar has strong engagement but lacks registrations, Marquez suggests reinforcing the message via social media posts, sending direct messages to important prospects, and including a mention in a podcast episode. This collaborative approach guarantees that the message is seen multiple times through different channels, boosting the chances of engagement and conversion.
A Multi-Legged Strategy: The Table Analogy
Marquez compares a successful digital marketing strategy to a sturdy table. “A table with only one leg – whether it’s email, social media, or paid ads – will quickly topple. However, if you have three legs backing your strategy up, the table stands strong and steady,” he explains. Each marketing channel complements the others to form a rounded and efficient marketing strategy.
Email marketing continues to be an asset for digital marketers in this fast-paced digital landscape. Especially when incorporated into an all-encompassing omnichannel approach to marketing strategies. By blending email marketing with social media direct messages, phone calls, paid ads, and activities like attending conferences or hosting webinars and podcasts, Outcomes Rocket ensures that clients have a compelling and broad-reaching marketing plan that resonates with their target audience. As Marquez concludes, “A well-rounded strategy is like a sturdy table – it’s the combination of multiple strong legs that makes it stand firm.”
