#13: Integrated Marketing: Unify your campaign with email marketing
Public outreach and engagement campaigns are at their best when unified themes connect every component of a campaign, each reinforcing the one before and the one that follows. New email marketing integration tools can help you sculpt and manage a flexible campaign that communicates important information while preserving the vision of the campaign goal.
What is email marketing integration?
As the name suggests, email marketing integration involves soldering useful digital tools to a standard email marketing strategy as a way of expanding, improving, or making the campaign more efficient. The connections give campaign emails new abilities and provide deeper insight into how the campaign is advancing. Platforms like HubSpot and Campaign Monitor can help target emails to different groups, automating the sending schedule and performing follow-ups for re-engagement as needed.
Here are a few ways email marketing integration tools can enhance email marketing campaigns:
Building and updating email lists. Email integration tools can collect data from those who want to opt-in, keeping lists up-to-date and ensuring everyone who wants an email gets one.
Targeting message content and style. Good email marketing is about directed messaging, not sending a firehose of emails. Integrated tools can measure and analyze how people respond and offer recommendations on improving reach and engagement.
Exporting to other channels. Email integration can funnel successful email marketing campaigns into other channels, such as social media platforms or direct mail.
How can these trends improve public engagement?
Get to know the community. A well-planned email marketing campaign sends messages on time and where they need to go—allowing you to improve relevance continually. 'Email marketing integration tools from MailChimp and Constant Contact, for instance, can handle all of the logistics on your behalf, pulling together sources and organizing who gets what emails.
Adapt to input. Integrated tools can report back on every aspect of an email's performance, including the recipient's location, the number of opens, and more; information you can use to tweak follow-ups and future email campaigns to engage more people with your project.
Optimize campaigns. Email marketing integration can be used to expand your message to new channels. Use your highest rated email to create social media posts and include links to social media accounts within the emails, using one method's success to open up communication on another.
Collaborate and Listen
Public engagement campaigns for civic planning projects are complex and often require quick adjustments as the project evolves and information needs to shift. The email campaign creates a unified message center, enabling you to reach more of your audience than a manual outreach. Changing to an integrated approach will automate distribution, enable quick message adjustments, collect helpful input, and open other social network channels—a big gain for a small change.
Interested in integrating these trends in your outreach? Give us a call today.
Arch Street Communications
251 W 117th St, NY, NY 10026
160 Wildey Street, Tarrytown, NY 10591
Tel: 914-821-5100 | Fax: 914-821-5111
info@asc-pr.com
asc-pr.com
asc-remote.com