When it comes to launching a new digital marketing campaign, there’s a lot to consider. You need to align your campaign across teams and make sure each platform (and team member) is ready to do its job.
Are your current digital marketing campaigns telling a complete story? Are they bringing clarity or vision? Are your campaigns clearly defined in your content marketing strategy?
These questions can be tough to answer. For a lot of digital marketers, creating a campaign that is thorough, complete, and cohesive can sometimes turn out to be scattered, vague, and cursory.
As you create new campaigns, you need to make sure your email strategy is as robust as possible. It shouldn’t be an afterthought, as email generates £34 for each pound spent. Additionally, you are 6x more likely to get a click-through from an email campaign than you are from a tweet.
To help you raise the level of your next digital marketing campaign, here are 5 ways to use email in your next digital marketing campaign.
1. Standardise design across channels
Perhaps the most important piece of a digital marketing campaign (alongside messaging) is to standardise the design of your content. It’s vital to create a complete and comprehensive vision for the campaign.
People are going to view your content on desktop, on mobile, in email, on social, and on your website. These combinations create a wide variety of experiences that must be consistent. Losing consistency could weaken the effect of your campaign.
Need an example of how this is done? Schoolhouse ran a content marketing campaign about their founder. You can see the cohesion between design on their website, email, and social media.
GIVE IT A TRY
Before launching your next digital campaign, think about all the channels on which you’ll want to push content and place them in a list. Then have your designers create assets for every channel before even beginning to publish content, so you’re sure you have all the right designs in the right places.
2. Build a cohesive message
Similar to design, your campaigns need to have a cohesive message.
Write down the core message you’re trying to deliver in your digital campaign. Boil it down to one phrase. Then create various bullet points for the other points you want to make, and place those in priority of importance. Now you should have a range of messages you can use, all with different lengths, so you can pick and choose based on the appropriate platforms.
3. Introduce a story with email
A great tactic is to use email as an introduction to the story of your content or product.
You can provide a snippet from your digital campaign messaging, hitting on the most enticing points. This will inspire your customers to click through, where they can find more context and convert to the action you’re calling them to.
4. Tell a story with email
Another tactic within email storytelling is to give it all away (or almost all of it) in a single email. A lot of email viewers don’t expect to see an entire story when they’re opening up an email. Usually, it’s a lot of scrolling, little clicking, and even less reading. However, changing the pace with some hearty text can create interest in the piece.
While you don’t want to give away the entire story in a single email, you can definitely give away a handful of paragraphs.
5. Highlight unique and interactive content marketing media in email
What’s meant by “unique” may be different depending on your content marketing strategy or industry, but unique still remains separate from just text. To name a few types of unique content: videos, quizzes, games, polls, and GIFs.
Using an interactive piece as part of a bigger digital marketing campaign, you can entice viewership by posting these elements in emails. Since interactive content can boost click-through rates upwards of 26%, it’s a great idea to use these types of media to get readers to click through, where you can present a more complete view of your campaign.
Email can serve as a powerful tool to make sure your next digital marketing campaign is a success. Bringing a cohesive design and messaging to your content marketing campaign, you can use email as the bridge for your subscribers to experience the story your campaign is telling.
If your digital marketing lacks consistent content design, we can help. Creating design for all media is our speciality – with the skill and knowledge to produce consistent branding across websites, email marketing, social media and printed marketing materials.
Contact us to discuss your digital marketing content…
FactorEmail is the email marketing service provided by FactorEstudio. We are a Campaign Monitor Agency.
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