The Mandate to Integrate by 1B7yn2


									The Mandate to Integrate                         Here are eight tips to help you get started
By Karen J. Bannan                               managing your own integrated e-mail
                                                 marketing program:
Online marketers should strive to make sure
their efforts fit into an overall multichannel
                                                 Start at the beginning. A campaign will
                                                 work better if you plan from the
                                                 beginning to make it multichannel.
Last fall, when DATA Inc., an IT                 When you decide on an integrated
solutions provider, introduced a new             strategy after the initial planning work
global project management tool, the              has been done, you lose out on
company marketed the product using a             economies of scale, said Scott Million,
combination of a webinar, direct mail,           VP-business development for LeapFrog
social networking, telemarketing and e-          Interactive. “Depending on how many
mail marketing. The company designed             different [venues are used], you’re
the webinar to explain what the new tool         looking at 10% savings if you've got two
does and publicized it using direct mail,        pieces of creative. If you’re going to
telemarketing and e-mail marketing. If           have three—say a banner, e-mail and a
an e-mail came back undeliverable,               microsite—you’re looking at a 20%
DATA used LinkedIn to reconnect with             savings.”
the contact.
                                                 Bring all involved parties together.
DATA hasn’t always integrated its                Your media planner or advertising
marketing efforts so thoroughly, but             agency may not see e-mail as a key
when George Nikanorov, the company’s             advertising channel. It’s up to you to let
head of marketing, took over his current         them know that it is—and that leaving it
position, he began preaching integrated          out of the overall planning cycle is their
marketing strategies and developed a             first and biggest mistake, said Loren T.
strategy to match. Nikanorov was                 McDonald, VP-industry relations at
pleased with the outcome: The webinar            Silverpop, a provider of e-mail
was attended by about 3% of the 600              marketing solutions.
people who were marketed to, he said.
                                                 Use common logos and messaging
“Overall, it was a success,” Nikanorov           across the board, including off-line
said. “At the end of the day, even if they       efforts. DATA Inc.’s Nikanorov sent out
didn’t come to the webinar, we were              a direct-mail piece publicizing the
constantly in front of them,” he said.           company’s webinar and was able to
                                                 leverage that work by reusing the card’s
Experts and industry insiders agree. “If         imagery and wording in an e-mail
you don’t integrate e-mail with other            campaign. He also used similar
channels, you’re going to lose customers         campaign elements on a display banner.
and lose money,” said Julie Katz, an             “Yes, you have to tailor a bit based on
analyst with Forrester Research. “When           channel, but you have to think how
you integrate, the message resonates so          things will play out and develop a
much more. You can start small, do it            consistent message,” he said.
and see how it works.”
                                                 The call to action should also carry
through from one medium to the next, so     product information, but what you may
if you offer something in your e-mail       not find is an opt-in option, McDonald
newsletter, make sure that exact offer is   said. “The average paid search
visible when people get to your landing     conversion rate is 2% to 4%. If you’re
page, white paper or microsite, said Ian    spending $100,000 on Google AdWords,
Wolfman, partner and senior VP of           the value of e-mail becomes, ‘What do
digital agency imc2.                        we do with the other 96 or 98 people?’ It
                                            doesn’t take away from the main
Use company-specific words and              conversion goal, but an e-mail opt-in can
phrases. It’s important not only to use     become a very strong secondary call to
industry terminology but also company-      action,” he said. If you get them to opt
specific terminology in search, on your     in, your ROI goes up when—several
Web site and in display ads. Yet many       months or even several years out—a few
marketers ignore this when writing e-       more of those people convert to
mail copy. They don’t apply their           purchasers, he said.
strategy to their newsletters, said Joel
Book, director of e-marketing education     Make integrated buys, but save for
for ExactTarget, a provider of e-mail       last-minute deals as well. If you’re
marketing software. “[Using] SEO—and        renting or sponsoring an e-mail list, you
specifically organic search—to attract      can boost your effectiveness by buying
potential e-mail subscribers to your Web    display ads on the company’s or
site is one of the most cost-effective      network’s Web sites, LeapFrog
things b-to-b marketers can do to build     Interactive’s Million said. “If users have
their subscriber data-bases and expand      seen your display ads, they are more
the reach of their e-mail                   likely to recognize your company and
communications,” he said.                   click through in the e-mail,” he said. “It
                                            helps with brand awareness.”
Use your site’s search function to help
target messaging. If someone logs on        You may also save money since many
and searches for a specific product,        publishers and networks offer bundled
you’re missing out if you don’t use that    discounts when making such a purchase,
information to target messaging, Katz       he said. The deals can be even better as
said. “You don’t want to be too obvious     you get closer to insert date, so if you’ve
or Big Brother, but if someone was just     got a banner ad in your back pocket,
searching for an office chair, you can      Million said, you can often get a steep
send your regular e-mail message and        discount for a last-minute placement.
end it with a message about that chair
and maybe one or two other models so it     Use mobile marketing to capture e-
doesn’t seem so overt,” she said. If        mail addresses. Texting has overtaken
you’re not already doing similar            calling on mobile phones according to
triggering based on integration with your   Nielsen Mobile, a service of Nielsen Co.
CRM system, you should be, Katz said.       With so many people texting, it’s a good
                                            idea to use offline media such as
Use e-mail to nurture paid search           billboards, print and television
prospects. If you click through on most     advertising to encourage prospects to
paid search ads, you'll find plenty of      text their opt-in to your e-mail marketing
program, said Jeanniey Mullen, the     slide,” she said. “When someone gives
founder of the E-mail Experience       you their address, they are saying, “I
Council.                               want to do business with you.”
                                       This article originally appeared in BtoB Magazine on
“I’m a huge fan of asking for e-mail   January 19. 2009
addresses wherever you can—at the
trade show, on your last PowerPoint

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