Posted this somewhere else in November but it should be here too. Email marketing and cross-channel marketing solutions provider Responsys has published an email marketing guide for online retailers.
The publication, called “The Retail Email Guide to Multichannel Engagement: How Email Marketing Drives Interest in Other Sales and Marketing Channels”, discusses the growing need for cross-channel marketing coordination and explores how leading online retailers are promoting and leveraging other channels, such as mobile and social, in their email marketing messages.
Nearly 80 percent of marketers say they are executing cross-channel campaigns to some degree, according to MarketingSherpa.
All indications suggest that more marketers are adopting a cross-channel approach and that their level of integration is deepening.
“With the growing emphasis on cross-channel marketing, email has emerged as a favorite,” said Chad White, Research Director at Responsys and author of the guide. “In addition to being the undisputed preferred channel for deals and promotions, it excels at raising awareness of and driving traffic to other channels. As an established, ubiquitous, and inexpensive channel, email is the ideal partner for most other channel initiatives.”
The guide also examines the ways that email marketing has been used to support other channels by leading online retailers tracked by the Retail Email Blog.
Social email marketing: email marketing meets social networks and blogs in retail
The guide found that email has become a strong component of retailers’ efforts to grow their followings on Facebook and Twitter.
As of July, more than 30 percent of major online retailers were running “join our community” efforts in their email campaigns.
Furthermore more than 15 percent of major retailers link to their blogs at least occasionally from their emails, using them as the landing page for articles and contests. However, most of those references are small and buried deep in retailers’ emails.
Finally the guide found that mobile plays a small role in email marketing messaging currently, with less than 10 percent of major retailers promoting SMS subscriptions, iPhone apps and mobile sites.
You can order a copy of the guide via this link.