Putting email marketing in its place

5 minute read

Email marketing is a great way of ensuring your subscribers can keep up to date with your content, deals, events and other goings-on. Of course, we would say that – it’s what we do best. But certain kinds of content are more suited to email marketing than others. What if your content is too long and wordy – or not long enough? What if you just have some pictures to promote? What if you want to run updates throughout the day? If you send too frequently, or your campaigns are too image-heavy, you could risk hitting spam filters – or worse, losing subscribers.

While we love our email marketing, we also love the fact that it isn’t the only way to address your online audience. There are plenty of other platforms which you can use alongside your email marketing to extend your online presence. This makes sure you aren’t bombarding your subscribers with emails, and also ensures that they get the right message from the right place.

Your website

While most of the information here will be static, that doesn’t mean you can’t keep it up to date. Most companies incorporate their blogs directly into the website (like we do), and another popular option is a brief ‘updates’ box on the homepage which you can add snippets of content to every few days. These can include anything from major upcoming events to changes around the website; this can be especially effective for increasing traffic to other parts of the site. In addition, RSS feeds make it easy to automatically pull content onto your website from other sources, like social media platforms.

Twitter

Twitter is a hard platform to ignore with its staggering 250 million estimated monthly visitors and its unique quality of combining informative content with punchy delivery. In terms of marketing, it’s especially useful for when you want to reference other content you’ve recently published, such as links to your email campaigns, updates to your website, new blog posts and so on. It’s also great for staying fresh in your followers’ minds without smothering them. Filling your subscribers’ inboxes with emails will quickly turn them off from your content, but repetition and frequency is expected on Twitter (within reason). This can be used effectively for competitions with looming deadlines or fast-approaching events.

Facebook

You only need to glance at the new upcoming news feed to see that Facebook is becoming more and more visual every day. And that brief glance is what makes Facebook great. In the same way that Twitter has its niche 140 characters, Facebook is ideally suited to sharing images. The EdgeRank algorithm means that the more your followers interact with your page, the more likely they and others are to see the content you post, which makes it an ideal platform for sharing fun and informal content rather than significant updates. Most people go to Facebook to socialise, so you can save the seriousness for the inbox and use it to build a more personal connection with your audience.

And back to the email marketing!

Don’t forget to set aside some content for your email campaign. As you can personally address your subscribers by name, this is a good place to talk about things that might affect them directly – changes to your services, relocations, new products or deals and so on. As your email campaigns could be seen as the most ‘official’ channel between you and the subscribers, you could even use it as a grounding point to sum up your other online presences and help your readers discover it all.

Obviously no single one of these channels is sufficient for a complete and rounded online marketing strategy. That’s why it’s important to utilise them as widely as possible, without spreading yourself too thinly. If you take care to decide which platforms are most appropriate for your content and your business, they will complement each other effectively and help you maintain an effective online presence and nurture great relationships with your subscribers.

How do you decide which channels are right for your content? Do you always distribute content in the same places, or do you shake it up every now and then? Leave us a comment below to let us know – we’d love to hear from you.