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  • Writer's pictureLindsey Deeter

THE INTEGRATED APPROACH: EMAIL MARKETING

Updated: May 23, 2023

Email marketing can be a powerful tool for small businesses looking to increase their reach and engagement. However, it can be difficult to know where to focus your marketing efforts.


The Integrated Marketing Approach is a multipurpose tool that can be used throughout your social channels. This approach focuses on combining different marketing channels in order to create an effective marketing strategy. In the case of email marketing, this means using your email alongside other social media channels, search engine optimization (SEO), and content marketing to grow and expand your customer base. For more information read “Why the Integrated Marketing Approach is Optimal for Small Businesses.”

1. Increased Engagement and Reach


The integrated marketing approach is a crucial way to engage your audience and increase your reach. Using secondary social media platforms to promote your email newsletter and encourage people to subscribe is an effective way to deliver a consistent message across platforms. Another way to increase your engagement is to create blog posts that drive traffic to your website, where they will be subtly encouraged to sign up. The more you link back to your own social platforms, the more likely you are to heighten your reach and engagement.


2. Targeting with Data

Targeting your data and audience is a critical aspect of successful email marketing, and the integrated approach can help you do this more effectively. By combining data from multiple marketing channels, such as social media, website analytics, and customer feedback, you can gain a more complete understanding of your target audience's interests, preferences, and behaviors.


For example, you can use data from your website to identify what products and services are generating the most interest, or what pages are most popular. This data can be used to create targeted email campaigns promoting popular products, ultimately bringing in more customers.


3. Credibility and Brand Awareness


Using an integrated approach is a great way to build credibility and brand awareness. By using multiple channels, you can establish a recognizable brand presence that customers can easily associate with your business. Use email marketing as a way to continually build on the relationship with your audience and reinforce your company's brand identity.


4. Improved ROI


Email marketing produces a large ROI (Return on Investment), with an astounding 4,200% ROI, email marketing topped the charts in 2022. In fact, it generates $42 for every $1 spent, topping social media. By using multiple channels to reach your audience, you increase your chances that customers will engage with your email list, content, or website.



It is important to measure the success of your email campaigns and make adjustments as needed. By tailoring your email campaigns to your audiences' needs, you increase the chances of them signing up, purchasing or clicking on your website.



The integrated approach offers countless benefits to small businesses looking to grow and engage their audience through email marketing. If you’re not already taking an integrated approach to email marketing, now is the time to start. Ezer Digital Consulting is perfect for your small business needs! Contact us today for a free consultation in helping start your integrated approach to social media marketing.



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