Marketing is becoming increasingly fragmented with many more channels via which people communicate. As a result, the way consumers get their information has also changed - even online users don't rely solely on email anymore.

At the same time, traditional advertising still serves an important purpose. So the challenge for marketers is figuring out how to integrate their offline strategies with newer Web 2.0 strategies, enabling customers and prospects to choose their communication preference.

True measurability is what separates email and online marketing from offline marketing strategies. Email also offers the ability to target people with customized and relevant messages. So it just makes sense to synchronize your email marketing with other media channels rather than executing each one independent of the other, including other targeted messaging tools such as mobile and social networking.

E-mail is an excellent channel to integrate with other channels, whether it's a follow-up to a direct mail piece; a remarketing e-mail after someone makes a purchase on a Web site; or an e-mail campaign tied to a loyalty program.

View the On Demand Webcast Now!

Join DMNews Associate Editor Dianna Dilworth, Sylvia Sierra (VP of Marketing, Access Intelligence), Jeanniey Mullen (Executive Director of the Email Experience Council, EVP, CMO, Zinio), and myself in a discussion about the best ways to make your e-mail campaign a part of a larger multichannel campaign.

The webinar will look at how using e-mail along with other channels such as direct mail, mobile, Web site, in-store promotion, etc. can contribute to a better marketing campaign. We will look at how e-mail metrics can be applied to these other channels to enhance results. In addition, we will discuss why integrating channels, rather than siloing different marketing methods, leads to better customer experience and an increased ROI.

Title: Integration of e-mail with other channels (on demand webcast now available)
Date: Thursday, February 19, 2009
Time: 1:00 p.m. EST/10:00 a.m. PST

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About the Author

Lindsay Kloepping is a product manager at Lyris. She is responsible for defining and delivering customer requirements to improve their email marketing ROI.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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