54% of consumers watch TV and 46% consult their social networks. 72% use email. It’s time to move to the built-in email, right?
Today’s consumer is ubiquitous. He has taken control of brand communication thanks to digital, he uses the power of interaction offered by social media and Web 2.0, and he takes the time to engage in dialogue with brands that ‘he placed in his collimator.
A constant nevertheless remains since the dawn of the Internet: digital communication is and remains non-linear… It is made up of aggregates of information, clouds of contact points and links between channels … It is subject to the moods, needs and journeys of the internet user, who clicks, shares, views, comments, aggregates … And all channels are affected: e-mail is no exception.
Integrated email? to what, precisely?
Integrated email means that the channel is part of the value chain in marketing communication. All channels are linked as efficiently as possible to best suit customer preferences, marketing objectives and general business objectives.
Conventionally, the integration of email and social media ensures mutual reinforcement of the two devices in a relationship marketing approach.
Why the integrated email?
Between push (intrusive communication) and pull (communication requested by the client), the integrated email allowsinfluence decisions, behaviors and routes of consenting targets. Since email is becoming more and more a relational channel, solicited.
By centralizing all the data available for each prospect or customer, whatever the source of the data (loyalty program, newsletter, internet, POS, etc.), you can optimize the quality and relevance of your messages, incentives and stimuli by according to the habits and interests of your brands, and with respect for their decision-making process.
You not only maximize the nature of the message and when to deliver it, but also the how. Depending on the case, you can favor different modes of communication or incentive. In other words, it is about exploiting the opportunities for targeting and automating campaigns according to relevant criteria, based on real data collected at the different points of interaction between the brand and the recipient.
How is email integrated?
An integrated email marketing strategy assumes that you base your approach on the needs of your targets. It’s not about building emails based on the content of your campaigns, it’s about the brand experience as lived or wanted by your users. A dimension still largely neglected for example (as shown by the recent study carried out by PR Rooms and Wearethewords on the content strategy in e-mails), it is to allow your targets to be able to interact in several ways, in a logic bidirectional on the e-mail channel.
Admittedly, e-mail is more and more suitable for use on tablets and smartphones. And advertisers are learning to incorporate social media sharing and subscription buttons into their emails.
But true integration goes much further: it covers all moments of interaction, and requires synchronization of channels and services in terms of frequency, moment, content and messages … This also helps to better distribute reassurance and incentive messages.
The client is the message
Integrating e-mail in your ecosystem, it therefore means that you base your approach on the customer rather than media and messages. You are entering a real relational dimension of marketing, which will open up new dimensions in terms of measurement and qualitative indicators (behaviors, signals, interactions) and will allow you to gain authenticity in your marketing communication.