Closing the Loop – Email plus Display Marketing
Posted By Leslie Van Zee On January 31, 2013 @ 11:28 AM In Media Planning & Buying, Opinions, Targeting | No Comments
Integrating email with your advertising campaign has many advantages for both the consumer and the business. Not only is it a good way to increase your marketing response rates, it can create closer relationships with the majority your company's regular customers. When you integrate display ad campaigns into email marketing, you can create a system that can keep in touch with the customer while, at the same time, showing them that there is more that they can do with your business.
Building a List
The first and most difficult step in setting up an email marketing campaign is gaining a list of people who want to hear more about what you have to offer them. Starting from scratch can be intimidating, since you have to strike a careful balance between urging visitors to sign up, but you don't want to come across as too forceful. Here are a few ways you can build the email list:
- Online Signup - Place a sign up form on your blog or website
- Social Media – Request followers to sign up through tweets or Facebook news
- Email signature – Include a link for signing up to your email list in your email signature
- Offline Signup – place a clipboard on the counter in your business
All of these have their advantages and disadvantages, but the common ingredient is time and patience.
Email services such as MailChimp or Constant Contact allow you to easily email thousands of people at a time. These services will provide templates for emails that are easy to set up even if you are not a savvy web developer. If your business is located in the United States, it is important that you follow all of the rules in the CAN-SPAM act to avoid facing penalties. A good automated service will help you stay within the guidelines. The most important part to remember is that you must give people the ability to opt out of receiving any additional emails.
Integrating with Display
Now that you know how to get your email marketing started, next you have to integrate your emails with display ads. Basically, you want to create a virtual loop between the display campaign, your website, and your email campaign. First, display ads serve as little online billboards that catch the attention of new prospects and direct them to your website. Once they are on your site, your email signup form will capture their contact info and add them to the email marketing list. The emails that you send will then urge them to click back to your website. Anyone who visits your website is tagged with a cookie, allowing the display ads to be retargeted to them as they browse the rest of the web, reminding them that you are there.
Studies done by Smart Insights  show just how powerful advertising campaigns combined with email marketing can be:
1. The combined use of email and display advertising increases advertising recall by 13%
2. Email advertising is more welcomed than other forms of advertisement, improving the reach of campaigns
3. Email and display campaigns boost web traffic by a factor of four
When you combine your email marketing strategies with your display advertising campaigns, not only can you reach more of your target audience quicker, you will have a more successful time interacting with your customers and increasing traffic to your main page. Remember if you give people high quality content there is a higher chance that they will click through to your website, thereby keeping the loop going and giving you the opportunity to grow your relationship with your audience.
For more insights on how to make display advertising a powerful part of your online marketing efforts, check out the blog  at Vantage Local’s website. Vantage Local  is the leader in online display campaigns for locally-minded advertisers.
URLs in this post:
 Smart Insights: http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/research-on-the-effect-of-combining-email-to-your-marketing-mix/
 blog: http://www.vantagelocal.com/blog/
 Vantage Local: http://www.vantagelocal.com/
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