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Email Marketing: Extending Your Strategy Beyond the Inbox

Email Marketing: Extending Your Strategy Beyond the Inbox

Since the advent of email, marketers have been using it as a tool to connect with their customers, but they have relied on it more and more in recent years. In fact, last year email marketing budgets increased by 19%, a trend that is expected to continue over the course of this year. However, in order to make the most of these campaigns, you must extend your efforts beyond the inbox and across your other digital marketing platforms.

Emails get buried in your customers’ mailboxes, or worse deleted, sometimes in a matter of hours. Though they will remember that they saw an offer from your company that they were interested in, they may not spend the time digging through their inboxes in order to find them. Spreading your promotions across all of your digital marketing platforms gives your customers multiple opportunities to see your offers and increases the chances that they will take advantage of your specials.

On Your Website

While eblasts are used to promote special offers, they also allow you to direct traffic to specific pages on your website. In email marketing campaigns, include just enough information for your customers to understand what you are offering while quickly scanning through their inboxes. Then create a page on your site with more detailed information on these offers and link off to this page from your eblast. This strategy is now standard practice among digital marketers. It also helps marketers know what offers are resonating based on the click-through rate.

To truly make the most of your promotions, you must take the support on your website to the next level, meaning that your customers must be able to take alternate routes to this landing page, rather than having exclusive access to it from your emails. Create a CTA (call to action) for your special on your homepage. This allows both newsletter recipients and customers who may not subscribe to your email access to your offers. This tactic also makes it easier for individuals to refer a friend when they see an offer.

Across Social Media

Both social media and email marketing are effective tools for spreading the word about your special offers, but they can also be used to cross promote each other. Combine these two strategies to use each to their fullest potential. A day or two prior to sending an eblast, post on your social media that you will be sending details about a special offer to your subscribers and encouraging your followers to sign up for your emails.

In your eblast design, include a call-out with your social icons to drive your subscribers to your social platforms. Bring it full circle by posting the special itself on your social media several days after you send your blast, starting with, “In case you missed our eblast…” This 360° approach maximizes the reach of your promotions.

Rethinking Eblast Exclusivity

We understand that you’d like to maintain a level of exclusivity for customers who sign up for your newsletter, but creating email only promotions is a double edged sword, as they can easily be lost or deleted. Instead consider sending two blasts, opening the promotion up to your customers who’ve opted to receive your eblast first, letting them know that they have exclusive access to this deal for a short period then resending the blast a week or two later and supporting it with social media posts and call outs on your site as discussed above.

Working with a full service digital marketing agency ensures that your promotions are consistent across all relevant platforms, creating cohesive campaigns and maximizing your reach. If you’re going it alone, plan your promotions a month out, creating a calendar detailing when you’ll create your landing page, send your eblast, add a call to action to your homepage, and drip out reminders on your social media platforms. Whichever route you decide to take, ensuring that each piece is working together is the key to email marketing success.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office