Using multiple web channels to boost your marketing campaigns

27 Jul 2007

Ryan Allis



Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.

One of the major advantages of the web is that it makes cross promotion simple.
This is easy when you use multi-channel marketing. For example, I typically use
blogs, RSS feeds, surveys, and videos to communicate with my
customers. However, when I want to convey the most important information, I
always use email.

If you publish to multiple places, you can easily direct people to your other
channels. Just place a link in your emails that says something like "Want
to keep up to date with us on a day-to-day basis? Check out our blog." Or,
on your blog: "For special insider information and sales for our new
products, sign up for a free email newsletter." Just make sure that,
especially with your email newsletter, you explain how frequently you will send
the newsletters.

If you use a program like iContact, you can easily accomplish a multi-channel
strategy. You can maintain multiple email lists, blogs, and RSS feeds without
having to use multiple programs. It makes it easy to virally market your
messages and reach a wider audience.

Next time, I'll talk about using VIP lists to target your most active
customers.

Cheers,

Ryan Allis

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