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How Can You Tie Email Marketing Into Your Website Integration?

Author: Tom Cottrill | Date Posted: Jan 24, 2022

Email marketing and websites are both integral parts of your marketing campaign, and tying them into one another can make the whole process easier, plus it can have major benefits as well. Although it can take a little extra work upfront for the integration, it will be well worth it for a lot of reasons. Plus, website integration looks a lot more professional when people are navigating around your campaigns and everything has the same URL, branding, and strategy.

What Are the Benefits of Email Marketing and Website Integration?

Well, first of all, analytics become a whole lot easier when everything is coming from one place. When that happens, you don’t have to connect analytics to multiple sources, provide multiple reports for your customers, and it becomes increasingly easier for your customers to manage their campaigns. The easier you can make it for your customers, the easier it becomes for you.

Secondly, if your website and your email marketing campaign don’t support one another, they will not be successful. They are made to integrate, and they should be used to do just that. Integrating your CRM from your website with your email marketing software is also huge for being able to run an effective marketing campaign. This allows you to seamlessly collect visitors’ information and send them newsletters, advertisements, discount information, and virtually anything else via email without having to do really any manual work at all.

Integration makes the marketing process smoother and also allows you to collect whatever information you want without having to collect information from your website, export the data, and import it to your email marketing software. It saves you time and effort, and the opportunity cost for the amount of efficiency that comes with it is definitely worth it.

Options like Hubspot, Mailchimp, Keap, Zoho, etc. allow you all the capabilities you’ll need to streamline your marketing efforts.

What Are Ways You Can Integrate Email Marketing Into Your Website?

1. Automated Distribution of Content
   
   One of our favorite website integration for email marketing is to program your email marketing software to automatically pull content from your website or blog—such as your last 2-3 blogs—format them into the template you set up for your newsletters, and automatically send them out to your chosen email list. This saves your marketing team the time of having to copy and paste blog content into the exact same template you’re using every single month, and it goes out automatically, so you don’t even need to think about it, aside from checking on it to make sure it’s functioning properly.
   
   Automating content also allows you to take email notifications and alerts, intercept them to publish to the website, and then combine them into one email for timeliness for your emails. 
2. Tie Together Website and Email Analytics
   
   Analytics on your website are crucial. Where are people going on your site? Where are they converting or leaving the site? Where are they coming from?
   
   It’s equally important to know what emails are converting, and what landing pages are converting them. Are some being nurtured better with social media than with email? Are a lot of people clicking through your email and then website but not converting?
   
   According to Hubspot, “37% of B2B marketers say lack of user data is the major obstacle to effective segment targeting, [yet] 17% of marketers still don’t track or analyze email metrics for their organization at all.” By tying together the analytics of your email marketing with your website, you’ll have even more data, giving you a bigger advantage. 
3. Create Landing Page Lead Magnets
   
   Creating landing pages on your website that can be used as lead magnets in your email marketing and social media marketing can change the marketing game. You can create a separate landing page for each segment of your target audience.
   
   This landing page can include a whitepaper or PDF, checklists, eBooks, guides, or any other educational or helpful information. When you create different lead magnets for each audience segment, the landing page can be tailored to their specific interests and needs.
   
   The landing page can be tied to the lead magnets, and then you can share the lead magnet to social or where ever else you may get interest in them, such as ads or promoting them in networking or at a trade show, and once they enter their email address, they will be able to download the content. This allows you to grow your email list while also gaining interest in what you offer.

Some other ways to use your website with your email marketing are to use repurpose content from your blog for your email campaign. The best way to do this is to repurpose some of the content and then direct them back to your blog for the rest of the information, but it can be done a variety of ways.

Other Ways to Integrate Email With Marketing

Integrating email into your whole marketing strategy can be really helpful when you’re trying to tie everything together and stay on top of the competition. Integrate email with your social media by including social media links in your email campaigns so your readers can easily click from your email to your social media without having to even think about it.

Another option is to use social media to offer an incentive for signing up for your email list, such as a contest where you can collect email addresses as entries, and you can give some sort of big prize that encourages followers to subscribe to your email list. Make sure you include a disclaimer during the contest that they will receive future emails as well, and this should also be included in their registration success email so you can limit the number of angry subscribers and unsubscribes.

About Ignitro Studios

Since 2013, Ignitro Studios has been working to blend marketing and technology in support of agencies and other marketers. By understanding both sides of web development, we have a unique perspective and advantage within the industry. We provide design, development, project management, QA, and strategy, driving the bus so our clients don’t have to. We will work with our clients to get results while also empowering them to do their job better. Learn more about Ignitro Studios.