Email marketing has become a staple in the digital marketing world for good reason. According to a Campaign Monitor study, the average return on every dollar spent on email marketing is $42, making email marketing one of the most cost-effective and successful advertising methods for manufacturers.

However, to truly reap the benefits of email marketing, it must be integrated into traditional advertising strategies. Here are some ways manufacturers can effectively incorporate email marketing into their advertising efforts:

1. Use email addresses from advertising campaigns: When running ads on social media or through pay-per-click (PPC) advertising, manufacturers should also take advantage of the option to collect email addresses of prospects. This can be done through lead magnets such as free trials, webinars, or white papers. These addresses can then be used for email marketing campaigns, allowing manufacturers to continue to nurture relationships with prospects and potentially convert them into customers.

2. Integrate email opt-in options on landing pages: Landing pages are an essential part of any advertising campaign because they are where prospects are directed after clicking on an ad. Manufacturers can use these pages to collect email addresses by including sign-up options for newsletters, promotions, or product updates. This allows them to continue reaching interested prospects even after they leave the landing page.

3. Use targeted email campaigns: One of the main benefits of email marketing is the ability to segment and target specific customer groups. Manufacturers can use the data collected from advertising campaigns to personalize and tailor email campaigns to specific demographics or interests, making them more relevant and effective. Additionally, integrating the same branding and messaging from the advertising campaigns into email marketing can create a cohesive and consistent brand experience for customers.

4. Social Media Cross-Promotion: While email marketing is a powerful tool for reaching out to customers directly, social media platforms like Facebook, Instagram, and Twitter can also be used to promote email campaigns. Manufacturers can use their social media platforms to promote upcoming email campaigns and encourage followers to sign up for newsletters or promotions. This will not only help increase email subscriptions, but also generate more website traffic and brand engagement.

Email marketing and advertising are two powerful strategies that can work hand in hand to help manufacturers reach and connect with their target audience. By incorporating email marketing into their overall promotional efforts, manufacturers can increase their ROI and build stronger relationships with their customers. With the right approach and integration, email marketing can bring manufacturers great success in the digital world.