This week I will be presenting at a Marketing Profs’ Webinar on 21st Century Email marketing. The presentation will be focused on how email marketing can produce a big ROI when it’s done right, and how email marketing can be more effective when integrated with search and social media marketing.

According to the Direct Marketing Association in 2009, Email marketing when done right, can deliver an ROI of $43.62 for every dollar invested. That’s an amazing return. Imagine if your bank gave you $43.62 for every dollar you invested with them. How much would you invest? Everything you’ve got.

The bid caveat here is that you need to do email marketing well in order to get this ROI. An effective email marketer is focused on building the audience, email deliverability, getting high open rates, creating actions and optimizing campaign metrics. When you do all of this well, people respond and your email campaign works.

Many email marketers are focused on optimization techniques that will get more of their emails delivered, opened and acted-on. While these strategies are still important, email marketing can become even more effective when it’s integrated with search and social media marketing.

Search marketing can help you build your audience. The first step is to put a strong call to action on your website, similar to the types of offers you are using in your email campaigns. Then use search engine optimization (SEO) techniques to make your website more popular with the search engines to get more traffic. You can also use paid search marketing (PPC) to drive traffic to your website and landing pages. This traffic will respond to your offers, convert on your landing pages and build the audience for your email campaigns.

Social media is also an important tool for email marketers. You can use your Facebook page and Blog content as a call to action for your email campaigns. You can also invite people to join your email list from social media sites. In addition, you can build your social media audience by sending emails inviting users to “Like” your company on Facebook or follow your tweets on Twitter. Many people feel that social media followers are as important to marketing campaigns as an opt-in house email list, since these people have signed up to receive your content and will respond to your offers.

Email marketing campaigns should be optimized to build the size of the audience, improve deliverability, and opens and conversions. It is also critical to leverage search and social media in order to influence your email campaigns and ensure all of your online marketing programs are as effective as possible.