When you think about ‘Power Couples’, Angelina and Brad Pitt, Kim and Kanye or even, Mac and Cheese, are often the first ones to come to mind. So I’d like to introduce a power couple you probably don’t think of quite as much – Email and social!
Wind the clock back 5 years email and social were very separate platforms. Until suddenly, the digital marketing cupid shot his arrow and fate began to take its path.
Ok, enough of the lovey-dovey discourse. What are the benefits of integrating Social media to Email Marketing?
Better Reach – Audiences are always going to hold personal preferences as to where and when you engage with them. There are the people who only brave their 1000+ unread email inbox when they’re desperate to read an important email, just as there are people who prefer emails simplicity over the fake news and clickbait that populates social media. Integrating the two platforms will extend your reach to include a wider variety of preferences which ultimately gives you more people interacting with your brand!
Increased Traffic – With greater reach comes greater traffic. When you open up a channel between the two platforms you will find that some users will be tempted to pass between the two – and it’s in your best interest to tempt them further. As the popularity of both channel increases, you will your success reflected in increased traffic across both platforms. And you know what this means, GREATER ROI!
Start a Conversation – Email is a great way to directly engage segments of your audience, but like anything, it’s not perfect. Email isn’t a social platform BUT integrating it with a social platform will make up for this shortfall. Emails can spark great conversations, so give your audience and avenue to keep them going!
And now, what you’ve all been waiting for. 5 Powerful ways to integrate email and social.
Have Social Media Icons in Emails.
The easiest way to integrate social media to your email program is to include social media icons in your email. And don’t just put them at the bottom of your email, place them where people can see them: the top part of the email. You can even have people like, tweet or pin content straight from your email, we talk about this in tip 2.
Encourage your readers to share your content!
We are used to sharing content on Facebook to our walls or retweeting stuff on Facebook, but we rarely share an email to our network, unless you’re a great retailer with an loyal following of tech savvy advocates. Think of a unique hashtag and encourage your readers to share their thoughts about your content via Social Media.
You may also incorporate “tweet” and “like” buttons so it’s easier for your readers to share!
Send a specific email about your Social Media accounts.
More often than not, the reason our readers do not notice our social media accounts in our emails is because there is already too much information in one page. So from time to time, send your an email just talking about your social media accounts, and inviting them to follow you for more exclusive sales, events and product releases.
Hot Tip: Email campaigns that mention a social channel in the subject line have shown us an increase of up to 14% in open rates over standard mailings.
“What’s in it for me?!” Your readers might ask you this if you casually ask them to stalk your online hubs. The best answer to this would be to give them something of great value so they can’t resist your offer. It doesn’t have to be financial… you could give them a trial of your services, free course, challenge or a helpful eBook, for example. If you’re a retailer you might like to tease them with an exclusive offer coming up for your VIP’s (list) or “free shipping” on their first purchase.
Target your email list through Social Media.
Did you know you can target your email list on Facebook? Yes! What?! OMG!
That’s right! You can import your email contacts into Facebook and create targetted campaigns just for them. This is great because unlike targetting based on their gender or age, you’re targetting people who are already engaged with your brand. This takes custom audiences to a whole new level!
When I was asked by one of my clients which type of marketing should they focus on: social media or email, I told them… BOTH. You shouldn’t have just one in mind, you need the two of them. Social Media and Email make a great team in creating a successful marketing campaign.
Now onto campaign planning…
There’s something so special about this time of the year. Perhaps it’s the blank pages of my new planner, or finally being able to chase up those ‘let’s talk about it in the new year’ conversations. I’m feeling fresh and inspired, and that can only mean one thing – it’s time for campaign planning!
Alita Harvey-Rodriguez is known as one of Australia's leading digital marketing futurists and the brains behind Milk It Academy – A research-based training firm to advance marketers skills into new school digital leaders and company innovators. For over a decade Alita has worked with global brands including SAP, Experian, SEMrush, TS14+, Estee Lauder, Myer, Power Retail, & Online Retailer.