We constantly get new tips on how to expand our mailing lists by attracting new subscribers from social media accounts. However, there are two sides to email-to-social-media integration, and you can engage your subscribers in other channels of communication too.
How? The migration can work the other way too – your active email recipients can become engaged followers, ready to spread the word enthusiastically by liking, sharing, following and retweeting.
This is not just about collecting fans and followers.
There are at least two more reasons for email-to-social-media integration:
- You already have the attention and interest of your email subscribers – and addressing them via other channels, each with a different offer, can help build true brand loyalty.
- But more importantly – paraphrasing the old adage – their friends can become your friends. Customers engaged across several channels create “buzz” that circulates virally through their contacts, increasing their brand awareness – even though their contacts are not (yet!) in your circle of contacts.
So, if you think your collection of fans and followers needs fresh blood to extend your reach even further…
… here’s what you can do.
1. Analyze who and where your targets are,
so you don’t waste your time and resources on social media that will give you no ROI. Depending on your subscribers’ profile, you can reach out to limitless new audiences. Facebook and Twitter are only a start. Offer content via LinkedIn, Digg and as many others as you can manage. GetResponse offers 6 social media share buttons for your newsletter – integrated in the newsletter editor with just a click.
2. Make sharing intuitive.
The buttons need to be visible, and definitely “above the fold.” The click needs to be a natural and logical step – a clear call to action can encourage sharing.
3. Make sharing worth it;
Incentivize. Offer participation in a contest, survey, charity, etc. – anything that’s entertaining or promotes something that you believe is important.
4. Don’t repeat yourself;
Define the functions and objectives of each email and social media account strictly (e.g. newsletter for offers, FB for announcing events). But make sure that your subscribers know the advantages of participating across all of your channels of communication – e.g. inform them in an email that they will find listings of upcoming events on Facebook.
5. Make your Facebook offers exclusive
for fans, and don’t duplicate them for email recipients.
6. Generate two-way communication.
Send a newsletter inviting your subscribers to share comments, ideas, and opinions on your social media channels. Your subscribers will welcome the opportunity to become recognizable individuals (and not just another address on your list).
7. Promote your social media walls
as a place for a more relaxed style of communication. This is especially important in B2B marketing, where official style and format sometimes limit email communications.
8. Add a personal touch
by providing links to the accounts of real people behind brands, such as Zappos below. Just make sure the person is the true and recognizable face of the brand. Being able to exchange views with brand’s “decision makers” can be a real buzz booster.
None of these tips will help you if your soon-to-become-fans aren’t informed directly – so send an email to all your new subscribers letting them know about the advantages of liking and sharing. Otherwise it’s a no-go.
Email and social media now go together – complementing each other and reaching audiences previously inaccessible.
Now it’s your turn to optimize their integration and explore the new possibilities they offer.