They say that two heads are better than one, and, this is generally quite true. Indeed, when it comes to digital marketing, the two respective heads that create the strategies for email and social media campaigns are ideally suited to be mashed together to form one super-strategist that’s greater than the sum of its parts.
When we think about the digital marketing spectrum, the techniques involved with email marketing and social media marketing really aren’t that far apart. And, as such, this renders them the most suitable to integrate. Of course, I’m not here denying or refuting the fact that these two entities are effective separately – they most certainly are. However, there’s room to at least occasionally take the holistic approach, meld the two, and, with their powers combined, skyrocket your digital marketing efforts to the next level.
The importance of email marketing
In a world that has become awash with social media communication, complete with brands that have in recent years decided to plough increasing amounts of resources into campaigning on various platforms, it can be too easy to overlook the power and sway the more traditional practice of email marketing still has.
Despite the rise of instant messaging between peers, there remains a business-like respect for email communication – and this is evidenced in research.
For instance, according to a study by Harris Interactive, “81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails.”
In addition, MarketingSherpa has cited that “72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently.”
Forrester Research also found that “one in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer,” and a study by Econsultancy concluded that “55% of companies generate more than 10% of [their annual] sales from email.”
The power of email marketing is self-evident but, as you of course know, in 2016 there’re many other channels that marketers explore for the basis of promotion, and social media is now firmly one of the most important channels.
Here I want to show you that there is significantly more power when these respective strategies are used together. And so, for the remainder of this post, we’re going to explore just how you can harmonize your social media and email strategies to achieve your marketing goals.
How to integrate email marketing with your social media campaigns
1) Add social media icons to your emails
Let’s begin with the most obvious tactic. In fact, most of you will probably already be adding social media icons to your emails – but it’d be remiss of me not to mention it in a blog post such as this.
What I do want to point out, however, is the fact that these icons should be sitting loud and proud in your email messages. When they’re too small or tucked away down the bottom somewhere, they’re easily missed, and don’t exactly shine brightly as a call to action (CTA) for your subscribers like they should.
Place them at the top or in the middle of your message where they can be seen, and add some copy to give an extra boost to that CTA – “Check out our exclusive Facebook offers!” or “Check out our Instagram – a firm fan favorite!” Something like that just to inject a bit of excitement into these familiar icons.
2) Promote your social media profiles in your emails
The inclusion of social media icons is an obvious move – so why stop there?
The idea behind the icons is to remind your email subscribers that you also have an active social media community that you’d like them to engage with. So, push the boat out. Use your next email message to actively promote what’s going on on your Facebook Page, or the photograph competition that you’re running on Instagram, or the Twitter chats that you’ve engendered, or the exclusive offers that only your Pinterest followers have access to.
The idea is to invite your subscribers to extend their overall engagement with your brand – and the possibilities are only as endless as your activities on social media.
3) Promote your email content via social media
The same tactic as above works beautifully in reverse. For example, on Twitter you can use Twitter Cards, which have the added bonus of allowing your followers to sign up to your email list with just one click and without ever leaving the platform – a convenience that ensures more conversions.
Blogger Ryan Battles explains the ease and excitement of the feature, as well as how to use Twitter Cards:
“Twitter already has everybody’s email addresses, so if they click on that button, their email address will go into my newsletter database. It really is an effective tool because it:
- Removes the friction of filling out a form
- Eliminates the need to confirm an email address
- Targets people who are already “subscribed” to you via Twitter”
4) Upload your email list to your social networks
The last tip I want to give you is to upload your email list to your social networks.
One of the biggest benefits of doing this is that it’ll enable you to start following all of your subscribers across all the social networks that they’re engaged with. This way you can start to get a greater knowledge of your subscribers and what they’re in interested in, and use this information to inform your future email campaigns when you target them. Also, you’ll be able to start creating customer lists on your social networks, and run specific retargeting campaigns aimed directly at them on the social networks that they’re most likely to frequent.
This is all very simple to do on LinkedIn and Twitter, but it is a particularly useful tactic to employ on Facebook when using the platform’s Custom Audience Feature. As it says on the page:
“It’s easier to sell to current customers than to look for new ones, so strengthen your existing connections by using Custom Audiences. We’ll compare your data with ours to help you find the people you know on Facebook. If you have a customer list or data from your site, like purchaser email addresses, you’re ready to get started.”
Custom Audiences are essentially Facebook’s own-branded version of retargeting, and if you’ve got an existing customer list already signed up to your email, then you’ve got a ready-made audience ready to be retargeted. And with all the extra information you’ve gleaned from your customers by following them across all your other social networks, you can start to craft much more personalized content to grab their attention.
Now back at you! What other tips and tricks have you got up your sleeve to integrate social media and email campaigns? Please head down to the comments below and share your wisdom.