There is a controversial saying about email marketing and social media that they can’t work together. But we say rather than keeping them as two individual channels in your marketing mix, a strategy integrating both would produce broader reach and consequently, better sales with advantages of both channels. Extensive use of social media in email marketing not just makes the customers more engaged with your emails but also increases your brand reach (an easy strategy to reach your subscriber’s personal sphere of social life).
Why do you need to integrate them?
Integrating social sharing capabilities and asking your subscriber to link with your brand on social media sites through your email campaigns are important because it:
Enhance your email reach – your information will be viewed by a larger audience, with people sharing your email across social network.
Building database and lead generation source – the more your emails and posts are viewed, the better your possibilities are of getting new members to your list.
Retains your customers through different platforms – it is possible that your subscribers are no longer interested in your promotional emails and they prefer to interact with your brand through different platform. Offer them the option to do the same.
How to start integrating them?
Add social sharing buttons like Facebook like, Twitter, Google plus, Pinterest and others in your emails – more personal means better subscribers engagement. Call to action like ‘connect with us’, ‘join us’, ‘share your love’ etc can make great impact.
Test subject lines from your email campaigns to decide on the best title for your Facebook posts or ads. Those subject lines who gave you the maximum open rate are the one who can convey the message in the best possible way. Because it was the subject line who made your subscribers curious enough to open your email amongst a bunch of other promotional emails.
Your emails have latest updates, news, content etc about the most recent trends and changes. Include social sharing buttons and empower your subscribers to share directly the same content on social media. This call to action will increase not only your emails reach but also your social reach.
Tell them about your other channels like blog, online forum, podcast channel etc, your subscribers might not know about your other endeavors. Email is the perfect way to tell them about them.
Segmentation of subscribers list based on social media reaction is another great strategy to use. For example create a segment of those subscribers who shares your email content on social media. Afterwards you can follow up with them via special email campaign of customized offers for them.
Other than these options you can also use this strategy as conversely, like provide an email subscription form on your blog, or Facebook page. This is also an easy and effective way to build list and generate leads also expanding your reach.
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