It's a Small World After All – Email Thursday



Today’s topic is It’s A Small World After All– A Beginner’s Guide to Integrating Email Marketing with Social Media.

In today’s digital marketing landscape, email and social media continue to gain momentum as vehicles to build brand, acquire new customers, and generate revenue.

Social media has become an effective, and cost-efficient, means to garner customer loyalty. According to a recent study from L2 Think Tank, 40% of Facebook users follow a particular brand (such as Old Navy) and 15% of those fans intend to make a purchase from that brand within 60 days.

In a similar vein, 91% of retailers who responded to a recent Internet Retailer survey stated that their primary use from email is to drive incremental revenue.

In short, the social media and email marketing channels are highly relevant to today’s brands and businesses. Many marketers have been able to leverage each channel separately to a certain degree of success. But very few marketers have been able to coordinate email and social media in a manner that builds the strength and reach of both channels simultaneously.

Today, I will highlight three technological approaches to synchronize email and social media to help you with your business goals.

The first technological approach is to cross-promote social media channels in email, and vice versa.

Prominently display buttons in your emails to allow readers to “like” your brand on Facebook, read your latest tweets, or watch a video on your YouTube channel.

In a likewise fashion, allow individuals to opt-in for your email newsletters on your Facebook page. Although there are methods to automatically import those leads into your email service provider, there are basic free apps that you can add to your Facebook account that allow people to sign up for your email marketing.

I have seen some fairly sophisticated Facebook promotions where brands have offered a coupon code in exchange for an email registration. This level of marketing may require a bit of ingenuity and technological know-how, but the bottom line is that every brand on Facebook should have the basic capability to register individuals for opt-in email campaigns.

The overall rationale is that the opportunity cost of losing a customer through either touch point (email or social media) grows larger as each channel becomes more and more prevalent.

The second approach, leading with content, is more appropriate for email – although it can be applied from one social media platform to another as well.

With this approach, the marketer highlights an annotated snippet from a social media entry, for example, a blog post.

The reader is led to the blog by reading the snippet and then clicking the link to the full article, hosted on the blog.

This is an organic strategy that leads the reader to a social media avenue without overt coercion or incentives.

This approach is extremely prevalent to lead readers from Twitter to a blog or website.

If you adopt this strategem to lead subscribed readers to your blog or other social media channel, by sheer virtue, you stand to increase your number of repeat visitors on a regular basis. This will give you greater opportunities to sell and build customer relationships.

any email service providers allow email recipients share the email though his or her Facebook wall, LinkedIn feed, or Twitter account. In many cases, what this entails is that the recipient posts a brief summary of the email (provided by the email author) to their social media account with a link to the Web-based version of the email message.

This could work especially well when you are promoting a sale or a limited time offer. Given the viral nature of the social media channels, along with the ease of posting, this is an efficient way to rapidly disseminate information.

The catch is that this notion is not 100% intuitive. You may need to “teach” recipients what to do rather than simply place a Facebook or Twitter icon on your email.
When you place a Facebook or Twitter icon in your email, some of your readers may incorrectly assume that the icon leads to your Facebook or Twitter account.

In this example email, I created a section that encourages readers to post it on their Facebook wall if they liked the information contained in the email.