5 Steps To Integrate Email Marketing With Social Media Marketing

5 Steps To Integrate Email Marketing With Social Media Marketing
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Email marketing and social media marketing are not far apart in the spectrum of digital marketing. In fact, all other techniques considered, these two are probably the easiest to integrate, and both can benefit from doing so. While effective separately, combining your social media and email marketing strategies can go a long way in helping you to supersede your Internet marketing goals. This article highlights the best way to merge your email marketing strategy with your social media efforts.

Email marketing is not dead. You might be saying to yourself, “Are people still running email marketing campaigns? Isn’t that outdated?” While the last few years have seen newer techniques coming into the field of digital marketing, email marketing still has its place in today’s environment, and a very important one at that. Studies have been carried out about companies that ditched their email marketing campaigns in favor of sole focus on social media and the other digital marketing strategies. Some have shown success, but these are the exception rather than the norm.

Integration is important. Why should your email campaigns include social sharing abilities? Are there any benefits to inviting your email subscribers to also connect with you on your social media profiles? Should email marketing and social media be integrated? “Yes”. an absolute yes. If more people share your emails, you increase your potential for more click-throughs, opens and conversions. Most email service providers offer metrics on the people that have shared your emails, most of which include the effects of their sharing efforts on other key metrics like clicks, opens and conversions. Using this data, your marketing team can better understand and leverage the power of these influencers, such as sending dedicated campaigns to these self-made brand ambassadors. With more people looking up your emails, you can improve your chances of growing your email subscription list.

Adding social connection options to your email communications can also be helpful. It gives you another platform on which to engage with your audience – different platforms provide different opportunities for outreach and engagement with your customers and subscribers. Perhaps your email subscribers are more often found on social media and would prefer to engage with you there. Email is great, but it shouldn’t be the only option they have for interacting with your brand. It gives you many available options. It improves reach of your message – why should you limit the potential reach of your email communication, when just a few small buttons can get your message out to other people in other networks?

But it’s important to note that there’s a difference between connecting and social sharing. Connecting is what you do when you ask a subscriber to like you on Facebook, follow on Twitter or subscribe to YouTube etc. whereas social sharing is where the marketer includes options for the subscriber to share their email on their own social media profiles. Now, let’s read on the ways how to integrate social sharing with email marketing:

Put Your Social Profiles In Emails

While this may sound like an obvious one, it’s important to include social icons in your email campaigns. To be clear, it doesn’t mean a tiny Facebook or Twitter icon somewhere at the bottom of an email. You need to be loud and proud about it. Ask email subscribers to share and connect. Sometimes just including social icons is not enough. While many subscribers recognize the Facebook/Twitter/LinkedIn icons, not all know what action you want them to take when they see them in an email. Of course, if it fits with your company image/brand, you can also use a bit of humor. Send a dedicated email campaign. There are times when including some links or buttons—asking your subscribers to socially connect or share with their network—is not clear enough.

If you are not having much success, try sending an email that is dedicated to a particular social network. Your email campaigns should have the social icons. Ask subscribers to share the email and connect. You can also run a retargeting ads to your email subscribers. This is one of the most effective online marketing trick. By running ads on social media without any focus does not give any returns but with targeted ads it is sure to hit gold by matching it’s interest with the target audiences. All you need to do is to create a target email campaign for email subscribers, and then re-target the one who clicks it and delete the non-responsive recipients. Social Media is a perfect platform to run your ads as it’s cost effective, and gives more brand visibility.

Create Social Exclusive Content

Send more emails via social networks. You can call this mix of email marketing and social media as an ‘indirect email marketing’ tool. For an instance when you subscribe to any LinkedIn group, and since your primary email account is registered with LinkedIn you start receiving regular emails generated from the activities inside the group unless you unsubscribe from email notifications. Schedule email outreach to drive more social shares. Get your email content ‘social proof’ in order to get influential people and blogs to share your content many times.

Before you send any request to an influencer or blogger to share your content on social media make sure that it has been already shared couple of times and received few likes. By doing this you will build a credibility of your content, and it will stimulate influencer to share it without any second thought. It’s if you request a blogger to share your content to their networks and later if he sees zero number of shares, he might think that content is not that greatand does not do any shares or likes for the same. To get your content social proof you can include a CTA in your email message requesting your recipients to share your content.

Nowadays you can earn sign-ups for your emails via twitter or Facebook ads. All you need to do is to setup an ad in respective social media platforms with content, image and CTAs, and launch custom audience ad on twitter / Facebook requesting your fans / followers to sign up. Make sure that the content should compel people to sign-up by including some giveaways or free e-book and use high quality images using free image tools like Canva to create a perfect image.

Announce Social Discounts or Contests

You can also use email to promote social contests. This approach makes it very clear to your subscriber why they should move from email to another channel—they have a chance to win something. And, as we know, the idea of getting something for free is a great motivator for taking action. Use share-with-your-network links to make sharing your email content easy. These links allow your subscribers to share content from right within your email. No matter whether you’d like your subscribers to share your entire newsletter or specific information only, SWYN links move the subscriber right into the social channel’s interface so they can share the content with a single click.

Food Delivery service Seamless uses a SWYN link in this email to allow subscribers to share a discount code with their network. If subscribers click on one of the share buttons, they’re taken to a pre-populated message that can be customized and shared within seconds. However, avoid using Twitter’s button generator to create a tweet this button for your email. The pre-build buttons require Javascript, which is not supported by any email clients and including it in your emails can cause inbox providers to block your emails. Instead, use services like ClickToTweet to encourage sharing or create a tweet and run it through an URL encoder to embed it into your email.

Use Same Voice Everywhere

No matter where you try to engage your prospects, remember they are the same people on any marketing channel. While content should be tailored for specific social media platforms and email campaigns, the audience expectations are the same. Your message, voice and brand personality should be consistent across these channels. That’s key for an “integrated” campaign. You likely know the importance of maintaining consistency with your brand. You’ve designed a logo; you live within a color scheme; you have a trademark phrase, etc. You’ve probably even incorporated many of those elements into your social media sites.

A good place to start is to make sure everyone involved in your social media efforts is on the same page. You need a plan. It can include keywords and phrases that should be used regularly, as well as guidelines for tone and use of images. Even if everyone is on the same page, your many platforms aren’t. But they can be. Having everything in one place, it’s easier to keep track of and manage how you’re portraying your brand on different platforms. Some allow you to schedule tweets and updates. And some allow for analytics. Some compile messages from multiple platforms into one dashboard.

Each platform attracts a different audience, meaning you need to adjust your voice for each. In essence, don’t be something you’re not. Find out the real personality of your brand and live up to it online. Don’t try to force yourself into a box that doesn’t fit. You’ll find much more success going with your own flow.

Upload Your Subscriber’s Lists

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. 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. The effects of uploading your subscriber list to your social networks varies by platform.

Twitter: Twitter scans through and will check those emails addresses against their user database and give you result of your contacts’ profiles. You can also connect twitter with your Gmailcontacts by sync it with your personal or business Twitter account or by uploading a contact file in CSV format.

LinkedIn: Once the list is matched you can connect with them all at once or select one by one whom who you want to connect with. Once new connections are added to your network you can send them an invitation to your product specific group or follow company profile.

Google+: Upload your subscribers list to Google+ via ‘Open Your Address Book’. Upload your file and see who you know. You can create segmentation by bifurcating contacts into different circles and target digital campaign accordingly.

Facebook: You can not only import contact lists to your personal Facebook but you can also create “Custom Audience” feature and roll out a targeted Facebook ads. By doing this you can get more likes on your post and followers. Uploading a CSV will work regardless of which email provider you use.

Pragyan Sharma

A quiet person, likes to keep things to myself - well mostly. Have a passion for writing. Loves singing and playing Guitar. Reader. Dreamer. Wanderlust.

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  1. Travel Umroh Haji says:

    The information was very nice, charming, and very insightful for me. Mainly I was a novice in terms of doing business and lead marketing through social media. Thank you for this useful information

  2. I was a novice in terms of doing business and lead marketing through social media. Thank you for this useful information.

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