With the rise of social media marketing, many business owners shifted gears and focused their efforts on producing content for Facebook, Instagram, Twitter, and other social platforms.
Considering the huge volume of content that are uploaded and consumed daily, it sparked debates on whether email marketing remains relevant to this day.
However, research shows that when it comes to conversions, click-through, and customer engagements, email marketing outperforms social media marketing.
The great thing about this finding is that you don’t need to choose one over the other. Email and social media marketing both present vast opportunities for businesses to thrive in this fast-paced digital world.
The Value Of A Social Media And Email Marketing Partnership
Social media and email marketing are both cost-effective ways to market products and services online. Integrating both techniques can help brands reach audiences where they are.
Social media can help increase the relevance of your email messages.
When it comes to email marketing, relevance is key. If you want to increase the number of your list subscribers who will eventually be your customers, it is vital that you send timely, relevant emails. Users value marketers that continuously give them what they signed up for in the first place.
That said, people do not like receiving irrelevant messages. If you’re lucky, they will just ignore and mark your message as read. But if you’re really getting on their nerves, it can lead them to eventually unsubscribing from your mailing list.
If you want to know what’s relevant to your customers, you can turn to social media for help. You can easily see what’s trending on Facebook or Twitter based on what often pops up on your timeline. You can also look for relevant keywords in your niche and see what your target market is discussing online.
Once you know their interests, you can then craft emails that will provide answers to their questions or complaints, as well as provide your own take on a current news or trend. This way, you’ll start building your reputation as a trusted brand within your industry. With trust on your side, it would be easier to entice them to purchase.
Social media allows you to retarget your advertising efforts.
Did you allocate a huge chunk of your budget on advertising? If you haven’t started your campaigns yet, consider retargeting on social media so you can stretch your budget.
To do this, install a tracking code on your website. Then, run an advertising retargeting campaign on your social platform of choice, with a link that leads back to your website.
With the help of your tracking code, ads will now be retargeted to follow site visitors who initially clicked on your social media ad but didn’t necessarily engage or purchase.
The same can be done with emails. With the proper retargeting setup, those subscribers who click on your email links will now see your ads on their social media accounts. This way, they will be reminded of your brand and be encouraged to purchase from you should the need arise.
Social media can help boost the ROI of your email marketing campaign.
Social media can also contribute to your email campaign’s ROI. You can ask your subscribers to share on their social accounts an offer that you included in your email. Don’t forget to give them an incentive to drive them to action. By doing so, you’ll be tapping on their networks which could then help you get new subscribers.
Using both social media and email marketing can help grow your brand’s networks.
This is why many people search for brands and what people say about them on social media and other online listings like Yelp and TripAdvisor.
This presents a two-pronged content strategy for both your social media and email marketing campaigns.
For one, you need to start online conversations around your brand. You can try reaching out to a group of clients you have previously worked before and let them write a short review. Or you can contact influencers who will then organically share their thoughts about your services or products on their social accounts.
Eventually, these posts will get great engagement and stir interest in other users.
The key to making a successful social media strategy is to create valuable and meaningful content. This will help your brand get more followers who will share what you have to offer. And when these content prove to be a hit, you can then link the posts on your mailing list so your subscribers can get in the conversation as well.
Combining Your Email Marketing Efforts With Your Social Media Campaigns
As the cliché goes, two heads are better than one. Mashing digital marketing strategies like email and social media can create better results for brand awareness and increasing your bottom-line. Here’s how:
Listen more on social media to send the right email message.
Social media engagements can help you get a good grasp of what content your audience interacts with. When you observe, you can get ideas and incorporate these into your future email campaigns.
This is especially helpful to turn seasonal buyers to loyal customers. Once you know what they are asking online, create a regular stream of email content around that. When the next holiday season comes around, they will know who to turn to.
Review your emails before sending it to everyone. Make sure that it is powerful and compelling. Remember: the focus should always be on providing solutions to the needs of your consumers.
Do not forget to keep your message simple and personalize your emails. You can also segment your email subscribers according to their preference and previous actions.
Include social media tools in your email.
Social media helps your target market interact with your brand on a real-time basis. That said, you should bring your email subscribers to a social platform where they can be exposed to your content as much as possible.
Use the right email copy to highlight what they can get from clicking the icons. Also, use power words on your CTA buttons, such as “get new offers”, “learn more”, or “connect with our community”.
Include eye-catching social media links and/or icons in your emails, so readers won’t miss it. Then places these links or buttons near a strong call to action, as way of subtly nudging them to share what they just read.
Cross-promote your social media on email and vice versa.
Your email audience may or may not be connected to your other marketing platforms. Make sure that you cross-promote your email content to your social media channels, since the tips and strategies you share may also prove to be valuable to your online followers.
On your social accounts, include a call-to-action that will encourage them to subscribe to your email for more similar valuable content.
Upload your email list on social media.
This will allow you to connect with your email subscribers not just via their inboxes but also on their social accounts.
You can start following them and know more about their interests. This is a big help for your future marketing campaigns, as it will provide better insight as to how they will respond to you.
You can also create custom lists on social media and target your campaigns to the right people online.
Promote your mailing list via your social media outlets.
You can use your social platforms to entice current followers and be part of your mailing list. To do this, give them enough incentive like an exclusive giveaway should they sign up today or a discount coupon that will last for the next five days.
Conduct contests and giveaways.
Audiences from social media love to participate in giveaway campaigns and contests. Having email as a prerequisite in the contest can help you grow your email list for future needs. This then provides two benefits: you attract attention on social media while also increasing your email subscribers.
Marketing online can be daunting at first. But knowing how to bridge the gap between your social media and email marketing can give you great returns and help you reach goals for your brand.
What techniques do you use in integrating your marketing on social media and email? Join the discussion in the comments section and share your ideas!