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Social-Email Perfect Partnership
Social media is a partner, not a threat to email marketing because it provides new avenues for
sharing and engaging customers and prospects.
No Competing Strategy
Email and social can complement each other to drive response and they need not compete.
Digital Marketers need to look at their program and augment each channel to optimize results.
It is important to mention that as you can integrate social media in your email campaigns, it
doesn't always mean you should. No competing strategy doesn’t promote to integrate email
with social marketing without a well defined strategy. It is suggested to figure out exactly what
you want to achieve with email before you get started.
Identify Your Goals and Objectives
Integrating email and social media marketing strategies should begin with very clear objectives
on what you want to achieve. Few of the examples of goal setting includes, growing email list,
getting site visits, new customers acquisition, building loyalty, retaining existing customers,
behavioural segmentation of customers, optimizing customers feedback, generating ideas,
generating customer testimonials and reviews. The marketing team should come up with
specific quantifiable goals for the campaign. They should also define the time period, and a plan
to measure performance.
The role of the program manager is to make sure that the audience you’re nurturing is worth
your time, efforts, and budget. To optimize the return on campaign, it is important to have one
single team for social media marketing and email marketing, if not define how will they
collaborate? Moreover, also define how often you’ll update content, such as posts, product
images, and news stories, and who will be responsible for the same
Consider Your Timing
Another aspect to managing the program is timing. Just as you’re meticulous about when you
send your email campaigns and to whom, you’ll want to determine the best time for social
network posts and interaction, coupled with when you send your email campaigns. Setting a
schedule of what you’ll be communicating when and through which channel – i.e. press
releases, notes from your CEO, best practice articles, videos, sales promotions, product updates,
new job postings, etc. - will help you get the most bang for your buck. Not to mention, you can
benefit from the value of “compound messaging” by consistently propagating your most
important messages across multiple channels.
When it comes to content, you have the option of delivering messages, depending on your
audience and objectives. As a good social-email practice marketers should make it easy to share
content from your emails using both email and social. Furthermore, the same content should be
available at your social sites and your social posts should encourage a conversation. The new
email needs to be more interactive and should be designed to receive feedback and engage
followers. A good content always help your emails to drive sign-ups for social and use your social
efforts to drive email subscriptions.
Uniform Email and Social Communication
It is observed that some people on mailing list is also following you via LinkedIn, Facebook or
Twitter, without acknowledging the fact. The similar messaging on social networks help them
identify that they are already engaged with you over email. It is important to share message
using email and social media simultaneously. It is also important that tone, volume and
frequency of communication is consistent through both the channels.
Email Sign-up Using Social Networks
It is important to share the email sign-up communication to all your dedicated followers on your
social networks. This could be done as a simple post, or made more personal by sending these
followers a direct message. Sometimes you can just be direct with your messaging by sending
an email sign-up communication to one or all of your social media channels. The marketers
should not hesitate to tell all dedicated followers what they are missing out on by not being on
your mailing list.
Grow Email Lists
Social media helps grow your email lists faster. Hence, it is important to leverage your social
media presence to give followers a reason to subscribe to your email list and advance their
relationship with your brand. To create new subscription opportunities, it is suggested to place a
call-to-action on your Facebook page or add a customizable web form to your Facebook page.
The social media email form helps capture more prospects with only a few extra clicks. It is
suggested to determine a clear benefit to email subscription so that you can turn your social
media followers into email subscribers.
Import Social Contacts
Over time you have generated valuable social list. Most of the email service providers help you
turn your social accounts into email contacts. They enable quick import of your LinkedIn, Plaxo
address books right into your ESP account and doesn't let your connections miss a business
opportunity ever again. This social contact import function offered by a few ESPs help you grow
email lists faster.
The basic of social-email marketing is to add social share buttons to your email. It is observed
that adding social media sharing and follow buttons to your emails extends the reach of your
email beyond the recipients in your database. It also expands the visibility of your content, and
increase the lead generation opportunity. It help your email subscribers spread the social word
using Facebook, Twitter, LinkedIn and a few others social share buttons. Integration of social
share icons at the right place in the newsletter gives your newsletters more marketing power
and helps expand your audiences base. Moreover, it's also a great opportunity to grow your
mailing list if the subscribe action is clear on the landing page.
Automate Social Updates
The automate social update option makes content available to anyone interested, even if
they're not in your email database. When you enable instant update using Tweets, Pintrest,
LinkedIn and Facebook updates the opportunity of engagement with the prospect goes up. It is
suggested to enable instant social updates of your newly published newsletters. It is also
important to make sure that your user understands what he or she will be sharing – an offer, an
article, a whole email, or a specific blog post.
Social Media Insights
The social media insight help send targeted emails to subscribers who have mentioned you on
social media. Using integrated marketing analytics, you should be able to build a list of email
subscribers and leads who have mentioned your company on Twitter, Facebook and other social
media. These highly engaged social leads can also be used to send them a follow-up email with
Power of Social-Email
Undoubtedly, there are great opportunities for businesses that combine their email and social
media strategies. The key to a successfully integrated program is having a disciplined approach
to tracking and measuring results from each channel, as well as your overall results once they’re
integrated. Then, continue to capitalize on the momentum from what’s working with your
Braj Mohan Chaturvedi comes with 14 years of corporate experience. In the past, he has
worked with Accenture, PepsiCo, Monster.com, ICFAI University Press, in the fields of
business development, account management, sales and marketing consulting, corporate
communication, content management, corporate sales, marketing and branding. He is a
social media enthusiast and market 2.0 experts. He is passionate about Social Media
Marketing and brings with him in-depth expertise in various facets of Social Media
Marketing. Before Co-founding Infidirect, he was the CEO of one of the youngest digital
agency. He is also a Co-founder of Mcounts, which is a consumer data company. He blogs at
braj.in and has written several articles on branding and marketing related issues for various
journals and business magazines published by ICFAI Press.
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Braj Mohan Chaturvedi | M: +91 9900590943 | E: firstname.lastname@example.org | T: @chaturvedibraj