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Using Social Media and e-Mail Campaigns for a one-two marketing punch

July 23rd, 2010 :: Steven Fisher

For the last few years people have been working with social media tools trying to increase customer acquisition and web site click through rates (CTR). Social media is at its very basic a conversation and anyone with an opinion or content can join in that conversation. This is different from e-mail which offers a more personalized and intimate level of contact with your customer.

GetResponse‘s “Email Marketing and Social Media Integration Report” found that the inclusion of social media sharing buttons in email generated click-through rates around 30% higher than email sent with no sharing options. The BizReport.com also says that “a Twitter button proved to be the most effective, increasing click-through rates by 40% but in order to garner the highest rates, around 55%, more than one social media button needed to be incorporated”.

Aweber has some great tips on how to leverage social media and e-mail campaigns together:

  • Occasionally, you may want to broadcast a brilliant newsletter beyond your list. Follow these steps to tweet your newsletter and show the Twitterverse the value of your emails. Put a sign-up form in the newsletter for new converts.
  • Post a sign-up form on your Facebook fan page. Your fans’ contacts will see any posts they make about you, and potential fans can also find your fan page via search. If they click over to your page, a sign-up form instantly invites them to join your list.
  • People who start following you via social media need a reason to subscribe by email, too. Make your web form is clearly visible, and try offering an extra incentive for signing up.
  • You aren’t the only one who can hype your campaign: your readers can, too.Buttons to share your emails on social networks offer opportunities to promote your message – and give you a chance to go viral.

Entrepreneur.com also has some great tips on making the most of your social media and e-mail marketing mix:

Make the most of the social media and e-mail marketing mix.
E-mail and social media marketing can work together to build on what each does best. Here are five things you need to know so you can make the most of the social media and e-mail marketing mix:

  1. Be where your customers are. You won’t know whether your customers are on social media sites, and which ones in particular, unless you test the waters and look for them. Different people prefer different means of getting their daily info and opinion fix. Millions like the streaming feed of Twitter. Others prefer the posts on Facebook. More professionally oriented people may use LinkedIn. You want to swim in the channels that are frequented by your customers and prospects.
  2. Use your e-mail list to build a social media presence. The big question we get from e-mail marketers is how to get that snowball rolling down the social media mountain. Here’s the good news: The secret is your e-mail list. Use it to jump-start your social media presence by inviting your subscribers to follow you on Twitter and become your fan on Facebook. They will get the ball rolling for you. How do you engage prospects on social media websites? The same way as with e-mail marketing: valuable, relevant, interesting content.
  3. Repurpose content from your newsletter. Content is still king. That applies to social media, too. You don’t need to create brand-new content to engage people on social networking sites. Instead, repurpose snippets of articles you’ve already created (or aggregated) for your e-mail newsletter. Think of these as “microcontent”-one tip, one idea, one article you found interesting. A teaser and a link back to your archived newsletter or blog is all the content you need to get started posting on social media sites.
  4. Invite people back to your website or blog. If your website is your online hub or headquarters, then think of social media sites as your satellites. They allow you to extend your business presence. When you post on social media, be sure to include frequent links back to your website, newsletter archive or blog, where interested people can learn more about your business. Then you can engage potential customerson a deeper level, away from the distractions of the social media world. Just be sure you’re not always selling; social media is better-suited for sharing information and expertise.
  5. Ask for mailing list sign-ups on multiple channels. Use your e-mail list to build a presence on social media sites, then use your presence on the sites to invite even more people to sign up for your mailing list. Put a link to your sign-up form on multiple channels, including your website and Facebook fan page. Tweet about your newsletter articles on Twitter, linking readers back to your newsletter archive, where they can sign up for your mailing list.

Your Email and Social Media Tactics

Have you tried any of these methods with your campaigns? Are you seeing a change in the relationships you have with customers and email newsletter subscribers?

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View Comments to “Using Social Media and e-Mail Campaigns for a one-two marketing punch”

  1. I think that knowing where your customers are is one of the most crucial points when looking at social media — as well as what they're there for. Many people have accounts on both Facebook and LinkedIn, but they're looking for very different kinds of interactions. You've got to make sure that you're targeting the right people in the right place to really be successful in social media.

  2. I think that knowing where your customers are is one of the most crucial points when looking at social media — as well as what they're there for. Many people have accounts on both Facebook and LinkedIn, but they're looking for very different kinds of interactions. You've got to make sure that you're targeting the right people in the right place to really be successful in social media.

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