Some social media evangelists will let you know that electronic mail advertising and marketing is useless. In fact, they’re improper. E mail remains to be a preeminent type of communication that will get advertising and marketing outcomes that almost all different channels may solely dream of. It’s cost-effective, customizable, simple to make use of, builds connections, and, most significantly, spurs your viewers to motion.
Contemplate these statistics:
An efficient electronic mail despatched to the fitting viewers has the energy to be a advertising and marketing juggernaut. And the relevance of electronic mail is just trending up as shoppers do extra of their buying and conduct their lives on-line.
Social media and electronic mail advertising and marketing: Finest buddies endlessly
The essential factor to recollect is that electronic mail’s dominance doesn’t come on the expense of social media. Single-channel zealots expose their ignorance once they use eye-catching headlines like “E mail Is Useless” or “The Extinction of Social Media Has Already Begun.”
E mail and social media are each thriving. They’ve immense worth for entrepreneurs and there’s no want for one to conquer the opposite. Quite the opposite, it’s if you use them in tandem that you just’ll unleash their strongest influence. Companies that focus completely on electronic mail, social media, textual content, cellphone calls, or every other single communication channel merely received’t succeed.
For example the symbiotic relationship between advertising and marketing channels, this information highlights 6 ways in which you should use electronic mail advertising and marketing to drive social media engagement.
1. Use electronic mail CTAs to drive social site visitors
Let’s begin off with the low-hanging fruit. Your subsequent electronic mail marketing campaign may simply have a social media element that spurs the reader to click on by means of to the social channel you’re feeling is most related to their expertise.
For instance, you possibly can promote a contest that’s being held in your Fb channel. You’d have sufficient actual property within the electronic mail to showcase the prize (a visit for 2 to the Florida Keys) and clarify the entry course of. The CTA may then direct them to your Fb web page to enter. In fact, they’ll solely enter in the event that they “like” your web page and tag within the feedback the pal they’d take with them on the journey in the event that they had been to win.
Your Fb contest would doubtless be promoted by means of different social platforms, texting, and different means. However electronic mail is a main alternative to offer extra context and actually get individuals jazzed concerning the alternative to win.
Simply make sure that everytime you’re driving electronic mail site visitors to social media that the vacation spot pays off their effort and time. If you earmark your finest social content material and most enjoyable interactions for such campaigns, your viewers will sometimes reply with a excessive stage of engagement that lasts.
2. Convey your electronic mail listing straight into the social media world
Do you know which you can add your electronic mail lists to your group’s social platforms? It’s an interesting strategy to flesh out the essential knowledge of your lists.
You already know these individuals have consciousness of your model, however what about their different pursuits and motivations? By matching your electronic mail knowledge with the detail-rich world of social media, you’ll study far more about them than you ever may merely taking a look at electronic mail metrics. There’s simple energy within the technique of “placing a face” to the people in your electronic mail lists.
You’ll additionally discover that segmentation is simpler if you’ve merged your electronic mail lists with social media. The info you’ve uncovered will enable you create extra partaking posts in your social platforms and supply a extra cohesive expertise in your followers throughout the assorted touchpoints.
3. Enhance your total model consistency
Talking of cohesive experiences, it’s important that you just constantly audit your exterior communications. Organizations typically have separate groups creating content material for his or her social media platforms and dealing with their emails.
This association isn’t a difficulty so long as these people are collaborating. But when silos creep up, your followers will get disparate messages that lack a dependable model voice. The outcome? Lack of belief and fewer motivation to interact.
Because of this, creating model consistency between your social and electronic mail efforts is a strong strategy to drive engagement on each channels. Knock down these silo partitions and allow them to be the dynamic duo they had been meant to be. Motivated by your extra compelling messaging, your viewers will reward you by taking motion.
4. Use your electronic mail as a testbed for content material
Your electronic mail listing may be the lifeblood of your group. By theorizing and testing, you’ll be capable to refine your ways and ship messages that get unbelievable engagement.
However don’t let your successes be confined to the e-mail house. Take your top-performing content material from electronic mail campaigns and discover a strategy to compellingly apply it to your social channels. No, this doesn’t imply you merely copy and paste the precise phrases out of your electronic mail into an Instagram caption. You’re coping with a special viewers on a special channel, so tailor the content material to carry out even higher on social.
This channel sharing goes each methods, so by no means hesitate to adapt your finest social content material to electronic mail. There’s merely no time to relaxation in your laurels on this planet of content material advertising and marketing. When one thing works, discover out why it did effectively after which search for methods to take it to new heights. Use the info you’ve collected from the primary marketing campaign to steer all of your future iterations.
By treating your social media and electronic mail as complementary however distinct entities, you’ll preserve artistic momentum and discover new methods to optimize your content material. Whereas your opponents copy the identical content material from one another in a bland cycle of regurgitation, you’ll stand out together with your distinctive high quality choices.
5. Observe up in your most essential social campaigns
In the event you’ve created a compelling social marketing campaign, remember to use your different channels to energise it. Your electronic mail listing can function a second touchpoint to remind individuals about why the social marketing campaign issues and what’s in it for them.
You’ll get even higher outcomes by introducing distinctive incentives to the e-mail channel. For instance, let’s say you had been operating a contest on Fb. Though individuals would possibly enter straight on that platform, you possibly can ship out a reminder electronic mail that offers them the prospect to get an additional entry in the event that they click on the hyperlink within the electronic mail throughout the subsequent 24 hours.
By utilizing a definite message that funnels as much as the identical overarching marketing campaign, you retain issues contemporary in your followers.
6. Invite your most engaged electronic mail contacts to a particular social group
This technique isn’t the fitting match for everybody, however it’s best to think about creating an invite-only social group in your core electronic mail followers. These could be the individuals who open each electronic mail and like to click on by means of your CTA.
What would possibly this particular social group appear like? Begin by selecting the platform that almost all aligns together with your core followers. Then create unique content material, promotions, and incentives to assist this group really feel that they’re getting rewarded for his or her loyalty.
As a consequence of their focused nature, invite-only social teams create highly effective engagement. You’ll simply must be considerate as you provide you with CTAs. The primary objectives ought to all the time be serving to your core followers really feel particular and giving them the most effective alternatives to work together together with your group.
The ability of mixing your electronic mail and social methods
By no means fall into the lure of viewing electronic mail and social media as competing channels. They’re not mutually unique, and, fortunately, neither one among them is “dying.” They’re highly effective property in your group because of their ease of use, low value, excessive engagement, and simple ROI.
If you use electronic mail and social collectively, you’ll develop each channels and create a extra cohesive expertise in your followers. And by introducing distinctive incentives on every channel, you’ll additionally promote total engagement.
As you experiment with the most effective methods to merge your electronic mail and social efforts, you may apply these finest practices to your different types of exterior communication. Embracing this “all palms on deck” method is crucial to standing out in a crowded market and offering an incredible buyer expertise.
All of it begins with a wholesome electronic mail advertising and marketing plan
Your electronic mail advertising and marketing must be firing on all cylinders if you would like it to have the power to spice up your social media methods. And one of the simplest ways to get it there’s by leveraging the professional assets from Twilio SendGrid. From automated transactional emails to focused electronic mail campaigns, our resolution is designed to enhance what you are promoting outcomes and make your life simpler.
You may join a free Twilio SendGrid account by clicking right here. Don’t fear, there’s no bank card required. As soon as your account is created you’ll be capable to entry all of the instruments essential to take your content material advertising and marketing to the following stage.
