Integrating Email With Social Media Marketing: How To Do It Right
The marketing rule of seven has revealed that a prospective client must have a minimum of seven touchpoints before they get convinced to make the purchase. If you execute an omnichannel marketing approach, it imparts a consistent experience to the users and increases the likelihood of conversions.
Take a look at this comparison bar chart:
It is clear from this graph that email is quite popular among all age groups. However, social media is also not that behind. Your audience checks email as well as their social media platforms throughout the day. This implies that rather than taking a siloed approach, you must take a holistic approach. Use a combination of both these channels to get the maximum out of your marketing efforts.
This brings us to the next question: How to integrate email with social media marketing?
Before delving deeper into the “how”, let’s understand the “why”.
Advantages of Integrating Emails and Social Media
1. Email and social media integration helps to get a steady flow of subscribers on the email list
List building becomes even easier and faster when your subscribers share your emails across social media platforms. As a result, more and more people get aware of your brand because of word-of-mouth publicity. This will lead to a steady flow of subscribers and help you grow the email list.
2. It will allow the users to interact on other platforms except for email
Use your emails to promote your social media channels and let the subscribers know about your active presence on these platforms. You can ask them to follow you to get regular updates about the product launches and discount offers.
3. You can allow your subscribers to set the preferences
Your subscribers are likely to be more active on social media rather than emails. You can use emails to allow the users to choose the platform that they are most active on.
Now that you know the benefits of social media and email integration, let’s understand how you can do it.
How to Use the Combination of Social Media and Email Marketing Strategy?
1. Export your email list to the social media platforms
First and foremost, you must upload the list of subscribers to the social media networks that your target audience hangs out on. For example: If you are a marketer in the fashion industry, integrating Instagram and email is a great option for you.
2. Encourage your email subscribers to follow you on the social media platforms and social media followers to sign up for your emails
Take a look at this welcome email example by Innocent Drinks:
Did you see how tactfully they have promoted their blog and social media platforms like Facebook, Twitter, and Instagram?
In addition, you can use your social media platforms to get more people to sign up for your emails. This is important because platforms like Facebook and Instagram keep changing their algorithms quite often. Consequently, your social media followers might not be able to see all your posts in their feed. Email, on the other hand, helps you reach out to the clients with a personalized message. It gives a feeling of exclusivity to the readers which are not possible through social media posts.
3. Take the help of email incentives to build your social media followers
Harness the power of incentive-based email marketing strategy to engage your subscribers. You can use this tactic to persuade your email subscribers to encourage their friends or family to follow your brand on social media. Reward all those subscribers with a discount coupon or freebie.
4. Encourage your subscribers to share the emails on social media
Email Uplers sends out a beautiful Mother’s Day email with a “Tweet the love” button. Doing so will help you with cross-promotion of your campaigns and build social media visibility as well as email subscribers.
5. Incorporate live social media feed in your emails
A powerful technique to integrate social media and emails is to incorporate live social media feeds in the emails. Tools like Zapier can help you to include Twitter and Instagram live feeds in your emails. The beauty of doing this is that the feed gets updated automatically whenever anyone posts something on those platforms. For instance: In case an email is sent on Friday evening, the live Twitter feed will display the latest post updated at that time.
On clicking the feed, it will redirect the user to the Twitter account. Ultimately, you will be able to increase the number of organic followers and engagement on your social media platforms.
6. Impart a consistent experience across all platforms
Let me share Skillshare’s email and Facebook post with you.
Both the email and social media post convey the same message with a link that redirects them to the article that explains more about their new visual identity.
Even if a user has missed out on checking the social media post, they will be able to get the message through email. That’s the magic of consistent messaging across all platforms.
7. Use social media ads to retarget the most active email subscribers
Make a list of email subscribers who engage with your emails and click-through them. Retarget all these qualified prospects with social media ads. It will help you to get in touch with the prospects who are keen to buy from you. This will, in turn, make your marketing strategy more effective and cost-efficient.
Do not limit your marketing efforts to a single platform. Instead, use the combined power of all the platforms that are relevant for your business. The only thing you should keep in mind is that your communications must be valuable to the readers, irrespective of the medium.
Are there any other tips on your mind?
We would love to read your comments.