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6 Social Media Tricks to Optimize Email Campaigns

April 4, 2012 By Allison Landis
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Social media sites like Facebook and Twitter aren't going anywhere anytime soon. Today, one in nine people on Earth uses Facebook. Facebook has become part of our daily routine—almost as basic as brushing our teeth. And when you consider how much time people spend on the network overall, the amazing marketing opportunity begins to take shape and have an impact on your company's bottom line. According to the Syncapse Social Trac Report:

  • The average fan spends $71.84 on products they "like."
  • On average, fans are 28 percent more likely to continue being loyal users.
  • The average fan is 41 percent more likely to recommend the product or service to friends.

Just as stunning in the social sphere—Twitter averages 190 million tweets every day. With the massive amount of conversations happening in this space, you cannot afford to ignore it. Twitter is great for updating your followers about what you are doing, providing 24/7 customer service and offering a personal touch for your brand. The channel is especially aligned with news distribution and networking that B-to-B marketers already do through newsletters, lead-nurture programs, as well as re-marketing, re-engagement and event campaigns. It's a way to share articles and information with both prospects and your existing customer base and demonstrates just how knowledgeable you are about your industry.

Amid this great potential, email remains a top online marketing channel and continues to reign as a primary link between marketers and their customers in the digital world. The critical question marketers are (or should be) asking in that case is, "How can I take advantage of the all that social media has to offer using email?" It's a lot easier than you think. Start by creating campaigns that are designed to communicate across all channels, including Facebook, Twitter, email and mobile, with one unified brand and voice. Integrating your messages across multiple channels and devices allows you to be more effective at reaching and engaging the consumer. Additionally, when email is integrated with social media, there are several opportunities to leverage the information between the channels to increase brand engagement and drive key marketing objectives. Here are six important social media elements to consider for your next email marketing campaign:

1. You can use social media to drive your email opt-in list. If you have a Facebook presence, for example, provide visitors to your profile the opportunity to both "Like" your page and register to be a part of your email marketing database. On Twitter, promote your list by teasing your pending campaign and adding a link to your email sign-up form. These are easy and painless ways to offer another point of entry. 

2. Social media can provide marketers with deeper customer insights, allowing for better engagement and improved messaging. By taking the time to learn which social networks your customers frequent and finding where the discussions are taking place, you can determine what topics are being discussed and what content is being shared. This information will help you tap into the motivating factors that are driving your customers to share content, which will influence how you shape future content for your user base.

3. Every bit of integration provides opportunities to nurture a lead closer to the more serious commitment of providing an email address or even making a purchase. This is a huge benefit because in the past, when someone came and went from your website, the conversation was over. The opportunity to offer a smaller commitment to a social presence allows marketers to continue interacting with prospects, offering an extra tool to move them down the funnel to a strong commitment with your company.

4. There's significant potential for a "word of mouth" multiplier effect. This word of mouth multiplier can grow your list, increase awareness of your brand and drive your promotions.

5. Providing an opportunity to opt in through these channels increases the reach of your message. You can leverage your Facebook page to communicate about upcoming product upgrades, special events, awards and customer support announcements. You can use Twitter to create an ongoing dialogue stream with your subscribers to keep them engaged with your brand and product offerings.

6. You can also use email to drive your social campaigns. Integrating Facebook, Twitter and email can be as simple as embedding "share-to-social" links in your emails to drive content sharing across channels.

For an example of one company who successfully incorporated social media and email, we look to Dacor. Dacor, a designer of stylish, American-made, luxury kitchen appliances, initially wanted to grow its social presence and acquire new Facebook fans and followers on Twitter. By integrating a supplemental email campaign, Dacor achieved these goals and marketing success. Through a series of social media sweepstakes and an accompanying email campaign, Dacor gained five fold fans and followers, tripled list growth and improved email deliverability to 99.9 percent. From the new followers, Dacor was able to capture quality prospects to add its email database. Dacor achieved this by maintaining cross-channel messaging throughout its social media sites and email campaigns, as well as embedding social media links into its email messages.

Optimizing email campaigns with social media does not have to be complicated. The companies that will succeed will be the ones that apply basic marketing principles to all media channels, including social media sites, and maintain consistency across channels for fully immersive, integrated brand experiences.

Allison Landis is director of field marketing for Emeryville, Calif.-based email and Web marketing software company Lyris. She can be reached at alandis@lyris.com.
 

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