Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

6 Social Media Tricks to Optimize Email Campaigns

April 4, 2012 By Allison Landis
Get the Flash Player to see this rotator.
 

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.
 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his new book.  

Drawing Attention takes you step by step, to explain how you can unleash the incredible power of cartoons in various missions in your life, from marketing, advertising and sales promotion to job search, social media, VIP contact campaigns and more. 

With forewords by New Yorker Cartoon Editor, Robert Mankoff, and Sandler Training President, Bruce Seidman.  Free "Stu Heinecke Dingbats" font with purchase. 

<b>Note: You must have Adobe Acrobat Reader in order to read Drawing Attention, which is in PDF format.</b> Drawing Attention

(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. 

Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition contains updated industry statistics and benchmark figures, features up-to-date strategies for creating new revenue streams such as online marketing and sales and e-book publishing, and provides new information on using financial information to make key management decisions.

More than <b>two dozen highly practical forms and sample contracts </b>for immediate use are also included.

"One of the best references available today . . . providing a solid foundation and answering every question.” —Jan Nathan, executive director, Publishers Marketing Association 


“Vital to doing the business of publishing well.” —Independent Publisher 

"A remarkable book and a must-have volume for anyone interested in the business end of book publishing. Everyone in the book publishing business should have a well-thumbed copy on their desk." —David M. Hetherington, adjunct professor, Pace University, Graduate School of Publishing 

"No matter what your size, Publishing for Profit is an essential tool for growing your business. The book is about as close to an operations manual for a book publishing company as can be found." —Dominique Raccah, president, Sourcebooks, from the foreword 

"Publishing for Profit was immensely useful in helping me understand some of the subtler business challenges of a small press . . . Your advice is practical and immediately applicable." —Perry Donham, president, KidPub Press 

“The bible of the industry.” —Associated Press 

“Solid nuts-and-bolts advice for everyone who wants to run a publishing business, no matter how large or small. Forms and illustrations help make this manual crystal clear.” —Judith Applebaum, author, How to Get Happily Published 

“Publishing for Profit is a great book. It sits on my nightstand. I often pick it up and read parts of it again.” —Rod Colvin, president, Addicus Books Publishing for Profit

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition...

ORDER NOW

Who's Charging What Who's Charging What!

Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals can deliver powerful, response-generating direct mail, e-mail, Websites, catalogs,...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: