6 Ways to Integrate Social Media Into Your Email Acquisition and Retention Efforts
A great way to integrate social media into your overall digital marketing mix is to introduce it into your existing email marketing acquisition and retention efforts. To establish a natural synergy and ongoing connection between the two channels, there are six basic things you should do. They include the following:
1. Have a social media channel opt-in. Include an email opt-in form where possible on the main page of your various social media channels. When it's not possible, promote email acquisition through a graphic or prominent line of copy linking to a dedicated opt-in landing page.
2. Have a call-center script opt-in. When asking for an email opt-in, conclude the call with an informative statement explaining your brand’s social media options — regardless of whether the person opts in or not. Something as simple as, “Don’t forget you can follow us on Facebook and Twitter,” will likely make a noticeable impact. Just be sure your call-center team is well-versed on social media and your brand’s options.
3. Have a website opt-in. One of the easiest things you can do is introduce your brand’s social media options on an opt-in confirmation web page, such as “You are now subscribed. Become a fan and view updates on the following social networks." Then include logos with links to each channel. Repeat the same approach if you have a preference center as well.
4. Use transactional messages to promote email acquisition to nonsubscribers. This is a commonly missed opportunity in transactional messages. Definitely make it a priority, and while you're at it, be sure to promote your social media channels as well. Whether a graphic promotion or basic line of copy, this is a great chance to convert a known customer into one of your communication channels.
5. Promote your social media channels with a win-back campaign. If you have an existing win-back campaign in place — or plan to create one — make sure to educate your customers on your social media channels as well. Promotional content stating something like, “Did you know … ” can quickly communicate alternate ways to stay connected that are more convenient and better suited to your customers’ current needs, thus saving customers who might not otherwise respond to email-only win-back efforts.
6. Offer website opt-out. Though we never want to see anyone opt out, that doesn't mean customers have to be lost. Just like in the website opt-in recommendation, be sure to promote other “great ways to stay in touch” via your social media channels.