Email: Need a Lift?
7 Ways to Put Them Together
It's important that organizations develop a thoughtful, integrated marketing strategy to engage and retain customers. To fully maximize ROI, social media should be tightly integrated with email marketing.
Here are seven ideas to lift email response rates with social media:
1. Post links to your social sites. Start by telling customers you're active on social sites. It's worth the effort to use an API that makes it possible to "Like" or "Follow" your organization directly from your landing pages or websites, rather than creating static links.
2. Invite email customers to join your social networks. When you email customers, prominently feature links to your social media sites, which allows you to increase your reach into these channels and grow your networks. You might start with simple links to your social sites, but you'll improve response by offering a strong call to action.
3. Create sharing links. Articles featured in your email should include a unique "Share This" link to social networks. Sharing content helps you earn a place in the social stream of your customer. When content is shared, it extends the reach of your brand to their friends and followers. This enhances the reputation of your brand to new potential customers and increases the possibility for new revenue. Because the recommendation is coming from a friend, it is much more likely to be trusted. Likewise, as you create social content, or when you find customer-created social content that's worth sharing, feature it in your email communications. This can increase loyalty with current customers.
4. Share email content within social networks. Just as you share social content with your email subscribers, you can share email content with your social fans and followers. If you have a special offer available for newsletter subscribers, or have other exclusive content you want to share more broadly, share it with Facebook, Twitter or LinkedIn followers. Increasing the frequency and visibility of specific offers will produce higher response rates.