Email: Need a Lift?
5. Invite customers to ask questions or participate in discussions on social sites. Email marketing is traditionally a one-way communication vehicle, but now you can invite subscribers to ask questions and continue the discussion on your social networks. Make sure you have the ability to actively respond, and you'll find your customers will be more engaged.
6. Invite social media customers to sign up for your newsletter. Build your customer database by inviting fans and followers to subscribe to your email newsletter. Feature a one-click link to sign up, and occasionally remind fans and followers why they should subscribe.
7. Find brand advocates and create content for them to share. Segment your customer database and find your most active customers. Create content that they'll want to share with their social networks, and feature it prominently in your communications to them. Brand advocates appreciate an insider view into your organization or product. Potential customers often look to these advocates to help make purchase decisions, so giving your fans something to share will keep your organization or product part of ongoing conversations online.
Effectively integrating social media into your email marketing can help you grow your business. But to prove that, you need to define your goals and track social activity to key performance indicators.
Set up-front business goals that relate to the email marketing activities you implement. Along with revenue or campaign participation, key performance indicators should include reach, customer satisfaction, customer recommendations, brand awareness and brand affinity.
With those goals identified, track social media analytics with the same rigor you track email. Just as you create unique campaign identifiers to track the success of a banner advertisement or demand generation email, you should set up tracking that will allow you to measure your social media programs. Social analytics are an emerging science, and are more important every day.