One of the biggest challenges email marketers face when employing a prospect emailing campaign is figuring out how to deliver the most relevant offers to the right people. Blasting out a one-size-fits-all message to a randomly selected list, or to a targeted list based on demographics alone, could lead to a high opt out-rate, eliminating future communications with important consumers.
A couple of sources of highly valuable targeting data that are often overlooked by email marketers can be found within social media sites like Twitter and even blogs. Most social media marketing efforts focus within social media platforms in the form of banner ads, sharable content and brand pages. Meanwhile, social media platforms claim their influence rankings or number of friends may provide lift. On the contrary, the fact is the current influence tools have not yet hit a high mark because the complexities of identifying true influencers remain a hindrance and have not performed nearly as well as traditional offline data assets available in the market.
Social Media Informs Traditional Channels
A more effective social media strategy is to leverage social media platforms in order to inform traditional marketing channels, where brands already have robust platforms, experience and measurement tools. These are the platforms where consumers are already comfortable being marketed to, thank you very much. Think of social media as a conduit that brings you closer to your customers and prospects, allowing you to deliver more timely and relevant offers based on buying signals, life stage events, hobbies and interests that consumers openly share. You can blend traditional data elements to qualify the signals gleaned from social media to ensure you are messaging to people who fit your best target audience profile. There are a number of products and strategies available today that can be combined to take advantage of this opportunity. Here are a few suggestions that can help get you started: