Social networks and email marketing are complementary tools. By combining them, you can maximise your future sales. We will explore different ways of integrating social media and email marketing to get a better return on investment.
Have you ever received a captivating email from a brand, only to discover that it had an inactive social networking account? How frustrating!
Social networks act as a showcase, enabling a brand to raise its profile by transmitting its message to a large audience simultaneously.
Email marketing, on the other hand, targets potential and existing customers who are at different stages of the buying journey.
So could combining an email marketing strategy with a social networking strategy be tantamount to combining loyalty and brand awareness?
This article explores ways of integrating social media and e-mail marketing to take advantage of their synergies and improve business results.
📊Maximise your market reach by using one channel to promote the other
While email marketing has proved its worth over the years and remains a cost-effective strategy, social networks attract a younger, more dynamic audience. By combining these two channels, you can expand your audience and potentially double your reach. Successful and seamless integration benefits users of both media, while generating increased revenue in the long term.
Here are a few suggestions:
- Use cross-incentives: Encourage your email subscribers to follow you on your social media platforms by offering exclusive incentives, such as competitions, special offers or bonus content. Similarly, encourage your social network subscribers to sign up to your email list by highlighting the benefits of doing so.
- Integrate social sharing buttons into your emails: Make it easy to share the content of your emails by integrating sharing buttons to the main social media platforms. This makes it easy for your subscribers to share your content with their network, extending your organic reach.
- Personalise your content based on social media interactions: Use social media data to personalise the content of your emails based on your audience’s interests and interactions on these platforms. For example, if a subscriber frequently interacts with your content on Instagram on a specific topic, send them emails containing similar information that might be of interest to them.
- Incorporate social testimonials into your emails: Use testimonials and customer reviews published on social networks in your email marketing campaigns to reinforce your brand’s credibility and encourage trust among your subscribers.
- Use Twitter Cards to obtain the e-mail addresses of interested parties.
- Use the features of Instagram, Snapchat and LinkedIn’s email search tool to find their targeted prospects or leads
- Include icons and links to social networks, e-mail and newsletters at the bottom of each page
- Create an exclusive Facebook or Instagram group for your email subscribers to give them access to unique content. For example, tips, videos, special offers, gifts, etc.
- Make it easy for email subscribers to share your content with their social media network. You can do this by including “share with your network” (SWYN) links in your emails.
- Try to convert your e-mail unsubscribers into social network subscribers. If a customer indicates on your unsubscribe form that they don’t want to receive emails but want to stay connected, direct them to your social networking platforms.
🔗Use synergy between the two marketing strategies
If you are currently engaged in marketing your products or services both by email and on social networks, it is important to review the coherence of your strategies. Disparate approaches can conflict with each other. A truly integrated marketing strategy is one that shares the same objectives, messages and methods, regardless of the channel used.
Make sure that every message, whether sent by e-mail or on social networks, reflects your brand’s established voice and values.
Here are a few ways to ensure marketing consistency:
- Align your email and social media marketing teams to ensure they work together.
- Coordinate schedules and calendars simultaneously across all your marketing channels to ensure your promotions are delivered consistently.
- Integrate email subscriber data with social network data to get a better understanding of your target audience. More data equals greater conversion potential.
- Reuse content from social networks in your emails and vice versa. This not only ensures consistency, but also saves time and resources.
📱Quality content for an effective marketing strategy
Quality content is essential for an effective marketing strategy. It is your company’s shop window across channels, reflecting its value and identity. Relevance and consistency are therefore essential to captivate your audience. What’s more, effective SEO work enables you to reach your target audience in the best possible way.
For our article, it’s important to emphasise this point. It is crucial to maintain consistency of tone and style between social networks and email. If these two channels are at odds with each other, your audience may not identify with your message. Your content also needs to be attractive and captivating to grab your audience’s attention.
To effectively convert social network followers into email users, and vice versa, it’s essential to create content that attracts and seduces. By providing compelling and engaging content, you can encourage users to explore other channels of communication with your brand.
Measuring and analysing performance in an integrated way is essential for evaluating the effectiveness of your overall marketing strategy, combining both social media and email marketing. By using the right analysis tools, you can obtain valuable data on audience engagement, conversion rates, return on investment (ROI) and much more, for both your social media and email marketing campaigns.
Bringing together data from these two channels gives you a holistic view of the performance of your digital marketing strategy. You can identify trends, patterns of behaviour and correlations between performance on social media and by email. For example, you might find that users who engage with your content on social networks are more likely to open your emails and make a purchase, or that specific campaigns on social networks lead to increased traffic to your website and increased sign-ups to your email list.
This integrated analysis gives you the information you need to identify the strengths of your strategy, as well as the areas where improvements are needed. You can then adjust your tactics and resources accordingly, focusing on what works best and making changes where gaps are identified.
Ultimately, measuring and analysing performance in an integrated way enables you to make informed decisions to optimise your campaigns, allocate your marketing resources effectively and maximise the overall results of your digital marketing strategy.
♾️Optimisez your sales with multi-channel retargeting campaigns
One effective way of increasing your sales is to set up multi-channel advertising retargeting campaigns. This approach allows you to target your email customers with ads on social networks, which represents a profitable investment. Directing ads to email subscribers who are already familiar with your brand can be a wise choice. By targeting an audience that has already expressed an interest in your company, you save both time and money. This is because the members of your mailing list have chosen to interact with you, which makes them more likely to engage with you than random internet users.
Here’s how it works: Make sure you embed a tracking code on your website. When an email subscriber visits your website, this tracking code attaches a cookie to their web browser, identifying them. This cookie ‘tracks’ the customer, recording the sites they visit and the social networks they visit. When properly configured, your social network ads should display when the visitor’s cookie is detected on the web.
By intelligently combining email marketing strategies and social networks, you can create a powerful lever for maximising your future sales. Throughout this article, we’ve explored various ways of integrating these two communication channels to maximise your return on investment.
Together, email marketing and social media form a dynamic duo, offering your business the opportunity to reach a wider audience and increase customer engagement. It’s essential to maintain consistency in your message and strategy, aligning your teams and integrating data to better understand your target audience.
By adopting an integrated approach, you can create more effective and personalised marketing campaigns, while optimising your resources and maximising your results. Whether through cross-incentives, intelligent use of content or multi-channel retargeting campaigns, harmonising your marketing efforts will enable you to take full advantage of the opportunities offered by these two complementary channels.
Ultimately, by investing in a marketing strategy that skilfully combines the best of both worlds, you can position your business for long-term success and increased sales.
