3 MORE Social Media Tactics to Enhance Your Email Marketing
With social media now in use by
millions and billions of users (depending on platform), we thought it was time
to revisit this
article about social media tactics that any integrated marketer can use to
enhance their email marketing. Social media has grown in leaps and bounds since we first published
that piece, and we are now happy to offer three more
social media tactics that you can use to enhance your email marketing efforts.
Tactic #1 – Run Dedicated Campaigns
Your emails don’t always have to be
complicated pieces with case studies or dense sales messages. Sometimes it’s
okay—preferred, even—to remind your audience about all of the other places they
can find and engage with your organization. Run a dedicated campaign for each
of the platforms where you have a social presence (or all of them, if you don’t
have very many). For example, send an email informing users what they will find
on your Instagram account, and give them a reason to follow you there.
Tactic #2 – Offer Audience Incentives
It’s human nature to ask, “what’s
in it for me?” when receiving a message asking us to take some kind of action.
Providing your viewers with the “what’s in it” for them encourages them to
subscribe to your email list. Provide an incentive such as a discount off of
the purchase price of a product or service from you, or a prize for
participating. Encourage visitors to refer others and receive inducements for
Tactic #3 – Include Social Sharing Buttons in Your Emails & Email
Opt-In Forms on Social Media
Make the most of your social
followers by cross-promoting your email and social accounts. If you have a
large number of social followers, but not the correspondingly robust email
list, encourage traffic from social to emails. Embed an email sign up form on
your social pages and ask your fans and followers to subscribe.
Likewise, link openly and clearly
to your social accounts in the body of your email—do not simply rely on the
inclusion of chiclets at the bottom of the message. Ideally, the first contact
you have with a new customer or prospect would include this information, but in
lieu of initial contact, simply make sure that this type of message is shared
at some point during your outreach efforts to new leads.
One Final Note
Both email marketing and social
media outreach allow you the opportunity to connect with your audience. And
each format has the added advantage of strengthening the other. Make sure that
you are using the two in combination, not isolation. Do you already include
this type of coordinated connection in your integrated marketing efforts? We’d
love to hear about it!