As we all know, there is a new kid in town and his (or her) name is Social Media. Is social media killing email marketing? Some tips to integrate rather than eliminate…
According to a study by GetResponse – Emails containing social media sharing options such as Facebook or Twitter generated a 30% higher ClickThrough Rate (CTR) than emails without them. What is even more interesting is that emails including at least three different sharing options had a 55% higher CTR, however the study found that only 11.2% of emails currently offer three or more sharing options.
It is promising to see that email marketing is becoming stronger and more effective through an integration with social media. So, how do we go about this? Here are a few tips on how to successfully integrate email marketing with social media:
1. Include “share” buttons in newsletters and promotions; and offer users a reason to use them.
A study by Nielsen Norman Group showed that students used the “share” option more often, when they could perceive benefits from it. For example, “Share this in Facebook and find out what your friends think about this product”, “Share this in Twitter so your friends know where to find you”.
2. Promote exclusive offers in Social Media Networks that are only available for email subscribers.
Email subscribers demand exclusive advantages for their loyalty, reserving certain privileges for only this group will increase the perceived value of your email subscription and gives motivation for other users to join.
3. Publish Facebook competition winners in the company newsletter.
Don’t focus solely on the direct incentives of social media competitions – such as an increase in brand recognition and Word-of-Mouth – but create a link between your social community and your email subscribers to open up the flow of interaction.
4. Create a mail group that includes Twitter followers and send them additional information through email.
Twitter followers appreciate the “information rich yet simple” perspective the 140 character limit offers, so offer them information that awakens their curiosity. For example, “Keep an eye on our Twitter page, we are announcing three steps the could win you a trip to New Zealand”.
Due to privacy reasons, capturing Social Media Users’ personal data has become complicated, yet voluntarily given details can create a considerable amount of leads. Facebook is becoming the biggest relationship marketing tool for companies, and the most important thing a company should do is to integrate social media with its existing marketing tools – such as email marketing.
So the answer is – Well, no, social media shouldn’t be signalling the end of email marketing. Every company has multiple tools and channels to utilise within their marketing strategy and social media has recently emerged as a sparkly new tool to get excited about. As the studies have shown, not only can social media work alongside more traditional techniques such as email marketing, these techniques are able to compliment each other to create a stronger overall marketing strategy for your firm.
The one thing you should remember is that Social Media is just another tool in your toolbox – not an alternative to existing marketing methods. A builder doesn’t pick up his brand new power drill and then leave his trusty hammer behind!