It’s no secret that email provides the best ROI of any marketing tool, with a whopping return of $44 for every one spent. A strong email marketing campaign can build brand loyalty and encourage consumers to make more purchases. They’re relatively simple, too. By following a few best practices like using an email address verifier, you can see success almost instantly.
However, content and social media – along with Pay-Per-Click (PPC) ads – are also helping marketers make an impact online. It only makes sense, then, that combining these strategies would give way to even stronger results.
This post will discuss exactly how you can integrate email with your social media strategy to bring your campaigns to a higher level than ever before.
Competitive Brands Focus on the Big Picture
Brands that are constantly reaching new heights with their campaigns do so by bringing together all aspects of their marketing efforts. Having an overarching view allows them to understand exactly how and why combining email and social media together works.
Companies strive to put forward a consistent brand voice across all platforms. Doing so should encapsulate all areas of the business, from Instagram posts to your weekly newsletter. However, when this goal isn’t achieved, it can lead to confusion and end up alienating customers.
It’s easy to see how this disconnect can occur if your email and social media teams are separated. By integrating efforts, you can easily prevent team members from feeling limited and also provide a more well-rounded experience to present and future clients.
Sync Your Teams
It’s important to understand exactly where your team stands before you send followers requests to subscribe to your email services. Meet with each team individually, and ask them questions like, “What are we already doing to integrate the two platforms,” and, “What goals can the teams help one another reach?” Finish by inquiring, “What seems to be successful on one platform that doesn’t work on the other?”
Once you acquire this information, you’ll be more prepared to move forward and integrate the two strategies. The next step is to make sure the groups are aware of one another’s schedules. This can help staff avoid doing the same task twice, as everyone will be conscious of the work being done by each team.
Syncing up calendars can also help to notify teams of events they may have been unaware of or unprepared for. For example, if you work internationally, one team may have a calendar of holidays in Spain that the other team was completely ignorant of. Project management tools like Trello can help streamline the work process and keep everyone up-to-date as to when initiatives start and end.
Promote Social Media in Your Emails, and Vice Versa
Once everyone is on the same page, you can start work on supporting them both. When you include links or reminders of your social media profiles within your email content, you can remind subscribers that they can interact with your brand in more direct ways. You can even include promotions or special offers to entice email users to follow your social pages, too.
When it comes to promoting email on your social media pages, you have different options for each site. On Twitter, for example, you can use ‘Twitter Cards’ that let followers subscribe to your email list without leaving the site. Facebook has a similar option that allows brands to add a subscribe form to their page. After doing so, users can sign up through your brand’s page.
You can also think about incorporating your subscription page within ads. This is another place that exclusive benefits or deals can come in handy. Something as simple as offering a coupon code when you sign up for the email list can tempt social users to subscribe.
Know Your Customer
When you input your subscriber lists to social media networks, you can heighten engagement and reach those who have already expressed interest in an entirely new way. Doing so can help you run targeted ads to those who may not have followed you on social platforms and remind them that you’re still around. It can also give you a better idea of what they’re looking for from brand interactions, as you can see their shared likes and information.
When you combine your email and social media efforts, the benefits are almost innumerable. Not only will doing so help you increase interaction in both areas, but it can also help you better understand exactly what your customer wants from you.
Another benefit is that team members will become happier and more efficient when they can work together. Linking your strategies together is a great way to help everyone win.