Email and Social Media work better together
You may think of email marketing and social media as completely separate channels, each with their own audiences, content, and goals. That’s true to an extent, but with the rate at which both channels are exploding (email is the most popular online user activity on smartphones and other devices, and there are currently 2 billion active social media accounts in the world), marketers have realized that they can take advantage of one channel in order to improve the other, and vice versa.
This new strategy has an especially high ceiling for potential when you realize that crossover between the channels has traditionally been very low. One study recently found that of one company’s social media followers, only around half subscribed to their email newsletter. Marketers have an incredibly opportunity to leverage their social audience to improve their email reach, and vice versa. The only question is how. Reachmail has put together this really useful infographic with these answers.
Companies such as Kentucky Fried Chicken and Sony have already (successfully) experimented with integrating social media and email marketing, using strategies such as adding an email sign-up widget to their Facebook page and adding social media share buttons to their emails to increase their followers on both channels. Their results prove that when email and social media campaigns work hand-in-hand, companies can improve results within both channels.
But before you start tweeting links to your email subscription page or emailing your subscribers and asking them to follow you on Facebook, make sure that the heart of your email and social strategies are staying true to the original channels. That is, remember that email is typically a mid-funnel channel, while social media is about engagement; their different purposes should drive the use of the channels. However, by strategically integrating email and social, you can improve each channel’s reach.
See this article for examples of integrating email and social media marketing.