Make Email Marketing go the Social Way

While some professionals are writing off email marketing as an almost ‘dead’ method, we at Juvlon, beg to differ. We won’t deny the surge in the use of social media. What we advocate is the smooth integration of email marketing campaigns with social media. Both, email and social media offer unique benefits as a mode to market offers. While almost everyone logs in to email each day, social media is also a great way to convert regular users into possible consumers. As a professional marketer, when you send an email to a customer base, the reach widens when the core message is shared on different platforms (eg. Facebook or Twitter). This enables you to get in touch with a new set of subscribers. The more people you track through your emails, the more chances you have of users reading your message and giving you that much-desired ‘click’. Therefore, YOU – as a marketer, would have broken the shackles of communicating only through email. Your marketing strategy will prove to be a successful one as it will attract more traffic and translate into revenue generation.

Use these ideas to merge email marketing with social media for assured results.

7 Ways to Integrate Social Media with Email Marketing

1. More than Mere Buttons
Adding social media buttons in an email is something you’ve already attempted. But, if you are in dire need to reach out to more users, create an exclusive email campaign highlighting some of the buttons. Request users to connect socially and ensure your message is clear. Do not stash those buttons in a corner. Adding an attractive call-to-action button with a catchy line in the center will certainly grab more eyeballs. (Include limited social sharing/connecting buttons but request that action!)


2. Control the Message
When you add Facebook or Twitter buttons, include a pre-defined update or a tweet. This makes it easy for users to share your email message. It also gives you the power to control the message format being communicated to new readers.


A simple code for the above example will look like following:
FaceBook: <a href=”“><img src=”” alt=”” width=”20″ height=”20″ border=”0″ /></a>

Twitter: <a href=”
&amp;url=“><img src=”” alt=”” width=”20″ height=”20″ border=”0″ /></a>

LinkedIn: <a href=”;url=“><img src=”” alt=”” width=”20″ height=”20″ border=”0 ” /></a>

3. Provide Temptation to Share
Here’s one golden question – why should your readers share a message? Give them an incentive. You don’t want the social icons to sit pretty in your email. Make them create action. Feel free to say, “Share on Facebook and get a 20% discount on first purchase”, or “Get your friends to ‘Like us’ and enjoy bumper savings!” Ensure this email message benefits your subscribers and their friends to reach a larger customer base. (You may devise a new strategy that is diametrically opposite to financial savings.)


4. Target Customers to Significant Channels
Study your customer base. Is your product or service dedicated to a particular age group? For eg., the younger lot of social media users may prefer Instagram/Twitter. (A LinkedIn button is not useful here!) Strategize the marketing message by understanding the social media channels used by subscribers. Divide the client database before sending email messages.


5. Encourage and Build Email Sign-In
In a time when apps on Facebook Like pages are oh-so-popular, use it to your advantage! Make the subscription process easy. Create an email sign-up form in Facebook apps to turn the casual browsers into regular readers. Join hand with reputed ESPs (email service providers) for a seamless integration. Your campaign details will be posted automatically to the Fan pages in the future. Use social media marketing platforms to build up on your email list. A company blog page can also include the sign-up link.


6. Request an Action
Don’t just send emails but request a review. Many social media channels have users either ranting or raving about a product. Online customers rely on reviews so requesting a feedback is a way to gather the bouquets and the brickbats. While many argue that negative reviews are harmful for a brand’s image, use tactful replies to smoothen out the problem areas. Users connected to the page will observe your response to criticism and gain faith in your product/service.


7. Display Your Social Media Messaging
Apart from reading your message, you require users to interact on your social media pages. Add a snapshot of your Facebook wall post or use your Twitter feeds in the email campaign. Ensure your content is crisp, clear and inviting, to beckon users to click and participate in the conversation.


The trick is to use some of these channels with a strategy that works for you. When you can have the best of both worlds, this is a surefire way to improve client engagement and get the best online marketing ROI.

So get started and be social through email marketing!


About the Author:
Smita More is a marketing professional and drives marketing activities for Juvlon – Email Marketing Software. Connect with Smita on LinkedIn.