Although some people see email marketing and social media as two different marketing channels that should be treated separately, they have things in common.
Both allow you to interact with each follower individually, establish an emotional connection with them and both aim to convert prospects into buying customers.
Leaving their similarities aside, social media is excellent for attracting new people to your business, whereas email marketing is effective at making these people convert.
In other words, by combining these two marketing channels, you’ll bring together the best of both worlds, ultimately increasing the results of your marketing efforts. But how can you do this effectively?
Let’s have a look.
1.Maintain Brand Consistency
If you were to treat email marketing and social media separately, chances are that you’d have two different marketing teams working on them. That might lead to your messaging being inconsistent across these platforms.
Your social media approach might be friendly and use an informal tone, but your emails may be formal and more serious.
Consequently, your branding will become weaker, which will lose you, potential customers.
With that said, when using these marketing channels in tandem, make sure that you send your message across using the same tone and voice. This will allow you to maintain consistency and be more effective at building your brand.
For that, you’ll need to create a customized email template that reflects your brand’s identity. Consider working with a custom web design agency for the best results.
2.Use Emails for Testing
In most cases, you can’t get your social media advertisements right on the first try. You’ll need to test multiple variants of your ads until you find what’s most effective.
However, running ads on social media will cost you, and until you get to optimize them to maximize their efficiency, you might lose quite a bit of money.
But with emails, sending ads is free. That means emails serve as a great testing platform for your advertisements, allowing you to optimize them before getting the ads on social media.
3.Reuse Your Content
Speaking of saving money, how about reusing your content on different channels? For example, if you posted an article containing an infographic on social media, you could use that infographic in your emails as well.
Sure, you’ll still need to create exclusive content for both, but there are still plenty of people who follow you on social media but may not be subscribed to your newsletters and vice versa.
4.Add Social CTAs to Emails
Having mentioned that, you still need to lure your email subscribers to your social media accounts. That’s because potential customers need to encounter a brand up to 12-times before making a purchase.
If you were to send emails twice a month, that could take a bit of time. So, to speed up the process, make sure to include social media buttons in your email signature. This is the least intrusive method, and recipients will still understand the CTA’s purpose.
Furthermore, you could ask email users to like, share or follow your social media pages as part of your email copy. But remember to give them something in return, like a free e-book or a discount.
The same goes for social media. Running contests by letting followers participate with the condition of subscribing to your newsletter is a great way to grow your email list.
But make sure to come up with a strong CTA and a good prize so you can give them a good reason to participate.
What’s more, with this method you could feed two birds with one seed. Followers interested in your contests will probably share them with their friends, improving your brand visibility while increasing email subscribers at the same time.
Another way to get users to subscribe to your email via social media is by instilling the fear of missing out. For example, you could promote a discount exclusive to email subscribers, but for only a limited time.
Leverage Social Proof
We’ve talked with a few top ecommerce web developers, and they said that displaying social proof is crucial for generating sales. 83% of consumers make their purchase decisions based on recommendations from their peers.
That said, consider encouraging users to share their thoughts about your company and the experiences they’ve had with you. Then turn those into posts, like testimonials, which you could use in your emails as well.
However, adding the social CTAs we discussed should be enough, as this is less pushy and likely more effective.
5.Get Involved in Social Media Groups
Here’s the thing: Not everybody in your email list has to be subscribed to your newsletter. People who follow social media groups usually receive email notifications whenever something gets posted in those groups.
That’s where you come in. By getting involved in these groups, chances are that your content will reach users outside your email list.
With that said, make sure to post quality content to increase the chances of attracting new people to your brand.
6.Don’t Give Up on Unsubscribes
If someone unsubscribes from your newsletter, it doesn’t mean that they’re gone forever. People have different reasons for doing this.
Some people may not find your content interesting, while others don’t want to have their emails bombarded with updates and then there are those who don’t like to interact with brands via emails.
You’ve still got a chance to get the last group to follow you, not just via your newsletter but also on social media. For that, consider customizing the unsubscribe page so you can direct the users’ attention to your social media profiles.
Segment Your Email List
Like the people who unsubscribe from your email list, subscribers also have different reasons that make them follow you.
Some are loyal customers who want to be up-to-date with your brand, while others are new people who want to know more about you.
Segmenting your email list will allow you to understand the different types of customers you have and how you can send personalized messages to resonate with them.
For example, you could notify new subscribers of your discounts, as that might be the push they need to make a purchase.
Regarding loyal customers, you could let them know about new product releases related to previous purchases they made.
7.Upload Your Email List on Social Media
Speaking of segmenting your audience, uploading your email list on social media will allow you to find data about your subscribers along with your social media followers.
Consequently, you’ll be able to understand your email subscribers to get a better idea of how to create tailored emails for maximized efficiency.
Furthermore, this allows you to treat the audiences from both marketing channels as being the same, helping you maintain brand consistency.
All in all, combining email marketing with social media is great for getting more followers and increasing your email list.
The techniques above will help you optimize your advertisements before you roll them out on social platforms, generate more sales, and better understand your audience.
What’s more, treating these marketing channels as equals will ensure strong brand consistency.