Despite what you may have read in some “trend piece,” email and social remain important channels for cultivating a consumer base and driving action—but these efforts must work in harmony.
When email and social media teams work in silos, the brand’s messaging loses its consistency and clarity, and their marketing becomes less effective. By working together, however, these teams can create efficiencies, share knowledge, and ensure the best pieces of content reach a wide audience.
Here are five easy and actionable tips to better integrate your brand’s email and social marketing.
Make It Easy for Fans to Follow You
Your fans’ inboxes are overflowing with hundreds of emails a day, and their social feeds update every minute with new posts. Why not make it simple for your fans to follow your brand across digital platforms, and increase the chance they’ll see your content somewhere?
The easiest way to do this is to add social media buttons into your email template, and include an email signup link on your social profiles. Ensure that all these links are properly sourced so you can track how many users are clicking and joining your community. Another good idea is to include “follow us on social” calls-to-action in your email welcome series, which is the first round of emails that new subscribers receive after joining your list.
Test New Acquisition Tactics
In addition to passively including social and email signup links, there are a variety of more sophisticated tactics brands can use to acquire new community members. On the email acquisition side, Facebook and Twitter both offer lead generation ad units in which you can generate email signups directly from a post or tweet that users see in their timelines. The most effective lead generation ads include a compelling reason an individual should sign up for your list; for example, a contest or merchandise promotion code.
On the social acquisition side, you can target email subscribers with follower ads, meaning they’ll see ads on their social feeds with a call-to-action to follow your brand. To do this, you’ll need to upload your email list to Facebook and Twitter (more on this below).
Target Across Platforms
Uploading your email subscriber list to social channels offers a variety of benefits. Using tools like Facebook Audience Insights, you’ll have a wealth of information about your subscriber base. Knowing, for example, that your list is made up of mostly women between 25-45 who like dogs can help you create better content they’ll enjoy. In addition, uploading your email subscriber list to social channels is a great way to increase the amount of touch points you have with your audience.
In today’s world, customers don’t make a purchase the first time they hear about a product or an offer. They research the product, read customer reviews, and look at competing brands. Even if a customer has read your email, targeting them with similar content on their social feeds can increase their likelihood of remembering your brand, and encourage them to take an action.
Use Social to Build Brand Ambassadors
Your email community often consists of customers who know your brand well. Turn these customers into brand ambassadors by making it as easy as possible for them to share your content on social. Include direct share links in the body of your email. Plug your URL into the Facebook sharer, create a “click to tweet” link, or use a tool like Share Link Generator to easily build out social share links and HTML codes to add to your emails.
A great example of this in practice is to include social share links in a post-purchase thank-you email, or ask the customer to write a product review online.
Share Learnings and Collaborate
All of the tactics listed above require coordination between the email and social teams. Embrace this collaboration and use it to your advantage! Both the email and social teams should regularly be tracking performance of content on their respective channels, and setting aside time to share trends and learnings with each other. If there is an overperforming piece of content on social that the email team hasn’t yet seen, there might be a way for them to repurpose and leverage that same piece of content, and vice versa.