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Email Marketing Fuels Social Media Campaigns

Email marketing and social media are keys to online business success. This is true for both small and large businesses alike; the problem most have is effectively integrating the two.

Many use social media to drive traffic to landing pages and signup forms in order to build their email lists. From there, they start their email marketing campaigns. This is effective, but email can also be used to help fuel a social media campaign.

Here are five tactics to make email a driving force for successful social media campaigns.

Include Social Components In Email Newsletters

Elite Email allow social profiles to be included in each email template. When setting up a newsletter, including social profiles does two things:

  1. It allows the recipients of an email to share it with their friends on their preferred social networks.
  2. It also gives recipients an opportunity to connect with a brand on social media by following that brand’s account or page, opening an additional channel for communication and engagement.

As the online space becomes more crowded, competition for attention is fierce and brands need to take every opportunity available to them to get in front of their target customers. When someone who has already opted in to receive emails chooses to follow and engage with a brand on social media, it increases the chances that they will help to spread that brand’s messages to their social contacts.

This is the online equivalent to word-of-mouth advertising. People still trust the recommendations of their friends more than any other form of marketing.

The other way to make emails social is to include hash tags. Twitter, Instagram and Facebook all make use of the hash tag feature to keep up with a particular topic. If a brand is launching a new campaign with a heavy emphasis on social media, they should have a topic picked out that they will create a hash tag for.

It could be the topic itself, or a related word or term that fits that topic. Whatever it is, it should be included along with graphics and videos in emails to encourage sharing, the use of hash tags and further engagement.

Give An Idea Of What People Can Expect On Each Social Site

When sending an email with the intention of boosting a social media campaign, users may want to know what will be different from the normal email and website content they are used to.

Creative emails may include videos, images or gifs that show users what they can expect to find on social media. It may be a contest, special deals and offers only shared with followers on social media, or even non-promotional content meant to build a brand.

It doesn’t really matter what the campaign entails. The only thing that matters is that people know what they are about to see, and that it is interesting enough for them to engage with it.

For most people, choosing to engage with a brand on social media is a step lower in terms of commitment than giving their email address. They are most likely already getting a steady stream of emails on a daily basis and can get overwhelmed.

Taking the opportunity to lighten things up and provide some sort of incentive to engage socially is a great idea. Not only does it change the dynamic of the brand-customer relationship, it also gives brands an opportunity to get more personal feedback on what is working and what isn’t.

Tell People What You Want Them To Do

A strong call-to-action is often the missing element in getting a conversion of any type. People don’t always know it, but they need to be told what to do.

If a brand includes social sharing with their email newsletters, they should tell users exactly what to do. Including a call-to-action in the email with directions to like a brand on Facebook, tweet an email newsletter to their friends, use a hash tag for discussions or follow on Instagram is a surefire way to increase social activity between target customers and brands.

Don’t just include icons or use a short line like “This email can be shared” at the end of a paragraph or at the bottom of a newsletter. Use clear instructions like “This email can be shared with your friends, click the Twitter icon to tweet it now.”

While it would seem that most people online would know what to do, many don’t. And those that do will often look past the sharing icon and eventually close the email. Tell them what to do and they are more likely to do it.

Make Your Landing Pages Social

Since most email is sent with the intention of getting the recipient to click a link to take them to a landing page, those pages need to be social media friendly as well.

Instead of including the sharing icons at the top of each post or in a scrolling bar to the side, begin each page with a social call-to-action. There may be an incentive, such as unlocking content on a blog post or getting access to a discount code. Likewise, there may be no incentive and simply the direction to share with friends. By building your Facebook and social media profiles (there are many companies that help with this), and by optimizing your landing page call to actions, you will improve your conversion rate significantly.

Each campaign is different, but if the purpose of a particular email or sequence of emails is to fuel a social media campaign, then each action a user takes should reflect that.

Use Email To Test Headlines

Headlines are vital to attracting visitors, getting email opens and earning social shares. The best usually evoke some form of emotion or pique curiosity.

If a business already has a large email subscriber list in place, they may want to test a sequence of emails on a topic related to their social campaign with different types of headlines.

From here, they can track open and click-throughs to determine what works best for their audience. People in different markets will respond differently to each type of headline. Some will open and click-through for headlines that appear urgent. Others will respond best to headlines posing a question. Some may even respond favorably to controversial topics included in headlines.

The key is to set up a sequence of emails leading up to a campaign and to track which headline received the most action. Once that data has been gathered, more effective headlines can be written for a social media campaign.

Bonus Tip

Use email to hint at something new on the horizon. It is not important to tell people that a new social campaign is starting, but to hint at something new and fun to watch out for.

This curiosity builds suspense and interest. These help to keep a brand in the minds of their audience, helping to ensure that whatever it is they do, people will take action o it once that new thing that has been hinted at actually happens.

Integrate All Channels To Maximize Success

Instead of focusing on one area as the main marketing focus, brands need to know how to use each one to fuel the other. Effective email marketing can drive social, just as effective social marketing can help fuel email.

 

Social media has changed the world we live in….

If you jump back in time and told someone to “tweet something”, they’d think you have lost your mind. If you told someone to pin something to your board, they’d grab a thumbtack and look for your cork board (what’s a pinterest?).  A face book was a printed directory that you’d find at most universities with photos and names in it (remember when things were done on paper?). And if you mentioned “Instagram” people might have thought you misspoke and meant telegram… which is a message sent by telegraph and delivered in printed form.

Now these words that didn’t exist up until recently have had such a profound impact on the way society operates.

With the dramatic effect that social media has, it is no wonder that businesses, brands and celebrities have now incorporated “social media” as a cornerstone of their marketing mix. It is simply too powerful to be ignored… and far too lucrative!

That being said, many small businesses still lack the tools to effectively use social media. They know it’s important, they know they want to do it, but they don’t know where to start. There are a variety of enterprise platforms that can do powerful things, but that simply isn’t affordable for the average small business. That is why in the very near future, Elite Email will be launching a brand new Facebook Page Builder that will empower small and medium sized businesses to create engaging and dynamic content on Facebook beyond their “wall” and “photo sharing”. This new tool will be easy to use with point & click wizards so that organizations of all sizes can capitalize on the full potential of social media.

Before launching this exciting new tool, we wanted to take a look at how celebrities are using social media to discover just how well they are able to build “virtual hype” in a digital world. Can they send fans flocking to an event in just 140 characters? Can they boost movie ticket sales with one post on Facebook? Can one picture on Instagram make headlines in all the entertainment magazines?

There were a bunch of rankings online that showed the popularity on individual social networks, but none that looked at a celebrities social influence across several of the most popular social networks to truly measure the impact they can have.

With that in mind, today we released the Celebrity Social Media Power Rankings 2013.

I hope you have as much fun checking out the rankings as we did putting them together!

Celebrity Social Media Power Rankings 2013

 

This week we are releasing 8 more new templates to our gallery.

We have three more templates for to add to our Social Media category, and for the second week in a row we are introducing a new category, “Press Release” with 5 new templates.

These new templates are all available in our template gallery today.

View More Email Templates

 

Press Release 292 Press Release 294 Press Release 295
Press Release 296 Press Release 297 Social Media 288
Social Media 289 Social Media 290

 

 

We have 8 new templates this week for our customers.

In addition to 3 new business templates, we have a new category, Social Media with 5 new templates.

Check them out below and login to use them today.

View More Email Templates

 

business280 business281 business282
socialmedia283 socialmedia284 socialmedia285
socialmedia286 socialmedia287

 

 

I’ve always been a proponent that email marketing and social media go hand-in-hand. In the world we live in today, it’s all about communication & relationship building, and both email marketing & social media act as different channels for engaging in conversation. All organizations should not be playing in just one of these sandboxes, but should be actively involved in all of them to ensure their brand runs the gauntlet of where customers might be looking for them.

I remember a time not too long ago when a “tweet” meant nothing at all and no one had heard of this thing called Twitter. Now Twitter has announced that half-way through 2011, Twitter users are sending 200 million tweets per day. That is written as 200,000,000… that’s a lot of Tweets! Assuming everyone is maxing out their 140 characters, that means that over the Twitter-sphere is about 28 billion characters per day.

Just to give context to the growth of Twitter, in January 2009, there was about 2 million tweets per day. Now, according to Twitter’s blog post, with this 200 million milestone, the world writes the equivalent of a 10 million-page book in Tweets every single day!

Is your organization actively tweeting? Do you have a Facebook page where your customers can connect with you?

I know it can sometimes be difficult to find something to say, but did you know that you can easily share your email newsletters from Elite Email on Twitter, Facebook and any other social network?

Right after you send your email, it can be published to the web using the Email-2-Web feature in your account. This gives you a dedicated URL for your email. Many people use this to link to past emails from their website, or link to last month’s newsletter in this month’s newsletter, but you can also use it to feed content into your social networks.

[Tip: If you are sending private content, you can deactivate the Email-2-Web feature so it is not published online.]

All you have to do is grab the URL to your email from the Email-2-Web page and then post it right to Twitter, Facebook or any other social network.

Any interactions that occur on the web-version of your email will still track in your reports. But, unlike with email contacts, you won’t be able to see the detailed information about who is clicking because once it’s in the social network universe, it really could be anyone.

When someone visits the web version of your email, it can easily be re-shared using the social sharing links that are automatically added to the bottom for you.

I strongly suggest you get in the habit of sending your email to your mailing list and then sharing it on the various social networks.

This isn’t to say your email content will go viral, since it might not be as captivating as that “Friday” song we’ve all come to love (hehe), but it will definitely extend your reach beyond the inbox.

© 2013 Elite Email Inc. Blog Admin