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Social Media needs email, and email needs social media. Learn how the two channels work together to elevate your online marketing campaigns.
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Social Media + Email Marketing
Why Do Marketers use Social Media?
• Educate• Promote Brand• Sell
• Generate and nurture leads
• Engage• Customer Service• Competitive Intelligence
• Public Relations• Network• Email List Growth• Monitor Brand
Why Do Marketers use Email Marketing?
• Educate• Promote Brand
• Sell• Generate and nurture leads
• Engage• Customer Service• Competitive Intelligence• Public Relations• Email List Growth
Email Marketing Campaigns
Benefits of Email Marketing– Cheap– Measurable ROI– Direct Marketing, customizable, 1:1
conversation– Dynamic - relatively easy to change, create,
and quick to customer
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Email Marketing Campaigns
Challenges of Email Marketing• Cheap - Everyone can afford to do it, which set up
unique challenges for differentiation• Hard to find experienced talent – although this is
getting to be less of a challenge as email has become a more mainstream medium.
• Executive buy in – overcome stigma of “SPAM”• Attribution – credit can go to other channels
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Types of Email Marketing Messages
Promotional
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Types of Email Marketing Messages
CRM• Product suggestions• Customer Satisfaction
Surveys• Event Reminder
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Email Marketing Campaigns
Newsletters
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Email Marketing Campaigns
Transactional
• Purchase Confirmation
• Opt-in Confirmation• Password Retrieval
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Components of an Email Program
• Target Audience• Creative• Lifecycle Management• Deployment
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Considerations• Message & Voice• Value of email to the recipient – Custom Centric
medium• How does the Email Program fit into overall
marketing plan and with other channels?• Competitive Intelligence - How are your
competitors using email to reach their marketing goals?
• Resources• Marketing Objectives
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Email is the Original Social Media
• A way to broadcast a message to the masses
• In its purest form, a two way communication medium
• More flexibility with content than other channels
• Ability to use data to segment and target content
Email and Social have a Symbiotic Relationship
• Email can be used to grow social media following
• Social Media can be used to grow email list• Email can be used to announce an event,
contest or interaction happening on social media
• Social media can be used to amplify the message of an email marketing campaign
Email and Social Channels are different
• Different messages• Different formats• Different objectives (albeit generally the
same goal)• Different subscribers.
Social Relies on Email….
Notifications of Activity as a Driver of Engagement on Social
Encourage ‘following’ on social networks
Email Relies on Social too…
Use social networks to grow lists
Drive Traffic to specific content on Social Networks
Social & Email work together to promote content
March Mania: Email
March Mania: Facebook
March Mania: Facebook
March Mania –Twitter
How to Make Social and Email Work Together
• Integrated strategy• Email and Social Media Manager sit next to
each other• Invest in both, and be aware of the
strengths and roles of each• Reuse creative assets when possible• Measure response separately and together
to account for attribution and bullhorn effect.