Monday, July 29, 2013

Marry Your Email and Social Media Marketing

Did you know that email messages that include a social sharing option such as share, recommend or Tweet, generated 30% higher click-through-rates (CTRs) than emails without a social sharing option. Messages with three or more sharing options generated 55% higher CTRs. Emails with a Twitter sharing option returned over 40% higher CTRs than messages without any social media links, indicating the benefits of sharing may be vastly underestimated. Including social media sharing options adds to the email campaign. Your email customers should be your company’s most qualified ambassadors. Let them spread the message and your emails will work more effectively.

An old advertising slogan was: “No one ever got fired for buying more TV.”  Today that can be a very cost prohibitive option.  Today we could say that about your email. A recent Pew research project found that email is just as ubiquitous as search. More than 92% of adults use email every day. According to Pew, email is similar to search (and many other online activities) in that the youngest online adults, the college-educated, and those in the highest income categories are more likely than others to engage in the activity.

Your emails should be a consistent part of your marketing strategy, it will be easier to integrate social links and then use the social media element as a point of customer engagement.

Play by the tried and true rules: Just because your email campaign includes social media icon links, don’t throw the rest of the rule book out the window. Define the campaign goals. Is the desired outcome more social media “followers?” Or is it to get customers to convert on an offer as well as share it? Social integration still demands campaign planning and optimization solutions include speed and efficiency for transactional emails, split testing, and related feature-based improvements designed to maximize results.  It doesn’t matter whether the goal is to make the phone ring, more folks through your door or to sell more items, measure how well your results matched the plan.

Build new lists:  Facebook can be a great vehicle for attracting and retaining email addresses. Just as email can drive users to Facebook (or other social sites), Facebook can drive users to your email list.  Your reach is measured by your success.

Keep your contacts updated: And if you’re going to send your emails to this specific group, make sure you create valuable and targeted content and personalize the messages so that they retain your companies’ communication style.  This is where the phrase “content is king” means the most in relation to your dollars and cents returns.

Remember that email adds value for the customer’s relationship with your company. Make sure that part of that value is extending the social experience as well.

Do you need help with your next print media communication?  Call MI Printing 623.582.1302 and let us be your local printing resource.

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Phone: 623.582.1302