Lesson 3: Shareability
You’ve learned that trust in email marketing is vital to growing your subscriber relationships and that copy facilitates the discussion. There is a secondary dimension to your relationship with subscribers in this digital age – social media.
In 2015, email marketing and social media will account for the largest increases in digital channel spending. These large increases means two things: that these channels are proving most valuable to marketers and email marketing continues to be a viable channel. Smart marketers will not only be looking to these channels more going forward, they will be looking at ways to utilize one to aid the other and vice versa.
Here are 5 tips that can make your emails and your social media presence seamless for subscribers:
1. Tailor the conversation to the medium. Email subscribers may be looking to you to provide tips and ideas in a regular newsletter. Facebook followers might want deals and promotions. The opposite could be true as well; it all depends on your subscribers. Cooking retailer, Wilton, surveyed their subscribers and followers to find huge disparities in their audiences. Once they learned what each audience was looking for, they were able to appeal to the variety of interests through the correct channel. If your email and social media content is exactly the same, you may be missing the mark with your subscribers. Remember, you want to nurture your relationships with subscribers, so make sure your content is relevant. Try out a survey of your own and make a strategy based around that instead of your own presumptions. Speaking of...
2. Be aware of your audience’s social medium of choice. If you’re a cooking and baking company like Wilton, you may want to focus your efforts on sites like Pinterest, Instagram, and Facebook where pictures and recipes thrive. If they were to spend all their time on LinkedIn, they may be missing a lot of potential visibility. Think about your company’s vertical and which social media site best relates to it. This doesn’t mean that you shouldn’t be on other sites, but it may guide how you allocate time. Additionally, the emails you should be using to push to these pages should complement the image you project online.
3. Integrate liking/following into email. It is fairly common practice to include social links in email. Many companies end up adding them because they “should” without putting much thought into why or to what end. If you aren’t seeing any success with your social in email strategy, perhaps it’s time to switch it up. Instead of simply adding the links at the bottom on every email, try an email dedicated to gaining followers or carving out a larger space that focuses on social in a popular email (like a newsletter). Subscribers may find their eyes glazing over once they’re at the bottom of an email, so you may be missing out on potential followers if they’re buried in every email.
4. Integrate subscribing into social. “Social media audiences are ‘leased’ rather than owned, and nothing exemplifies this truth better than Facebook’s declining organic reach” (Reachmail). Email, with opt-in subscribers, is a truly owned channel and should remain a focus. However, followers on social media are important for your brand and growing your visibility so you should be leveraging Twitter and Facebook to grow subscriptions. On Facebook, you can add an anchored link onto your page that subscribes followers when they click.Twitter cards are a great way for companies to promote their email newsletter without appearing too ad-like. Which leads to…
5. Preview your email content on social. Facebook and Twitter are great avenues to preview the deals and content from your emails. If you preview a few of the deals or articles before your newsletter is released and link to where to sign up, you can build a bit of anticipation and curiosity – and probably your subscription list.
Too many marketers are looking at social media marketing and email marketing as separate and contradicting channels. Instead of keeping them apart, utilize the power of each to help the other in strategic ways.