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Some Things Go Better Together
As a digital marketer, you want to provide a seamless digital experience to your audience. Integrating your digital channels to support one another, as well as supporting all of your marketing efforts, allows for a more holistic approach. Today, more and more marketers are taking a multi-channel approach to leverage and optimize their ROI. According to DMA’s 2016 Response Rate Report, marketers continue to claim email as the number one channel, earning 122 percent ROI, with social coming in next-highest, at 28 percent ROI.
Yet, many brands continue to struggle with integrating email and social media effectively, not because it’s hard, but because the right hand isn’t talking to the left hand, and vice versa. This is why the first step is to get them talking with one another. Assess where you are and what you hope to achieve by working together. What’s great is there is absolute overlap between both email and social for them to coexist harmoniously.
Here are (7) seven ways to integrate social media and email activities to support one another:
1. Add social media icons to your emails to follow your brand on social media channels
- Most email programs offer this standard in their templates these days, but it’s just as easy to add the social icons and links manually to your template.
2. Create ‘click to tweet’ or ‘one-click share’ options for other social networks in your emails so your audience can easily share on the network of their choice. This will expand your reach of your content.
- This is also a great tactic when trying to enable internal employees to share your content. At SparkPost we have a Marketo template that we send out weekly that allows employees to share to whatever platform they prefer. This is a nice alternative to asking employees to log into a social marketing automation platform such as HootSuite Amplify, Oktopost, or GaggleAmp. Because instead, this gets fed to them weekly in a format they already log into every day and consume. Plus with one-click buttons, it makes it super easy to share.
3. Use Full Contact or ClearBit to identify the social networks that your constituents are on.
- By doing so you can then send a targeted email to those constituents on a particular network and tell them why they should follow or engage with your brand on that network.
4. Promote email opt-ins by using a Twitter card to have folks sign up for your email list with the click of a button or by adding a ‘subscribe’ tab to your Facebook page.
- By comprising a tweet or post that tells folks what they’re missing out on in your email campaigns, you give them a compelling reason to sign up. Plus they never have to leave the social network they’re on to subscribe.
5. Upload your subscriber lists to social networks to create tailored, custom, or lookalike audience ads.
- If you’re not doing this then you are missing out on a golden opportunity for brand awareness, affinity, and recall. Getting in front of your prospects/customers in a place where they already consume content keeps you top of mind for when they need your product/service. Or better yet, when someone asks them about your industry.
6. Drive people to your website via email or social and then retarget them via social or online ads.
- As we all know, it takes on average 7-12 touches to convert, so by giving folks a call-to-action to your website or blog so you can retarget them for a second chance at conversion is genius.
7. Re-engage your constituents by sending them back to your website or landing page for a specific purpose or campaign.
- Since society is so bogged down by content these days, in order to cut through the noise on social media you need to spend a lot of money on advertising. But if your budget is constricted, a gentle reminder via email that a specific campaign is going on, is sometimes the best tactic to alert people about it. Why? Because everybody who is on social media has email.
With the ubiquitousness of email and the ever-changing landscape of social media, there are constantly new opportunities emerging for these platforms to play off one another to optimize your digital strategy and marketing ROI. Don’t wait for the next big thing, evangelize your current assets and you’ll be amazed at your results.
This article was originally published in the Social Tools Summit Magazine.
A BIG HELLO TO ALL OF YOU! My name is Preeya Prasad, and as some of you might have heard, I am the new social media manager here at SparkPost! I am very excited to start this role! I have some great ideas that I cannot wait to share!
A Little About Myself
I am based out of San Francisco; I am originally from Fiji and moved to the Bay Area when I was a toddler and have lived here since. The Bay Area has been a very special place for me; growing up here has been an absolute privilege. For those who have not visited the Bay Area, it is an amazing place to visit. We have everything from great food, music, art, sports teams (GO WARRIORS!) and lastly and most importantly, some great weather!
Why Social Media?
My passion for social media stems from my background in Psychology. I have a degree in experimental psychology from Saint Mary’s College of California. While I was there, I spent time researching human behavior, learning about people of different backgrounds and how we connect with one another. So a career in social media seemed only natural!
My Journey To Becoming a Social Media Manager
Right around the time I graduated from college was when Facebook was just starting out (back in the day when it was just for college students). Soon after, Twitter came along and Instagram followed. I was completely fascinated with how I could connect with friends and family from around the world. Geography was no longer a boundary – we were all one post or tweet away. I loved how social media allowed us to share our opinions, thoughts, and views about everything from politics to entertainment. It connected us during major events from eclipses to elections to the premiere of Game of Thrones. For a moment in time, we were all connected; no matter what part of the world we were in. Social media helped break all communication boundaries and created a powerful human connection from each corner of the world.
What Have I Been Up To In Social Media
Over the last couple of years, my focus has been creating social media strategies and campaigns for employer branding initiatives. I leveraged Facebook, Twitter, LinkedIn, and Instagram to communicate the company’s mission, vision, and the value of the platform we were building in a positive and authentic way. It helped to attract thought leaders and potential candidates to engage with us and to connect with a broader range of audiences outside of our normal demographics. My role essentially was that of a storyteller. Each day I got to tell a story not only about the company itself, but also of the people who worked there and the difference we were making in the world with our products.
Now When I am Not On Social Media…
When I am not posting, Tweeting or Instagramming, I am either at yoga, hanging out with friends, going to the movies or out exploring. When I am not out exploring or hanging out with friends, I am giving back to my community which is something I am very passionate about.
I am a volunteer with Taproot which allows me to work with non-profits all over the Bay Area. I help them with any marketing needs they may have. I also volunteer with Glide Memorial here in San Francisco for a number of things: from serving lunch and holiday meals to helping with toy and clothing drives. Another non-profit that I have partnered with in the past is Project Open Hand. They do amazing work here in San Francisco ensuring that everyone gets three hot meals a day. Volunteering is something very important to me. It is not only my way of giving back, but also helps make where I live a better place. If you are ever interested in working with any of these of non-profits or have questions in general about volunteering, please feel free to reach out to me.
I look forward to connecting! I would love to hear from all of you as well – feel free to email me or connect via Twitter.
— Preeya Prasad
Weekly Email Marketing News Digest
It seems almost cliche to be discussing the value of email versus search, as it seems long established that email and social media both occupy a unique position in the marketing ecosystem. Each individual channel has its role to play in customer engagement. I’ve definitely been driven to buy more from emails than social media, but that doesn’t mean businesses should scrap social completely when it comes to a cross-channel strategy. When social media and email marketing are integrated into a seamless campaign, they drive results, engagement and ROI that far outweighs the benefits of using each channel in silos.
Chad White makes a valid point that the intention of customers when they follow businesses on social channels is different from when they subscribe to email lists. Social media is a mid-funnel channel and works best for awareness-building and customer interactions. On the other hand, email is a low funnel channel. Customers who subscribe have buying intent and the overwhelming reason for signing up is receiving discounts and promotions. Basically? Social media and email are sequential elements of the sales funnel, that do not compete, but instead complement.
I confess that I’m not immune to an email with the subject line “50% off – 48 hour sale” as it not only offers an incentive, but creates a sense of urgency. Here are other ways to drive engagement through social media integration, aside from the subject line.
- Generate interaction with emails – ask questions and solicit feedback.
- Use email to inspire social interaction through like and share buttons.
- Use social media to boost email subscriptions such as a link to subscribe to an email list.
A SocialTwist study shows that 55.4% of brand advocates chose email as their sharing channel, 41.8% chose Facebook and 2.6% chose Twitter. Social followers who referred brands used email as their primary sharing channel. 85% of brand advocates’ reach came from Facebook, versus 12% from email. New customers were primarily through obtained through email. Here’s a breakdown of new customers by referring channels:
- Email – 50.8%
- Twitter – 26.8%
- Facebook – 22%
- Pinterest and LinkedIn – 0.4%
Perhaps the key takeaway from the researchers?
“Marketers should avoid falling into perception traps – like email marketing is somehow vastly different from social marketing. Anything that connects consumers is social.”
A report by Custora states that 15.8% of online e-commerce customers is acquired through organic search, followed by 9.8% for cost per click. Since 2009, customer acquisition through email has quadrupled to 6.8%. Facebook accounted for 0.17% and Twitter less than 0.01%.
Want to learn how to extend your reach through email? Download our free Email Best Practices 101 eBook to increase the chances of getting into your customer’s inbox!
What is multi-channel? How about cross-channel? Marketers themselves seem confused according to this article by Mediapost. It’s been defined as “data-enabled targeting”, linked to “behavior” and “customer lifecycle”. We’re going to throw our hat in the ring, with CEO George Schlossnagle’s detailed definitions on multi-channel and cross-channel, in articles featured on Mashable.
Experian provides some advice for marketers nervous about dipping their toe into cross-channel marketing. Begin cross-channel listening first, then use that data to optimize email campaigns based on how customers choose to engage with the brand.
If you are providing customer service through multi-channels, what do customers expect in terms of response time? This study by Steven Van Belleghem, in association with SSI and No Problem has the answer.
Compare this with an earlier Socialbakers study and we see the disconnect.
- Brands only answered 38% of questions posed to their Twitter account after an average lag time of 6.5 hours.
- Brands were more responsive on Facebook, answering 60% of question posted there, but took almost an entire day.
In the rush to adopt cross-channel marketing, email should not be forgotten. Here are a few tips to optimize your email campaigns.
- Use data to drive testing
- Use a control group and segment customers when testing new strategies
- Make sure you are using marketing automation effectively
- Ensure a seamless transition from email to website by ensuring that the landing page content corresponds to the email offer
Here are four key challenges marketers face in cross-channel marketing:
- Data analysis and attribution is a challenge in integrated cross-channel marketing
- Disparate systems are major technological barriers
- Diverse customer databases means that customer segmentation is a problem
- Organisational hierarchies can prove a barrier to cross-channel marketing
And here are some stats from Google on how multichannel journeys begin and progress.
Find out more about The New Communications Standard – drive engagement by combining email with mobile messaging!
Weekly Email Marketing News Digest
In social media world, G+ now has the second most number of active users (343 million) after Facebook (693 million) demonstrating the power of product integration in driving adoption. Third place goes to YouTube at 300 million active users. Which brings us to the week old question. What about email marketing? What’s new in the email space?
It’s been a year since the DMARC scheme was implemented and only three out of the top 100 American retailers are using it: Amazon, Apple and Netflix. The adoption rate is a problem as incidences of phishers capturing financial data using phony receipts is rising.
While some companies may have adopted some form of email authentication, they might not have applied it to all their outbound messages. A marketing message inviting people to a sale could be authenticated, but transactional and customer service emails may not.
How many of us have been guilty of sending out an awful marketing email? Show of hands? No one’s perfect and I’m sure plenty of marketers have made such mistakes in the early days of email marketing. HubSpot has put together a truly awful email that breaks all the rules of email design optimization.
- Write a Generic Subject Line
- Don’t Let Recipients Send a Reply Email
- Use Unsophisticated Design
- Don’t Check for Broken Dynamic Content
- Write Disingenuously
- Include Your Least Remarkable Content
- Use Generic Images
- Use Images That Don’t Display Correctly
- Don’t Include a Call-to-Action
- Don’t Permit Recipients to Unsubscribe
We’ve said it again and again – marketing today is all about providing customers with a multi-channel experience. It’s about allowing the customer to interact with brands on their terms and their choice of channels. A study has shown that email is preferred by consumers (33%) over the website (24%) and Facebook (22%), when it comes to a choice of investing marketing dollars.
Any experienced marketer would know all the faux pas when it comes to email marketing… or do they? Here are 6 email marketing no-nos… that may just be untrue.
- Myth 1: If you send a lot of emails, you’ll annoy your customers.
- Myth 2: You shouldn’t send the same email twice.
- Myth 3: Emails should be short and sweet.
- Myth 4: You should always create fresh copy.
- Myth 5: You need descriptive subject lines.
- Myth 6: Companies should send email newsletters.
Econsultancy’s David Moth highlights how Evans Cycles effectively uses email to engage the customer, after collecting that info at point of purchase, without being annoying.
- Step 1: Prize draw for reviewing the sales process
- Step 2: Prize draw for reviewing product purchased
- Step 3: Welcome to the club email
- Step 4: Offering a free service based on product purchase
Do you agree with these Dos and Don’ts for email optimization? Have you implemented DMARC? Tell us what you think! Or download the How DMARC Is Saving Email eBook for more DMARC insights!
Weekly Email Marketing News Digest
End of the week and wasn’t it a long time coming? Time to kick back and wind down before the weekend. And we have the perfect way to do it with news to keep you entertained and in the know about what’s trending in the email world.
As the year comes to a close, marketers across all industries and verticals are starting to speculate on what’s in and what’s out in 2013. BtoB magazine speaks to our very own Carrie Scott, Director of Product & Direct Marketing, and John Pinson, Senior Content Marketing Manager, on what their predictions are for email in the new year. Here’s what on the In list in a nut shell:
• Cross-channel communication through social media with a focus on LinkedIn
• Continued emphasis on investment in email
• Control over data centers through on-premise technology solutions
• Customer engagement based on their terms
• Consolidated messaging across channels
• Communications centered around mobile
Numbers are both the bane and boon of businesses measuring their ROI on marketing efforts. Here are 5 numbers that govern whether your email sees the light of day or is relegated to the delete bin:
• Time of Day – What works in the West, might not work in the East. Target to have everyone receive an email at the same time in their time zone.
• Open Rate – Split test all elements that could impact open rate.
• Click Rate – Ensure a clear CTA or Call To Action
• Click to Open Ratio (Different from click rate!) – A low ratio could mean that your subject line is misleading & not aligned to the content people expect to get from the email
• Conversion Rate – Aim for a clear CTA to get a conversion rate of between 20-35%
Our friends in Eloqua have released 5 charts to help you optimize your email marketing efforts. Here’s one in particular that we’d like to highlight:
Email Drives more Traffic than Social – This validates our Marketing Channel and Engagement Benchmark Survey which finds that email is still the top choice of a marketing channel at 90% where social comes in at 70%. Our recommendation is to leverage the reach of both channels by having them work in tandem to generate conversations – and ultimately, conversions.
We all know how mobile, and smartphones in particular, have radically transformed the landscape of marketing and how it’s THE way to get potential customers to convert. What’s key to using it effectively is understanding the ways in which your target audience use mobiles in their daily lives and this article highlight the four key pillars to a mobile strategy.
Whether it’s exchanging love letters with a significant other, or preparing for your next top secret mission if you’re James Bond, there’s always a time when you’d like to communicate in privacy without feeling like Big Brother is watching. The Petraeus scandal and lawsuits filed citing violations of the Telephone Consumer Protection Act have both sparked off debate on privacy issues in a business world powered by electronic communications. Here’s a starter’s guide to ensuring the security of your email communications.
Find out why mobile is so important in the world of email with The New Communications Standard white paper!
Some quick thoughts and impressions from the OMMA Global Show from last week in San Francisco…. (more…)SparkPost © 2018 All Rights Reserved