Looking at the entities Independently
Email Marketing can be considered as a veteran when it comes to digital marketing. Marketers have been using emails to successfully connect with existing and potential clients for a long time now. While it has evolved over time with respect to design and technological integration, the core function still remains the same. Email marketing works by building an email list with a target audience and using email to communicate with this audience by sharing relevant information about the product or services. While email marketing provides a great outreach, with changing times the audience has moved on to a plethora of new things, and in comes Social Media.
Social Media as a term needs no explanation, considering that 3.96 billion people use social media worldwide. With different social media platforms having different content bracket and different target audience group too, it becomes an intrinsic platform for extensive marketing practices. From brand building to creating a community to driving traffic to your website or e-store, and increasing conversion opportunities, social media offers great scope in improving marketing, that too in a cost-effective manner.
But, how do Email marketing and Social media work together?
It's about Compensation
To understand how the two, go hand in hand, it is important to understand the crucial difference first. In the case of Social Media, while the outreach can be way more extensive than email marketing, the control over who sees what is limited. So, while sending the message out can be easy, there are algorithms that restrict the posts' organic reach. The very aspect that makes email marketing more adaptable, as the email list is under your control and there is the opportunity to connect in a personalized way with subscribers or customers.
However, unlike Email Marketing that can get annoying if the subscribers get more than one email on a daily basis from the same source unless it is extremely personalized and relevant, Social media on the other hand allows you to connect with the audience multiple times a day without causing any irritation.
In addition, Social media provides more data to analyze the audience's likes and dislikes without being intrusive and can also target a specific group of audience for promotional activities. And when it comes to email marketing, the segmentation becomes a bit more detailed, there is the option of checking which kind of messaging works and which does not through A/B testing.
The trick lies in using the plus points of Email Marketing and Social Media and compensate for what each platform lacks to build a holistic marketing strategy.
Email Marketing and Social media marketing are like peas in a pod. Here are a few ways in which the best features of both come to the fore.
The interactions on social media plays an important role in building a brand image. This in turn can be utilized to increase the email opt-in numbers. This can be done by creating a lead generation card on Twitter, embedding a sign-up form on the Facebook page, using a Call to action button linked to a landing page/form page, etc.
Add the social media links to the email templates or give social media sharing options to increase the outreach of your social media pages.
Email database is often just a list, but by uploading it into social media the names become associated with faces, habits, and choices. This can help in creating customized content for emails as well as social media posts.
Plan a matched calendar for email marketing and social media and use similar content to create continuity in messaging. This in turn can help in increasing the effectiveness of the message.
While SpiceSend email marketing solution has many features to choose from, the ones that make social media integration easier are listed below.
Match the themes with that of your social media posts, add Social Media CTA icons to the email templates easily, and spread the word out easily.
Import Contacts from Social media platforms or export a CSV list of contacts from your email service provider to create an integrated list effortlessly.
Test the content for email as well as that for Social media posts using the A/B testing feature to create a copy that works.
Segregate the subscribers based on their choices, demographics, geographic location, or other specific characteristics gathered through social media analysis and send customized messages accordingly.
Create emails dedicated to social networks. Say for instance create an email that showcases the most liked product on Facebook or Instagram and share it with your most active subscribers.
As Neil Patel, co-founder of Crazy Egg, Hello Bar, and KISSmetrics puts it,
"The two channels are just different ways of reaching your customers. Right? And both are a boon for digital marketing pros. You should aim at combining your efforts for both of these channels to shape your overall marketing strategy."
Here are the 4 methods of integrating social media with your email marketing, as shared in his post.