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Social media marketing is the buzzword of the day, and a ‘traditional’ email marketing strategy can seem outdated. After all, if you can interact directly and instantly with customers on Twitter and Facebook, why spend time on an older marketing tool? But the truth is in the ROI: a good email marketing strategy is still a relevant and powerful marketing method. To make it work, you just need to understand your audience and current email marketing strategies – and then coordinate them with social media.
Email marketing content is, generally, more substantive than social media content. It allows you to send longer-form content in a package that people expect to spend a little more time on. Remember, social media users operate on a second-to-second basis. They skim headlines, glance at images, and make split-second decisions about if to click. If it can’t be digested quickly, it’s not going to work.
Once a user decides to open an email, however, it is understood that they’ll be spending a little more time on the content than they would on a social media post. Therefore, your content needs to be high-value, because it will help build customer loyalty, trust in products or services, and keeps them connected to your business.
Remember, email marketing is meant to be transactional. People understand this, so it’s especially important for eCommerce businesses. It’s still very important to provide high-value and actionable content, but the intention behind email marketing is to drive sales. Consider these figures:
It should be plain that email marketing strategy is still a viable method for communicating with customers. Combining your email marketing efforts with social media will produce even better results.
Today, leveraging content across platforms is essential. Not only should your email communications be connected to your social media accounts, but supplemental content should be posted around the Internet that drives people to the key content.
So, if your key content is a blog post and you send an email about it, you should also post updates about it on your key social media platforms.
Here are some simple and effective ways to integrate social media into your email marketing strategy.
Add social media buttons and links to your emails to provide users with a simple and direct connection to your social media profiles and allow them to share the content.
Run contests or giveaways via social media and your website. Ask users who enter or take advantage of the giveaway to provide their email addresses to build your email list.
Ensure your emails are mobile-friendly because most emails are read on mobile devices.
Post copies of your email newsletters on your social media accounts. This way, users are more likely to discover and share your content.
Your company newsletter is one of the most important parts of your marketing engine. They are a source of brand updates that go out on a regular schedule. Newsletters provide high-value free content with very little sales promotion.
They are integral to your success, which is why in our next blog post, we’ll explore 7 newsletter marketing tactics to build customer loyalty.
For more information about email marketing strategy, or to get your online business project started, contact DotcomWeavers today!