Social Media and Email Marketing Integration

Braxton Tulin - Monday, May 27, 2013

Social networking sites have grown phenomenally over the past 10 years. A recent report on the websites that attract the most traffic worldwide saw FaceBook (considered the face of modern social networking) ranked second, ahead of Yahoo and Bing and only behind search engine giant Google. It is thus not surprising to see social media gaining greater prominence in the internet marketing discourse.

Businesses cannot ignore such a large audience. But social media is should not be viewed as a replacement of older internet marketing techniques such as email marketing. Rather social media should be viewed as complementary to traditional online marketing methods if the business is going to realize sustainable results.

Social media, despite its reach, provides less flexibility to the online entrepreneur than email marketing does. The objective of joining social networking sites should thus be to gradually transition social networking fans, friends and followers, into the email marketing subscription list.

Social media is intrinsically tied to email. All major social networking sites such as FaceBook and Twitter send an email notification when a private message is sent to you or when another person comments on a photo or a post you had made. Members of social networking sites rely on email to monitor updates.

Because of this frequent checking of email, online marketers can use this as a way of regularly drawing attention to their email updates and newsletters every once in a while. The rationale for this is that even when people do sign up for an email newsletter, it is possible that after some time they will stop reading the emails.

By posting the headlines on your social networking profile a few days earlier or raising expectations through a brief write up of what readers can expect, you can increase interest in the content of your email when you do send it, and in turn your online sales.

Social media is however not only useful for persons that are already on your email marketing list. It is also a great tool to rope in new subscriptions. However, this is something that requires a careful and mainly tacit approach. Constantly urging your profile friends, fans and followers to sign up is usually viewed negatively and will only put them off.

People will be more inclined to signing up for your email newsletter and buy your products if you take a professional but collegiate and participatory approach. Use your profile to talk about interesting topics that are related to your line of business. For instance, if you are selling umbrellas, you may talk about how getting caught unprepared by a sudden downpour on your way to work can impact on your day.

If you must encourage people to sign up for your emails, then you must keep requests few and far between. Such requests can come with a preview of the content of your email a week or few days before you send the mail. Then follow this by providing a link to your subscription page for anyone that would want to read the content of the email newsletter in detail.


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