Integration of Email Marketing and Social Media

Braxton Tulin - Friday, May 31, 2013

With the advent of the internet and newer ways to gather and spread information, email marketing has become the core campaigning tool for any successful business. It is cost effective, very easy to use, and has the ability to hit the right target audience at the right time. Email marketing campaigns are a must for every organization, irrespective of their size and industry type. With online email marketing campaigns in place, you can undoubtedly take your events to the next level with maximum exposure and credibility.

Let's discuss the best possible ways to approach your future clients with the help of email marketing campaigns.

Zero on Your Audience
It is very important to know your target audience - their age group, demographics, location, and what they expect to achieve by using your products or attending your events. For example, you are hosting a training session on developing effective corporate communication skills. You need to first study the specific age group of people who will show maximum interest in attending your training - such as: professionals between 18 to 30 years of age. Thus, you should send out emails to people within this age group to get maximum positive response.

Tread the Right Path
Will you open an email with a typical business type subject line such as "Buy Now!" or "Register Now" - the chances are minimalistic. We usually tend to check out emails with a more friendly and personalized tone. Thus, you should write a marketing email that speaks volumes on the trust factor and has a friendly tone. Remember, your main motto is to build up a long-term relationship with the target audience. To accomplish that purpose alone, write emails with a striking subject line that will instantly make them open and read your mail. As I have said before, try to stay away from phrases like "Free Offer", etc. with the intention of increasing your event registration. Such titles may have the opposite effect leading to less registration rate in your conferences or seminars.

Keep an Eye on the Frequency Factor
Prospective customers or event attendees will delete your emails if they find too many of them within a short span of time. Hence, it is a wise strategy to send email communications scheduled keeping in mind a specific time period that should not antagonize the customer in any way. However, a long delay period may also result in the customer losing touch with the organization. Hence, it a balance that may be achiever with frequent practice. Additionally, it is always important to add a subject line that is interesting and does not sound over promotional in any way. Otherwise, they are more likely to be deleted or reported as spam.

Share Emails through Social Media
You can add a "Join My Mailing List" application to your Facebook Page to allow fans and visitors to subscribe to your email list without having to leave the Facebook interface. In this way, people will get to check your existing emails once they subscribe to it. Promote your next event via this email list. For example, write "Our upcoming event will feature a special presentation on how to use online payment solution to accept event payments? Not signed up! Click on "Join My Mailing List" tab above." On Twitter, you can use a similar strategy to promote your email list by teasing your pending campaigns and adding a link to your email sign up form.

Increase Chances of Conversion
Marketing experts usually advice on sending emails to people who have subscribed to it on your website. Generally, it is of no use sending emails to people who don't want them. There is only a limited opportunity to convert in such cases where the customer receives email communication without having subscribed to it. There is a high chance of conversion actually happening when mails are sent to those who want to receive such promotional emails.


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