June 22, 2012
Email and social media are two of the most popular communication tools for marketers, but the general speculation that social media will wipe out email is uncalled for and here's our explanation why.
They should be aligned to work pro-actively together. Remember email is a tool that people are confident in using, it has been around long enough to have a loyal following and it is a channel that is still seen as offering a good return on investment.
Social media has been successful in is making communication more open and visible. It provides the opportunity to get closer to an audience and understand what is being said in the moment.
78% of the UK online population use social networks and sharing websites like Facebook and Twitter to share and pass on information.
If you have a social presence you should take every opportunity available to make it visible to customers; sending email campaigns provides the perfect chance to do so. At the very least you should be following the advice below -
These methods are all about making it as easy as possible to find your social media profiles from your email campaigns and creating opportunities for people to share the content.
The basic fact is that you require an email address before you can even sign up and login to social media sites. The ability for the cross over and nurturing of leads and contacts already exists. It's up to you to make the most of the opportunities available.
The latest E-Consultancy Email Marketing Industry Census 2012 asked email marketers how they see email and social media working together. Here are some of the findings -
Integrating email and social media creates greater customer engagement and produces more relevant interactions and results. Social media complements and assists with the lead nurturing process just as much as email, so benefits all parties.
By building on the separate strengths of social and email, you can really maximise your marketing and engagement strategy to get the best results. Use social media to disseminate notifications to a wide audience and email as a targeted and segmented approach to key decision makers and influencers.
If you'd like Extravision to help you make your email campaigns more social please call the team on 0161 817 2929 or email us [email protected] and we'll be happy to help.
Posted by Jenni Malley
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