Much has been made of the email marketing versus social media debate. However instead of pitting them against each other, companies and brands should focus on an integrated campaign. Whilst each work well apart, when used together, the benefits increase on many levels.
Emails are great, but they aren't for everyone. That's ok though, because if you include links to your social media pages within them, you're giving them something that can really endear a brand to a person - choice. In an ideal world, they would be glued to both your emails and your social media pages but in reality, some people prefer one or the other.
Giving recipients the choice to either engage with both your emails and social media, or whichever they prefer, demonstrates your respect of their wishes. You trust that they will make the right choice for them and by doing so, will provide you - the brand - with the best chances of engagement. It's a win-win situation.
Encouraging recipients to do this - re-tweet your content - or share the actual email on their social networks increases your audience reach. It gives you a bigger platform on which to market your offering. Plus, there's the simplest of all the reasons: the greater the number of people that see your content, the greater your chances of making a sale.
Utilising social media in marketing emails has another key benefit - the chance to grow your email marketing list. You've got access to so many more people on social media networks, for one and by encouraging your existing recipients to share your email's content on Facebook or Twitter, you could find more people sign up to your emails. Then their friends will see it and theirs... the potential is never-ending.
Don't be afraid to be bold on your social media page either; ask people to sign up to your newsletter. There's no reason to shy away from this; just be to sure to demonstrate the value they'll receive from signing up.
Got lots to say about your industry? Sending a lengthy email with all your brand's opinions in is not the answer. Busy people won't take the time to scroll down to find what they want. Instead, include enticing snippets within your marketing emails and the chance to read on via your social media page. Be it a link to further information on a sale, or simply to an interesting blog, doing this means you kill two birds with one stone. People are more likely to keep reading your emails, but also to follow you on Twitter or Facebook.
Communities are crucial for brands these days, given how easy it is for the general public to pass comment on social networks. Setting up a group for these vocal consumers on Facebook is a great idea, but you need to find other ways to promote it. Take the chance to use both mediums to their advantage.
Use the email to publicise the community by telling recipients what's been going on lately; the latest blog posts, comments etc. Link through to the Facebook group after this. This way, you can entice new members in on a regular basis, but also update those who partake in the community but haven't checked in for a while.
There's also the potential to boost your product reviews. Sending out emails to those who have recently bought a product from you, inviting them to review your service on your Facebook or Twitter, is a strong call to action. It takes the hard work out of doing it for them too, as you're providing all the links they need and if you're clever, the details of their purchase i.e. the product, the speed of receipt etc.
These are just some of the key benefits associated with social media and email marketing integration, but as you can see, they are wide-reaching. It's simple really - if you wish to achieve more success within your social media efforts and greater ROI on your email marketing, put the pair together.