Social media has cemented its place as a critical marketing tool and become much more than just a place to post photos or share updates. In today’s mobile environment, so many of us fall guilty to checking our social profiles at least 2 hours a day. Businesses are jumping all over this trend and buying and promoting ads on their offerings any way they see fit on relevant channels. Even better, they are interacting directly with their consumers through these channels. With social media advertising and retargeting initiatives becoming heavily relied on, is email still relevant as a means of reaching out to target markets? Or is it outdated?
The truth is, email is not dead. If anything, it’s important now, more than ever and still growing. Approximately 90% of the population checks their email at least once a day – giving marketers the perfect opportunity to make every message count. We’re not saying that you should ditch your social media efforts and start going Chuck Norris on inboxes. We believe the most success comes when both work hand-in-hand. What’s your first step? Getting smart when it comes to email.
- Send emails to people that want to hear from you
Now is the time to clean up those email lists! Remove old unsubscribes, setup segmented lists, and identify contacts with low engagement. Constantly sending emails to people that are not opening them will not only hurt your domain reputation but also set you back with unneeded campaign costs.
- Determine your objectives for each email
Don’t oversaturate your emails with tons of different content – pick a goal and shape your messaging, images, call-to-action, and subject line around that. It’s all about guiding the journey that your consumer takes when reading your email.
- Test, test, and test some more!
The beauty of email marketing is the ability to test different fields to multiple groups. Try out different personalizations in your email, experiment with time and days to send during the week, and switch out call-to-action text and placement to identify when and how your audience is engaging the most.
- Utilize landing pages
You’ve spent a lot of time crafting the perfect message for a targeted audience, don’t drop them on a generic home page with no visible or relevant call-to-action. Using tools like Unbounce, you can easily create landing pages that help provide additional detail regarding the content of the email you just sent out.
Now that you’ve scheduled your email campaign, you’re on your way to harnessing the full power of the inbox. So, how do you integrate this with your social strategy? Cross promotion!
- Snippets & Teasers
Include buzzworthy snippets from your email on relevant social channels and link back to the landing page you created.
- Targeted Social Media Ads
Remember those ads we talked about earlier? Track engagement of your email and what content is gaining the most attention. Use this knowledge and create a targeted social ad campaign with this content and a link to your landing page.
- Promote your Channels in the Email
A quick and easy way to increase exposure is to include your social media links in the emails you send. Include a clear call-to-action to help entice click-throughs to your profiles.
Focusing on multiple tools to promote your message can be a daunting task. Learning to strategize your efforts by playing off social and email, however, yields higher conversion rates and increased engagement in the long-run.