This is a guest contribution from Ned of Rare.io. Rare.io helps online sellers send really smart emails to their customers and increase their lifetime value.
They say good things come in pairs.
Email marketing and social media are the lucky pair in ecommerce marketing and leveraging this couple to grow your business is a must for online stores.
Done right, social media and email marketing are the dynamic duo needed to take your marketing efforts to the next level. In this article, we analyse how you can integrate social media with email marketing to drive better results.
As technical paradigms are introduced, consumer behaviors change and digital marketers must adapt to get quality results.
The latest technical paradigm, mobile computing, brought a wave of new social media companies and transformed the way consumer relate to their emails.
The ability to connect with consumers anytime, anywhere is by far one of the greatest opportunity and challenge digital marketers face in the internet age.
As digital marketers, we use email marketing to build personal relationships with customers and leverage social media to build communities around our products. We now have tutorials on how to grow your email list, on how to grow a social presence but very few on how to fight the noise in both media.
The challenge online stores face is how to leverage both medium to standout from the crowd.
Whenever you send an email, you need to make sure you standout in the inbox. Whenever you post content on social media, you have to fight the noise. Some platforms are more challenging than others. Can’t we use one to optimise the other? Yes, we can.
Since Email marketing has the highest return among digital marketing channels, you should leverage emails to increase your social media engagement and build your audience.
What does it mean exactly?
We’re not talking about asking customers or prospects to like your Facebook page or follow you on Twitter.
Using Email marketing to drive social media engagement simply means leveraging the one-on-one medium you have with customers to announce contests or challenges taking place on social media. Done right, you will not only drive engagement but will also grow your audience.
Let’s run a thought experiment.
Let’s assume you’re selling physical products online, and let’s say you sell colorful winter caps called Dylan.
You’re most likely using channels like Facebook and Instagram to display your product. You are also using cool hashtags to reach a broader audience. You take beautiful pictures to display online and you even boost some posts via paid traffic.
You read this article and realize that Email marketing can help you get better results. So you decide to run a contest-like campaign that incentivizes your customers to do the work for you and win a prize.
Using the same hashtag strategy, you can announce (and remind) via email that every Wednesday on Instagram customers can post a picture wearing their cap with the hashtag #WWD (Winter With Dylan). The picture with the most engagement (like/comments) by the end of the day will win a surprise.
On Wednesday, your most loyal customers go ahead and do the work for you online. They want to win so much that they ask their friends and family to like the picture. As these friends and family engage with the contest, their own network notices and inquires about those Dylan caps by visiting your Instagram page and website.
In this thought experiment, we used email to create a buzz online by leveraging our biggest fans to push drive traffic to our page and web store.
The reverse can be done too, running social media contests and announcing the winner via email. The key here is to fight the noise by combining forces. Using email marketing to push social media engagement is a killer combination.
Content relevance is the key to get customers to engage via emails. Using a service like Around.io enables you to display relevant products in front of your social audience while email marketing solutions like Rare.io powers the user engagement from the backend.
Two is better than one; you just need to leverage both for magical results.