A common mistake in digital marketing is managing email and social media channels separately.
These channels work better together and reinforce each other – the advent of social media isn’t the end of email marketing.
Why use social networks and email?
The participation of social networks in the uses of Internet users is increasingly important.
80% of French Internet users are registered on a social network (65% are registered on Facebook, 25% on Twitter (8% of Twitter accounts in the world are French), 25% on Google+, 12.5% on LinkedIn, 10% on Viadeo, 5% on Instagram).
2/3 of subscribers use social networks daily, especially through their mobile (for example, users spend an average of more than 6 hours per month on Facebook).
For its part, email marketing allows the authorized sending of personalized and targeted messages, generating an important ROI and quality/price ratio.
Why combine them?
42% of daily social media users check their email at least four times a day, compared to just 27% of offline users.
These users are likely to share the content of the emails received on these networks, increasing the reach and impact of the campaigns (virality).
The average number of contacts on Facebook is 133 (on Twitter it is 59 followers).
If these figures seem ridiculous, the multiplication of contacts (1 Internet user on Facebook represents a potential of 133 x 133=17,689 contacts) and the rule of six degrees of separation show that these figures can increase exponentially.
Additionally, 75% of social media users say that email is the best way for a brand to communicate with its customers.
One of the main goals of integrating social networking with email is to convert your social networking contacts into email subscribers.
For what results?
This association allows you to obtain optimal marketing results, increase your number of contacts, share your content, convert your potential customers, improve your ROI and relaunch past email campaigns.
- 38% of social media users are fans of at least one brand (50% are fans of more than 5 brands)
- 83% say they are usually customers of the brands they follow
- 35% have already published a review about a brand or product.
- 38% consider the reviews read on social networks.
- and 16% became a customer through content posted on social media.
How to associate emails and social networks?
This necessary complementarity can be summed up simply: each medium must be promoted through the other (social through email and email through social).
To do this, you just need to add social sharing links in your emails and links to your social profiles in your emails.
You can also promote your newsletters and email campaigns through your social profiles.
By using the specificity of each social network, you can promote your newsletter visually (using images or screenshots of it) via Pinterest or tweet your promotions, previews of your newsletter content (very effective in “teaser” form) or even your quizzes
Identify the profiles of your contacts on social networks, this will allow you, for example, to share your newsletters in the appropriate LinkedIn groups.
Finally, you can enrich your mailing list by turning social network members into customers.
To do this, you need to convert your Facebook followers (via the signup form), your Twitter subscribers (via direct or indirect approach content), your LinkedIn contacts (by creating your group and posting your content there) in email subscribers.
For example, to encourage a high number of opens, increased media coverage, drive more traffic to their site, and attract the most new sign-ups to their mailing list, Cosmopolitan posts “teasers” of their newsletters on Facebook.
These are meant to pique the interest of readers and encourage them to check your inbox.
During the last Olympics, they encouraged people who like them on Facebook to sign up for regular electronic updates through a feature (Facebook Signup Form) that captures user details automatically.
In conclusion, this association will allow you to obtain impressive results by spreading your content even more thanks to the reach of social networks, but it will also enrich your qualified contacts base for the authorized sending of personalized and targeted messages, allowing you to build a more solid. closer and lasting client/potential client relationship.
Author : Jean-Christophe Verro, Search Marketing Executive, Search Laboratory Agency
Find details of these tips in the Pure360 Guide, Médiamétrie Annual Social Media Barometer – June 2013, 50A Agency Statistics, Marketing Sherpa, Social Media Attitude – 2013 Edition – SNCD, Ipsos Global Public Affair Study – February 2013 2012, InSites 2011 study
(c) ill. Shutterstock – Hand Holding Social Network