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How to Connect Email Marketing With Social Media Marketing

How to Connect Email Marketing With Social Media Marketing

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Email is an old form of communication, they said. Some even declared it dead.

However, the power of emails for marketing never really faded, and it emerged as a legitimate marketing tool in the recent years.

Listen to this data on email marketing provided by Forbes:

  • Email has an average return on investment of $38 for each $1 spent.
  • Potential customers are twice as likely to sign up for your email as to interact with you on Facebook.
  • Email has a higher conversion rate than all social media platforms combined,

Not bad, huh?

Indeed, email is far from being outdated. In fact, it’s a perfect time for you to integrate your email marketing with social media marketing and improve their effectiveness.

If this sounds interesting, find out how to do it below.

1. Allow Email Contacts to Connect with You

Every email sent by your business contains a signature where you place the information about your site, phone, and address. Now, include social media icons along with some encouraging words to connect with you.

Adding the icons is easy. Use services like Iconfinder to find and download icons, upload them to free storage services and then insert the links in the email settings (for example, here’s how to do it for Outlook).

How to Connect Email Marketing With Social Media Marketing

2. Upload the List of Contacts from Email Accounts

All popular social media sites have an option to upload the list of contacts. For example, Twitter has the “Find people you know” link in the sidebar that opens your email account (after your permission) and securely imports all contacts to the platform.

From the LinkedIn home page, click on “My Network” and find “Invite your email contacts to join your network” feature below the invitations list. It works just like on Twitter.

Do the same on all social media networks you’re using.

3. Retarget the Audience You Added

Now that you have all your email contacts on social media, you should retarget them. This strategy requires you to install a tracking code on your website’s landing page (use custom landing pages for maximum effectiveness) that sends a promotional email and targeted social media ads to those people who clicked on it.

Every social media has its own official retargeting guidelines. Check out how to do it on Twitter and Facebook.

4. Encourage to Sign Up for Email List via Social Networks

Now, it’s the other way around: you’re promoting email list on social media. It is done by including the information about your email lists in social media posts and describing why people should subscribe.

For example, you could tell your social media audience about the cool stuff that happens on your email list and describe the benefits for particular users such as tips for professionals. “I find email lists for writers very useful,” says Nigel Lorenz, a paper writer. “They help me to keep my knowledge up to date.”

How to Connect Email Marketing With Social Media Marketing

5. Run a Social Media Contest to Place More People on Email List

Winning a prize such as a discount or a free product or service is a great incentive your social media followers need to join your email list. So, run a contest and increase the number of people receiving your messages.

6. Sync Your Calendars

Last but not least, calendar sync. In case you have an email marketing calendar, it must be effectively looped in your social media team. This will guarantee that no one will wind up doing the same work twice.

Over to You,

These are the essentials of connecting email and social media marketing that should help you to take your customer relationship to the next level. We highly recommend you letting both of these great channels work together to provide personalized content and creating more interest around your brand.


About the author:

Nancy Spektor has sharpened her pencil at The Daily of the University of Washington. After graduation, she decided to combine her business degree with her passion for written communication at Nancy writes about marketing strategies, content management and various other topics that she finds intriguing. If she is not composing on her laptop or notebook, you probably can find her playing with her dog, Bok Choy.