3 Ways to Integrate Email and Social Media

» Articles » Marketing Articles » Article

September 19, 2014

“The most important reason that you should integrate email and social media is that consumers expect brands to recognize them across marketing channels” (Glasner, 2014). We all know it’s a good idea to integrate multiple marketing channels, but how exactly to integrate them is the hard part. Integrating email and social media is more than just adding a logo or button to your email signature, and I’ll tell you why.

Sharing Buttons
Sharing buttons are extremely useful. They not only tell consumers that your brand is on social media, but they also give consumers and easy way to get to your social pages. All marketers already know this. What some marketers don’t understand is they need to tell consumers what to do. Tell consumers to find you on social when writing your email blasts. On social, invite consumers to sign up for your e-newsletters. Utilize the sharing buttons to gain more social followers. Also, use social platforms to drive e-subscribers.

Content Calendars
An easy way to have unity between email and social is to promote the same product or event at roughly the same time (to a certain extent). Be sure to create a content calendar that details your email blasts and your social media posts. Do you have an awesome webinar coming up that you want to promote? Promote via email and promote via social. Now, there are promotions that don’t work as well across channels, that’s fine. Keep them separate. Each channel deserves unique content; however, your brand will be more unified if you have the same message going out via multiple channels.

Social Influencers
Depending on how large or small your social following is, find the top 1-5% of people who are most active on your social sites. You can also identify the top percentage of people most engaged via email. Which users have the most open rates or click-through rates? Next, identify which of your most engaged followers have the largest following themselves. There’s a difference between a customer who opens every email you send and only has 14 Twitter® followers versus the user who comments on your Facebook® page multiple times in a given month who has hundreds or thousands of Facebook® friends. The bigger their following, the bigger your reach, so connect with your most engaged customers by sending a coupon or invitation. Tell them it’s alright to share your coupon. Watch your following and your email lists grow.

Continue reading below

FREE Marketing Training from Lorman

Lorman has over 37 years of professional training experience.
Join us for a special white paper and level up your Marketing knowledge!

How to Develop an Engaging Personal Brand in LinkedIn®
Presented by Jasmine Sandler

Learn More

 

Glasner, Luke. Integrating Email and Social Media. Eau Claire, WI: Association of Strategic Marketing, 2014. PDF.

The material appearing in this web site is for informational purposes only and is not legal advice. Transmission of this information is not intended to create, and receipt does not constitute, an attorney-client relationship. The information provided herein is intended only as general information which may or may not reflect the most current developments. Although these materials may be prepared by professionals, they should not be used as a substitute for professional services. If legal or other professional advice is required, the services of a professional should be sought.

The opinions or viewpoints expressed herein do not necessarily reflect those of Lorman Education Services. All materials and content were prepared by persons and/or entities other than Lorman Education Services, and said other persons and/or entities are solely responsible for their content.

Any links to other web sites are not intended to be referrals or endorsements of these sites. The links provided are maintained by the respective organizations, and they are solely responsible for the content of their own sites.