Dynamic Duo of Email and Social Media

Combining your email marketing and social media campaign efforts strategically can help you get the most impact from both.

Email is still the powerhouse of digital marketing. Social media tends to have the latest tools and tricks. Combine them to get the most impact for your brand.

Email by the Numbers

  • 82% of businesses use email for marketing
  • 92% of online adults in the US use email
  • On average, 53% of emails are opened
  • Email has an average RIO of 3800%!
  • 81% of people who get an email related to a purchase say they are likely to make another purchase

Data also shows that while social media gets most of the buzz, email converts. A message is five times more likely to be seen in email than on Facebook.

Use Social to Boost Email Results

To make email and social work together, start with a common editorial calendar. Be sure that the content posted on social and the emails you send are in sync. This amplifies your message.

Here are 3 more ways to use your social channels to increase your impact with email:

  • Post a link to your email newsletter on your social channels
  • Encourage email readers to share your content on social media
  • Add a mailing list sign up to your Facebook company page


How to Make Email Marketing Work for Your Business

I’m seeing a trend with my clients. Those that use email as part of their digital marketing strategy have more success connecting with their target audience. Before and after COVID-19, these businesses build an active community of people.

Every business needs to have an active email marketing strategy. Here are the essentials.

Use an Email Marketing Tool

Don’t try to do your email marketing campaigns from a regular email account. You will be flagged as a possible spammer by either your email service provider or one or more of the servers that receive your messages – sooner or later. That will shut you down from sending any emails until you can find the server that has marked your account and get the block removed.

Anyone who has ever tried to negotiate automated phone systems knows you never want to get on the bad side of a machine. They are inflexible. Unless you do things their way, you rarely win.

Use an email marketing tool like MailChimp (my favorite), Constant Contact or Robly. These tools will make sure you don’t get sent to spammer jail. They take care of being nice to all those servers out their so your messages always get to the intended recipients.

Think Beyond Newsletter

When I talk to business owners about email marketing, most think of the email newsletter. They don’t want to write a monthly newsletter and I don’t blame them.

Today’s users don’t want your newsletter. They want relevant, timely information. They generally want an email that has one topic and one call to action.

Consider this content:

  • Your latest blog post
  • Sales or promotion
  • New product or service
  • Helpful tips or best practices
  • Changes in your business in terms of offerings, hours, locations, etc

Have an Email Marketing Strategy

Don’t just start sending emails. Have a strategy that aligns with your marketing goals and the other elements of your digital marketing. The strategy will help you keep your content on point and all of your online efforts aligned.

Be sure to consider:

  • How people will be added to the email list(s)
  • Branding and template for consistency
  • Editorial calendar that targets subscriber needs and interests as well as your goal
  • Data from emails sent that indicate what works (do more of that) and what doesn’t (don’t do that)

Define Your Voice

Email is a 1-1 communication. You may send 100 or more messages at a time, but each one goes to one person and lands in one inbox. Make sure you provide content that leverages the 1-1 connection you are making.

The best email marketers are able to define a tone and voice and keep it consistent across messages. Users are able to “get to know” the business and, as a result, develop a sense of connection.

Hey You! I’m Talking to You

Email marketing is a valuable marketing tool, with open and engagement rates that outstrip all social media channels. (Yes, even Facebook!) To get results, you have to format and compose emails that draw readers in.

Write Subjects that Grab Attention

It all starts with a great subject line and teaser text. That will be visible in inboxes and will be the deciding factor to read on or not.

Spend time carefully crafting the subject lines of your marketing emails. It will be the first thing your readers see. If the subject line isn’t interesting or engaging, they might decide that the email isn’t worth reading and click away before they get to your message.

The same is true for the first few lines of an email or text that you enter to appear in the email preview. If its boring or uninteresting, recipients will move it to trash without ever opening it.

Write the Headline Last 

Write your message and then write your subject and teaser text. Pull your best takeaway and highlight it.

Here are a few tips for writing great subject lines:

  • Keep it short — fewer than 50 characters is ideal
  • Speak to the reader
  • Use action verbs to entice clicks
  • Make it clear (and interesting) what’s inside the email

Make It Relevant

Your subject should make clear the relevancy for your reader. Make it clear to them from the first line why they should take the time to read your email.

Get to the point within the first few sentences. Make the subject interesting and engaging to draw readers to read the body of the email.