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Dynamic Duo of Email and Social Media

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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 ROI 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

 

Hey You! I’m Talking to You

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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.

How Not to Be an Email Spammer

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You spend a lot of time composing email marketing. It’s painful when people unsubscribe and even more so when they flag your messages as spam. If that happens too often, you may not be able to send any messages to anyone. That would kill your email marketing strategy.

You need to avoid doing things that can lead you to being labeled as a spammer. Here are some common mistakes that can result in your emails being marked as spam:

Mistake 1: Not asking for permission to add people to your list

No one wants to be added to email lists without their permission. You need to ask people if you can add them to your list. You can do this at the time you get their email, or send an invitation email that lets them make the choice.

Mistake 2: Taking control away from subscribers

You want to keep people on your list, but you can’t hold subscribers hostage. You need to make it easy for them to change subscription preferences and even opt-out completely. People who feel trapped will lash out by reporting your messages as unwanted spam.

Mistake 3: Sending irrelevant content

Make every message valuable to the reader! That’s perhaps the most critical part of keeping your subscribers happy. Great content makes people want more.

Mistake 4: Breaking promises

Make sure you respect the rules you create for your list. Did you promise to only send messages once a month? Then don’t send more. Did you promise not to share emails with others? Then don’t. Set expectations and stick to them.

Mistake 5: Overwhelming your audience

Don’t jam your subscribers’ inboxes. We all struggle to keep up with email messages. If turning off your messages will make a big dent, people will likely unsubscribe. Be judicious in what you sent and make every message valuable to recipients. Be sure all messages are targeted to the right portion of your audience.