Email, like social media, never sleeps. It’s another one of those 24/7 businesses. I wake up in the morning to dozens of emails in my inbox screaming for attention. So a few months back I started using an Inbox Zero approach as suggested by Brad Patterson at EverContact to unclutter my mailbox and it’s worked wonders for my productivity.

While going through the process to analyze my emails daily, I started noticing a pattern:

  1. The emails that I was processing quickly all had solid, fun, quirky or compelling subject lines.
  2. The emails with these subject lines very often also contained elements that increased my engagement with the copywriter or brand. They all carried some type of social element. Either a simple “connect with us” and social icons, or a call to action to visit one of their other social sites. And when I went to their social site, I was often offered some kind of deal or coupon.

That sounds straight forward and a lot like common sense, doesn’t it? Apparently is isn’t. Or at least if it is, not all marketers are putting that common sense to work.

Take a look at your emails and count how many of them of the emails include:

  • an invite to follow, like or connect with them on other social media accounts to see what type of content they are sharing 
  • an invite to join a campaign on a social channel
  • an offer to like a Facebook page and redeem a coupon for a purchase
  • a simple link to share the email with other friends

Screen Shot 2014-06-23 at 13.52.11And then think about this: how many times are you asked to subscribe to email marketing lists via social media, say, via a Tweet?

This is the first one I’ve stumbled across, and I’m searching for it. It didn’t find me.

But this just touches the tip of the ice berg. There’s actually a whole lot more to creating thoughtful, impactful, result driving campaigns that leverage multiple channels.

Email + Social Media Marketing = For the (engagement and interaction) Win!

Clever digital marketers have already picked up on the power of pairing social and email. And while it sounds straight forward, hitting the right mix is blend of trial, error based on a solid strategy.

“Email is the digital glue that  holds all these new channels and communications forums together. Without it, the social web would fall apart.”

 

Screen Shot 2014-06-23 at 13.26.29Last year, Email and Social Marketing go-tos, Hunter Boyle (Sr. Business Development, AWeber) and Jason Falls ( Social Media Explorer) published this guide, Email & Social: a Powerful Pair which covers three main integration points and highlights outstanding case studies for each.

The guide is free so down load it now. It’s an excellent reference for understanding why, and how, to get started in moving your email marketing past pure content delivery channel to an integrated content marketing approach.

Where is this all leading?

Hunter-Boyle-headshot-2012-twitter_400x400This leads to an opportunity to learn how you can get started with an integrated approach for your Social Media and EmaiI marketing.

I’m thrilled to announce Hunter Boyle as our Tweet guest for #BizHeroes Tweet Chat Tuesday, June 24th, 2pm ET to discuss tips, tactics, trends and best practices.

For those of you who are already familiar with Hunter, you know what a killer opportunity this is. But if you aren’t yet connected with @hunterboyle — join us!

Hunter’s not only a talented content marketer but he is also an awesome community member — both online and offline. If you’re in the Philly area, you’ve probably seen Hunter (and the AWeber team) out and about on Saturdays being #BizHeroes to their community, lending a marketing hand. Yeah, he’s that kind of guy.

I realize that Tweet Chats aren’t for everyone, so if you have a question about integrating Social and Email but don’t feel comfortable yet at Tweet chats, tweet me your question @kdhungerford and I’ll put it forward and come back to you with the answer.

But I’d really love to see you stop by at #BizHeroes yourself, so take a few minutes and read through this guide on Getting Started with Twitter Chats and then join us!

Kelly Hungerford
Community Builder| Customer Experience & Care Strategist
Kelly's a Digital Operations Specialist and Social Brand Strategist. She helps Startups and SMBs build lean marketing operations leveraging Social Media to support business goals and connect with the people who matter most.

As former Head of Community and Communications for Paper.li, she was responsible for building community-centric operations to support Paper.li's rapidly growing user-base and founding #BizHeroes, Paper.li's Brand Twitter Chat that takes place Tuesdays at 2pm ET.

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One Response to “Power play! Integrate Social Media & Email marketing”

  1. ankesh kumar

    Kelly, great article, it resonates a lot with my thinking. To that end my start-up socialmail.com is aggregating the worlds marketing emails, so they do not clog your inbox. You can search for marketing content instead of subscribing.

    Reply

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