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How and Why Email Marketers Should Integrate Social

by Bob Hale  |  
July 25, 2011

In this article, you'll learn how...

  • Email marketers can improve their campaigns using social media
  • Social media can be useful for gaining customer insights

When social media use started to take off, many posed the question, "Is social media going to kill email?" Now, email marketers realize they can integrate the two channels by using social media as a catalyst for greater marketing relevancy and results.

Email marketers can drive measured, improved campaign performance by...

1. Optimizing social sharing within email by using social calls to action to engage consumers

2. Gathering insight from key conversations to ensure greater email relevance

3. Integrating testing across email and social to discover what type of content works best and where

The first step to integrating social and email marketing is to think of your email messaging in terms of social media, because they have significantly different natures. Email marketing is often used to push content out, whereas social media is much more conversational and it's initiated by the customer.

To better align the two, ask yourself: Is the content of this email share-worthy? Is this content, both the message type and its structure, sharable—or should I share a message that's different from the email itself?

It's important to take that a step further because merely planting social share buttons at the bottom of an email won't necessarily add value to the campaign. Featuring a social call to action in the email, however, should drive stronger results.

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Bob Hale is senior vice-president of corporate development at Alterian and has more than 20 years of direct marketing and enterprise software expertise.

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  • by SpencerBroome Tue Jul 26, 2011 via web

    "Reviewing social conversations can also help improve subject lines, content, and specific offers."

    Good idea to target what works for your audience.

  • by G. Bitter Tue Jul 26, 2011 via web

    Nice article re gaining insight and feedback through social media - and it is all about what the customer/prospect truly care about, isn't it?

  • by Nathan Fri Jul 29, 2011 via web

    With all the social networks out there...and niche social networks arriving daily, (targeted networks for physicians for example) which ones do you focus on? Is it just Facebook and Twitter?

  • by kam Fri Aug 19, 2011 via web

    Merging social media with email marketing takes a well planned out strategy. In addition to understanding what metrics to measure, you must understand how they relate to each and the customer's journey, and how you can use these insights to improve you campaigns.

    David Daniels wrote an excellent eBook on how to do this and it's available at the below link (Disclosure: The eBook was written on behalf of Alterian, where the author works)

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