Social and Email: 7 Ways to Join Forces

Blog | 17 Jan, 2018

We’ve heard it before: Email is dead, and social media platforms like Facebook killed it.

 

This lament is especially loud when we’re talking about millennials. But this line of thinking couldn’t be further from the truth. People—particularly millennials—are more connected than ever, especially when it comes to email. Savvy marketers have realized that email and social media aren’t in competition with each other. Quite the opposite, in fact. 

Social and email are the perfect one-two punch when you want to deliver value-driven, 1:1 personal touches at scale.

We all know that email is a time-tested conversion workhorse. What’s less widely known is that adding social media into the mix not only drives conversion rates even higher—it also results in customers spending significantly more money at the point of sale.

 

When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate, and they are four times as likely to spend significantly more than those without a social component.

Source: Deloitte

 

However, simply throwing social media icons at the bottom of your email isn’t going to cut it. Neither is creating a one-off lookalike audience on Facebook. Marketers have to forge a meaningful connection between their social and email channels in order to reap the benefits of brand loyalty and revenue.

Where to start?

1. Sync up your brand identity.

Take a look at some recent social posts and email campaigns. Without your logo, could you tell these were from the same brand? If not, you have some work to do. Once you’ve established a clear tone of voice and visual style across both channels, hammer out details like which hashtags and emojis to use. Soon you’ll be telling a unified brand story no matter where your audience is.

2. Get more mileage from influencers and user-generated content.

Capitalize on the influencer relationships you’re carefully cultivating, and leverage them in your email marketing campaigns. Curate the best UGC from your social channels to inject some authenticity into your email communications. Or, go real time with live social feeds.

3. Drive social engagement through email.

Email subscribers are three times more likely to share your content on social channels than visitors from other sources (Source: Quick Sprout). Launching a new contest on Instagram? Going live on your social channels? Want them to tag you while they’re using your product? Give your social campaigns a jump-start by reaching out to your uber-loyal email audience when you kick off your promotion.

4. Become best friends with your community managers.

Sending out confusing email offers? Are people still in the dark after your how-to email series? Your social team’s community managers will be the first to know. Check in regularly to get a sense of customer pain points and where you can fine-tune your messaging or execution.

5. Build your following.

Both organic and paid social can be powerful tools for adding subscribers to your email database. Paid lead-generation ads offer users a seamless, one-click sign-up experience. For a subtler approach, try linking out to a newsletter sign-up page from your Instagram Stories or on Snapchat.

6. Automate data connections.

It’s time for your data to move at the speed of your customer. A real-time integration between your email service provider and your social media accounts can help you make the most of behavioral data from both channels. Try setting up an automation to push inactive email subscribers into a paid social audience instead—you may find they’re more likely to engage on a different channel.

7. Double down on the customer-centric approach.

Email and social can be a strong voice in the room when advocating for a customer-first approach. Using deep success metrics like email list productivity and lifetime value, we can show that delivering timely, relevant, and personalized messages is the key to building long-term, profitable relationships with customers.

At Jellyfish, we know that social and email play an important role at every step of the marketing funnel, whether it’s for brand awareness or customer retention. Combining the power of social and email marketing is a no-brainer and win-win for both channels.

Want to learn more about integrating your email and social strategies? Get in touch with our team today.

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