Organisations now depend on email marketing campaigns for a host of outcomes but at the core of its value is lead generation. John Thies tells us that for every dollar spent on email, you can expect $39 back in return, which is tremendous ROI. While social media doesn’t enjoy the same returns, its cost effectiveness and the reach and influence that it buys, makes it impossible to ignore. But when you combine social media into your email campaigns, the value can be more than the sum of the parts.
In this blog post John Thies lists out a number of techniques that organisations can use very cost-effectively to:
- Grow social media and email audience
- Attract key influencers to the brand
- Extend email campaign reach
Some of these techniques include:
Social media icons
Marketing emails aren’t usually about growing your social media networks. They usually have very specific objectives like driving web traffic, promoting events, generating leads or even encouraging eCommerce. But a happy byproduct can also be extending your social media reach. So John Thies strongly encourages the inclusion of prominent social media icons on all emails making it easy for recipients to connect with you on social media. However, he also stresses the need to include these icons at the footer of your emails to ensure that that action doesn’t detract from the intended, primary outcome or call to action.
Make your newsletters easily shareable
By producing HTML versions of your email newsletters, you can invite email recipients to share them on their social media channels. This not only provides your customers with content they can share to their networks but also introduces their networks to your email list and opportunities for them to subscribe. A simple “share this” button embedded within emails can also encourage your recipients to connect with your social channels.
Include social within your unsubscribe page
When recipients make the decision to unsubscribe from your email list, it may not be because they don’t want to hear from you again. It may be just because they want to limit their email volume. If so, they might welcome an alternative opportunity to stay in touch. By including easy-to-connect social media buttons on your unsubscribe page, you make this very easy and can pivot email recipients to your social media networks.
Incentivise users to connect
Sometimes - well, often in fact - just asking your email recipients to connect with you on social might not be enough. They might need an incentive. In his blog, John Thies includes some good examples of brands that have run creative campaigns to encourage connection on social. With enough thought put into such a campaign, you can generate some positive discussion about your brand too.
Check out John’s blog post, “6 ways to use social media creatively in email”, now to better understand how you can combine email and social to great effect and take your digital marketing to the next level.
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