3 Social Media Strategies For the Email Marketer

Despite dire predictions that social media would kill email off, the two platforms have been coexisting in harmony for some time now.

Many marketers have discovered that their brand is stronger if they market through both channels. They’ve developed networks of social followers at the same time they’ve grown their subscriber lists.

And a few marketers have taken the next step, merging their email and social campaigns for the best results of all.

Here’s how they’re doing it.

Sending Invitations

Have a lot of email subscribers? Summon them to your Twitter feed. Big audience on Facebook? Request the pleasure of their company on your blog.

Each person probably has one platform they’re most comfortable with. But they may initially encounter you on other channels. Give them the option to follow you where they prefer, or they may drop you altogether.

Include a small summons within each message or, like Tiffany’s, send a separate email to give the decision more significant weight.

Announcing Contest Winners

Hold a contest related to your brand. For example, Boondock Saints director Troy Duffy launched a mobile game tournament for fans.

You can do something as simple as asking for new product suggestions. Have your readers submit their answers either through email or social, wherever your audience is largest.

Tell them you’ll announce the winners on the channel you’re trying to grown. Link to a place where they can sign up to meet you there!

Give Them What They Ask For

You may already have a large, active audience on Facebook or Twitter and be looking to grow your email subscriber list (or vise versa).

Collect comments and requests from them on one medium and address them on the other. People who see your responses may click over to see what all the chatter is about.

How Do You Work Your Email-Social Magic?

Are you active on social networks as well as email marketing?

Do you find that each place has a different purpose? How do you try to get your audience into the channel where they’re most likely to “stick”?

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By:
Amanda Gagnon is the former Education Manager for AWeber and has started a number of small businesses.

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7 Comments

  1. Great post- simple yet straight to the point. Reminds me of a book I read several years ago “Who moved my Cheese” and the reality in this book is about being flexible and adapting to change.

    We just started a contest and are using Twitter and Facebook to get involvement. The gist of this contest is that we are building a new affiliate product site based on acoustic guitar reviews and we are going to be inviting people to simply do 3 things to potentially win prizes.

    They have to login, give feedback on choosing which logo they think fits the brand the best, then they will have to share their post or the contest via a tweet, blog post, or facebook (their choice). The contest details are here: http://www.aimadvantage.com/content/strumview-contest.

    Any suggestions as to how we can make it easier or more streamlined? Thanks – this blogpost is so timely as this is the first contest we are running on this site.

    2/15/2011 1:22 pm
  2. Aaron ~ I’m glad the post was helpful! Your contest looks good. My suggestions would be:

    1. Combine your first “what you will get” part with the second “what you will get” part later on

    2. Change your “all you need to have” section to a “just take these steps” section and explain the steps to registering

    Good luck~

    2/15/2011 4:53 pm
  3. Jayne

    I have a question about sending newsletters to Facebook. While it is obviously a good idea, would this affect the number of actual email subscriptions to the newsletter. They may think they don’t need to sign up for my newsletter and that they will just see my news on facebook when they choose. What strategies do you suggest for this?

    Also I am still not sure why AWeber doesn’t include forward to a friend buttons. It’s serving the subscribers well. As a subscriber to many newsletters I use this function often.

    2/15/2011 5:17 pm
  4. Jayne ~ The trick is to only post a newsletter to Facebook occasionally (not every one) and to include an invitation to subscribe so if people like what they see, they can get all the newsletters you won’t be posting.

    As for forward-to-a-friend buttons, we encourage directly forwarding instead – here’s why!

    2/16/2011 9:19 am
  5. A nice balanced thought process here.
    Thanks

    2/20/2011 12:24 pm
  6. You make very good points. I find that to truly make the best use of your online properties you need to be banging multiple marketing avenues. Email marketing and PPC works better with brand awareness and social marketing helps provide this.

    With online businesses we can forget how precarious of a leg we stand on by relying too heavily on only one or two marketing channels. With SEM and SEO, Google and Bing can shut you down in a heartbeat and there goes a BIG block of traffic. I touched on this some here:

    http://cartmetrix.com/blog/2010/the-true-value-in-ppc/

    Thinking now in the context of email marketing and social marketing, it’s worth noting that one of the major value points of email marketing is that you can take your list with you. You’ve spent years and dollars to build your list and that is something that you can truly own that you don’t get with Twitter, Facebook, Adwords, adCenter, Google or Bing.

    Should your email marketing supplier go away or stop providing value, you can take your list elsewhere and continue on. No one company owns you and controls a core aspect of your business.

    2/22/2011 10:47 am
  7. I’m very active in social media, and I get everybody on my email list first.

    If you visit my facebook page, the first thing I do is try to get you on my email list. If I find you through twitter or youtube, the first thing I do is invite you to join my email list.

    Email, despite spam filters and open rates, is still the most universal way to easily keep in touch with everybody. You can’t reliably send your facebook fans a message, chances that your twitter followers see your tweet is incredibly slim, and getting any kind of critical mass of subscribers on youtube is slow going, but email has high deliverability and is waiting there for your subscriber to open it at their convenience.

    Once I get somebody on my email list I can invite them to subscribe to all my other media channels, but everybody goes through my email list first.

    9/15/2011 2:09 pm

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