Many times businesses and brands will say that social media does not work. However, it is usually inconsistent posting, a lack of strategy, and thinking that social media is the end-all & be-all sales tool that equates to failure. While social media is a powerful tool to assist in sales (and to make sales), it needs to be used in conjunction with other types of marketing. If you’re going to be doing social media for your brand or business (which you absolutely should be), make sure that this is not the only tool in your arsenal. A combination of content marketing, paid marketing, email marketing, and social media marketing is the perfect combination to help you achieve your goals. Today we will discuss how to combine email marketing with social media marketing to effectively convert your audience.
Email Marketing and Social Media Marketing
While it is possible to make sales via Social Media, it is much harder to scale this than email marketing, especially as social networks downgrade organic reach. After reading this you’re probably asking…why do you say that I need to run social media marketing. Well, social media is a crucial part of customer service, it allows you to connect with customers who can become brand advocates, and serves as a constant reminder to your audience and potential customers that you exist…so while it is not a direct part of the selling process, it is an integral part of helping you to significantly increase sales.
Email Is The Final Step in Your Sales Machine
Social media is effective when it comes to customer engagement, email is the final step in driving sales. Social media keeps your brand fresh in your customer’s mind. Email allows you to close the sale.
Email is effective for a number of reasons. First off, email is permission-based. The people on your email list have given you consent to send them messages. They have opted in and are a vested audience.
Moreover, email is a far more personal method of communicating with people in which you have private, person-to-person conversations. You own their attention, as opposed to social media where the feed is constantly updating.
It’s also important to note that when sending out a tweet or post on Facebook, exposure from those channels depends on each network’s algorithm. However, emails are sent directly to customers and email analytics are more solid, you can see exactly who clicked and then track people through with Google analytics.
Optimize Your Emails for Mobile
According to Forbes, 40 percent of all emails are viewed on smartphones and must be coded to be attractive on a phone screen. One caveat is that people on mobile phones read emails quickly, so your emails must be alluring and seize their attention. Seventy percent of consumers will unsubscribe from your emails if they look bad on a mobile device. This is easily done by using a responsive email theme or using a service that automatically optimizes for mobile.
How to Maximize Email Marketing and Social Media Marketing
Connect with Email Subscribers to Twitter:
Link your Twitter account to your Gmail or Google account. The site will go through your contacts. Then check out “Find People You Know” on the left sidebar. Follow them, engage them and add them to your private Twitter lists.
You can also upload a CSV with your email contacts by going to Tools > Audience Manager.
Run Custom Audience Ads on Facebook
This can be done in ads manager and is a great way to remarket your customers and audience. Go to Ads Manager > Audiences > Create Audience > Custom Audience.
Run Facebook & Twitter Remarketing Ads for Newsletter Clicks
While this is a bit more complicated – you need to install tracking codes on your website – it is so worth the effort. People who clicked your email are super vested, they are more likely to convert. Running ads directly at them is a great way to increase your chances of a sale.
Schedule Recurring Social Media Posts For Email Subscribes
Schedule posts to come out on a consistent basis on Social Media to prompt your audience to sign up for newsletters. This will allow you to capture their emails and to re-market them as such. Socialdraft is a social media scheduling tool that allows you to schedule recurring posts. You can sign up for a risk-free trial if you want to see it in action.
Email Marketing Statistics
These 25 email marketing statistics from Salesforce will give you a few more insights on why you need to combine email marketing and social media marketing in order to guarantee your success.
1. 44% of email recipients made at least one purchase last year based on a promotional email.
2. 33% of email recipients open email based on subject line alone.
3. Roughly half of an email list will be active – either opening or clicking on emails.
4. Subject lines fewer than 10 characters long had an open rate of 58%.
5. Personalized subject lines are 22.2% more likely to be opened.
6. For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best.
7. 64% of people say they open an email because of the subject line.
8) 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
9) 39% of marketers have no strategy for mobile email.
10) 72% of B2B buyers are most likely to share useful content via email.
11) 56% of businesses say they plan to increase their use of email marketing.
12) Monday emails had the highest revenue per email.
13) 27% of consumers were more likely to say their favorite companies should invest in more email.
14) 1 in 2 marketers use animated gifs in their email campaigns.
15) This year, about 84% of all email traffic will be spam.
16) Email ad revenue reached $156 million in 2012.
17) Emails that include social sharing buttons have a 158% higher click-through rate. (
18) Women click 10% more often than men on mobile emails.
19) Email marketing spend grows 10% year over year.
20) 40% of B2B marketers rated the leads generated by email marketing as high quality.
21) For every $1 spent, $44.25 is the average return on email marketing investment.
22) 82% of consumers open emails from companies.
23) 64% of decision-makers read their email via mobile devices.
24) There are 3.6 billion email accounts in 2013.
25) By 2016, the number will reach 4.3 billion.