How to integrate your email campaigns with social channels Read more: How to integrate your email campaigns with social channels – FierceCMO http://www.fiercecmo.com/story/how-integrate-your-email-campaigns-social-channels/2013-09-04#ixzz2dxU6eIOa Subscribe at FierceCMO
Howard offered tips on how marketers can bring these two channels together.
1. Be consistent. Make sure there is one coherent voice between your email campaigns and your social media channels. The two may have different tones and vary widely, but both should stay true to your brand’s message. “Often, organizations have separate people in charge of email and social media, and the messages lack consistency,” Howard said. “Consistency helps drill the point home for followers, and it helps to build brand trust.”
2. Link and share. There are two primary social assets you need to include in your email campaigns. First, you want a link to the company’s social pages, whether it’s Facebook, Twitter, or LinkedIn. Second, you need to have a clear and easy way to share the email on social outlets. “The former helps spread the word of your email efforts through social media, and the latter helps drive social media followers through email,” Howard explained.
3. Realize it’s a two-way street. Linking to social in your emails helps you drive email subscribers to those channels, but you can also use social to drive viewers to your emails. The email signup form is one useful tool for achieving this. “By including email signup forms on your organization’s Facebook page, or by tweeting out links to signup forms, subscribers can sign up for and help grow your email marketing lists,” Howard said.
4. Coordinate. Each format has its own advantages. Email, for example, has a longer shelf-life but social media can be spontaneous and in the moment. Be sure to use each to complement the other. Some email service providers will even allow you to include a social message and link to an email that will post at the same time your email is sent. “Or you could set up a wave of social posts that lead up to an email campaign,” Howard added. “Coordination is key.”
5. Manage frequency. While you want to coordinate your content in both formats, that doesn’t mean they should be on the exact same timetable. How often you send out emails should make sense for that format, and the rate at which you post content to social media should be effective for its. “You wouldn’t send your subscribers 10 emails a day, and likewise you wouldn’t post to Twitter once a month,” Howard said. “Try to balance what works best with your audience.”