By connecting social channels and email marketing, you can achieve much better results than if you use the channels independently of each other. Read how to best connect both online media and optimally increase the success of your email marketing strategy.
1. What do social networks have in common with email marketing
The answer is – a lot . Today, we are very well aware of how both online media complement each other and together enable:
- promoting the recognition and reputation of the company and its brand,
- easy segmentation of target groups take email marketing service according to gender, place of residence, age, field of interest, previous purchases and other characteristics,
- communication with users, their affiliation and cooperation,
- promotion of products and services, communication of news, anniversaries and company events
- and immediate monitoring and analysis of results .
It is therefore necessary to build and implement a marketing strategy simultaneously both on social networks and via email.
2. Which social networks to choose?
We advise you to think carefully about who the recipients of your newsletters are , what is characteristic of them, and carefully separate them according to the characteristics that are relevant for your company. In addition to the fact that segmentation allows you to design customized forms and content of newsletters, it also answers the question of which social networks are most suitable for an individual target group.
Research has shown that younger users are closer to Twitter, Instagram and Snapchat , while older users prefer Facebook or LinkedIn . It is also worth noting that B2B email marketing achieves more shares on LinkedIn , while B2C is more successful in collecting likes on Facebook .
Pinterest is a particularly interesting social network from a marketing point of view, as it is designed as a kind of bulletin board on which you can this is the most effective option because people pin images of various products , services or areas that interest you and thus create your own collage that represents you. “Repin” means that you can also pin products from other users or companies.
The platform thus turns into an effective sales tool – with the help of the newsletter , you can insert links to your Pinterest bulletin board, attach your newsletters to it or invite your recipients to it .
So where is the junction?
Every newsletter you send to customers should always include links to your pages on social networks . It is best to insert them already in the header consumer data of the newsletter (top left) as small icons or at the bottom for the content as slightly larger icons.
Another option that recipients like to notice is to make links to social networks as independent modules within the newsletter that contain a CTA (call to action), such as “Like us on FB and get additional discounts” . followed by a link to your Facebook page.