First of all, it is important to be clear about what Cross Channel is . As we have already mentioned on different occasions, cross channel marketing is a practice that integrates the use of different channels available to users, adapting messages to each of them and offering an integrated vision of them. On this occasion, we will emphasize the integration of social networks with email marketing . Two channels that, currently, continue to grow and have proven to be essential elements to reach certain sectors of the population.
On the one hand, social networks are one of the most powerful digital channels when it comes to maximizing the impact of our publications on the Internet. On the other hand, email marketing is considered one of the best digital strategies when it comes to increasing sales and having outlook email lists direct contact with users . Therefore... Why not combine both channels and try to get the most out of each of them? To remain competitive in the market, it is essential that your business continually adapts to the different changes that occur along the way. And today, social networks and email marketing are part of this change. However, you should not consider reaching your users through one element or the other. They are not incompatible. In fact, quite the opposite. The confrontation of both channels does not allow you to extract the potential that you could really get from your marketing campaigns.
Below, we will present 6 different tips to successfully integrate email marketing with social networks :
1) A clear example of integrating social networks with email marketing is to add social network icons with their links to your emails . This way, users will be able to access social networks quickly and directly. Not all users are aware of what channels we have at their disposal to relate to them, so let's take advantage of each communication to make it known. This is probably one of the simplest techniques since most email programs offer the option of configuring a personalized automatic signature that allows you to add this type of icons. Let's offer the possibility, in each email, for the user to become a fan or follower and to echo the content received. This involves completing the FTAF (Forward To a Friend) with the SWYN (Share With Your Network) to attract new users and obtain indirect conversions. 2) Include opt-in registration capture forms on our company page on Facebook,
Cross channel Newsletter Digital Response
3) Social media can be very valuable sources of information about our users. We can extract information from social media that will allow us to segment our databases more precisely and consequently the email marketing services we offer will be much more precise and exclusive for each of our segments.
4) Combining the lists of followers/users from the different channels will also allow us to have a broader view of our users. For example, once we have the information about which of our users are fans or followers, we can carry out email marketing actions specifically aimed at these groups (presumably our followers on social media are the users who value our brand the most, so it makes sense that they receive special treatment). The same happens the other way around. Using the emails of our email subscribers, we can launch advertising campaigns on Facebook or Twitter to those users in our subscriber database that best suit us in order to target only our target audience. (If you want to know more about Facebook Custom Audiences , click here)
5) Let's treat each channel individually . Although the messages must be consistent, each channel has its tone and its audience, so we must take care of the creatives and copies and adapt to each of the different channels.
6) Measure the ROI per user as well as per channel. There may be channels with a lower volume of users and responses. However, a user-level analysis can show that the conversion rates of followers are much higher than those obtained on other channels.
