Email marketing and social media
Email marketing is highly measurable, but you must know and clearly define what you want to measure in the form of objectives (i.e., quantifiable metrics). Some people say that social media doesn’t work. However, the problem is that companies today may rush to use new communication channels without planning and defining what they want to achieve and measure...so how can they possibly determine what has or hasn't worked?
Email marketing services are taking the place of direct mailers. So, you can now combine your social networking marketing efforts with effective email campaigns.
It is important to establish SMART (simple, measurable, achievable, realistic, timed) objectives from the start, and these should fit into your overall communication plan, which should be derived from your overall marketing plan or strategy.
When Email Is Used on Social Networks
When social networks first came into play, they took the buzz away from blogs and RSS feeds and quickly became the next “great” new invention intended to doom email to its death. People could send messages and posts to their friends and families without even opening the email inbox.
You didn't need to worry about delivery. Social networks like LinkedIn, Facebook, MySpace, and even Friendster offered a new, fun, and trendy way to communicate, and it was adopted very quickly by the younger generation.
There’s a massive skew in usage by age. Half of 18–24-year-olds use social networks instead of email. Thirty-two percent of 25–34-year-old's use social networks instead of email.
Yet, even with the growing adoption of social networks, email didn't die. Instead, it became more widely used. The reason social networks have been able to increase the success of email is fairly simple. Emails received from your social networking site are trusted emails.
You as a subscriber have signed up for notifications when someone in your social network sends you an email. You receive emails on your social network only from your friends, so they are messages you want. When you receive these emails, often they get priority to be opened and read.
There are a tremendous number of best practices and tips for building an effective social network. That subject deserves its own book and will not be covered here.
What we will focus on are the top five ways you can make sure your social marketing email elicits the biggest response:
- Do not design a message in HTML. Most social network messages are sent from one person to another, so your email needs to look and feel just like a personal email. Designing a message in text is your most successful route.
- Send people to the social networking site to get more information, not to your website. One of the things you will find about your social network emails is that people will either want to reply to you directly or want to go to the network for more information. In most cases, they do not want to receive an email that sends them to a marketing landing page.
- Write your message in the first person. Again, social networks originated so that people could connect with other people who have similar interests. People who are members of social networks wants to be informed and not marketed to.
- Be ready and available to respond to replies your social emails receive. Once you send an email to your social networking list, you will receive personal replies.
- Make sure you send an email to your social networking group every six weeks or so to maintain an ongoing dialogue.
Sending messages to your social networking group only when you have a promotion to talk about will turn your readers off. Sending emails that include informative tips and news on occasion (but not too frequently)