9 Ways to Integrate Email and Social Media Marketing

Are you wondering how to add social media to your email communications?

Email and social media marketing go together like Batman and Robin.

They both can be effective on their own; however, when combined, their (super) powers can save the city and exceed your marketing goals.

Is Email Dead?

In this article I’ll show you how to combine email marketing with your social media efforts.

In a recent StrongMail survey, “More than two-thirds of business leaders (68%) say they plan to integrate social media with their email marketing efforts in 2012” (as reported by MarketingProfs on December 12, 2011).

As a guy who lives, breathes, eats and sometimes dreams email marketing, I was thrilled to see email getting some mainstream love.

You may be thinking, “Hey, isn’t email dead?”

Think again. I mean, sure, there are certainly case studies of companies forgoing email and replacing it with social media. I’d argue that these are exceptions, certainly not the norm.

This blog post and infographic on the value of email by SmarterTools will quickly dispel the “email is dead” myth.

Need one more proof point that email is not dead? How many times have you checked your email this week? Today? Since you started reading this blog post? Okay. Now that we are all in agreement, let’s continue.

Why Does Integration Matter?

Why would you want to include social sharing abilities within your email campaigns? What are the benefits of inviting an email subscriber to connect with you on your social networks? Why should you integrate email marketing and social media?

Including and promoting social sharing or share with your networkoptions in an email are important for a few reasons:

• They extend the reach of your emails: The more people share your email, the more potential you have for opens, clicks and conversions.
• They allow you to identify key influencers: Most email service providers (ESPs) include metrics on who has shared your emails the most often, as well as the effect their sharing has had on other key stats (opens, clicks, conversions, etc.). Armed with this data, you—the marketer—can be better informed as to who your key influencers are. If appropriate, you can then send dedicated campaigns to your biggest supporters.
• They provide an opportunity for list growth: The more eyeballs on your emails, the better chance you have of gaining new subscribers.

Including and promoting social connection(s) options in an email are important for a few reasons:

• They provide another platform to connect with your audience: Remember that each platform—email, Twitter, Facebook, YouTube, a blog, etc.—enables you to communicate and interact with people in different ways.
• They give email subscribers more options: It’s possible that your email subscribers prefer to engage with your company or brand on different channels. While email is great, it’s not the only option. Give ’em a choice!
• They allow you to expand the reach of your message: In short, why limit your communication with prospects, customers and/or fans to one network? Take advantage of other channels!

9 Ways to Integrate Email Marketing and Social Media

Before we dive in, it’s important to understand the distinction between social sharing and connecting:

• Social Sharing: This is when a marketer includes an option for the subscriber to share the entire email or a specific content block with their social network(s).
• Social Connection: This is what we tend to see most often—asking your email subscribers to like your Facebook page, follow you on Twitter, subscribe to your YouTube channel, etc.

Below are 9 ways to integrate email marketing and social media for maximum effectiveness. One thing to note: I consider “old-school” social networks like blogs and SMS (texting) to be social media.

#1: Include Social Icons in Emails

While this may sound like an obvious one, it’s important to include social icons in your email campaigns. To be clear, I’m not talking about slapping a tiny Facebook or Twitter icon somewhere at the bottom of an email. Nope. Say it loud. Say it proud. Like theHuffington Post Media Brief.

A good example is this email header from the Huffington Post Media Brief.

#2: Ask Email Subscribers to Share and Connect

Sometimes just including social icons is not enough. Remember: While many subscribers recognize the Facebook/Twitter/LinkedIn icons, not all know what action you want them to take when they see them in an email. Don’t be afraid to tell them! See howWineAnthology shares.

In this example from Wine Anthology, they invite their subscribers to share the email.

Of course, if it fits with your company image/brand, you can also use a bit of humor likeBustedTees does here.

Busted Tees asked their subscribers to "stalk" them on their social networks.

#3: Send a Dedicated Email Campaign

There are times when including some links or buttons—asking your subscribers to socially connect or share with their network—is not clear enough. If you are not having much success, try sending an email that is dedicated to a particular social network likeCopyblogger does here.

In this example, Copyblogger tells subscribers why they should follow them on Twitter.

#4: Provide Incentive

As mentioned in #3, if you want someone to connect with you on other social networks, sometimes you need to provide an incentive—tell me what’s in it for me!

I really like what Hydro Flask did in this email below, asking email subscribers to invite their friends to like them on Facebook. Notice the incentive that benefited everyone—”the more you like, the more you save.”

"The more you like, the more you save" email campaign from Hydro Flask.

However, your incentive does not have to be financial. You can also try what Chris Penndid here in his email newsletter. (Note: red box is mine.) He offered two subscribers a chance to be featured in his next email—the one who shared the most and the one who generated the most click-throughs.

Give your subscribers a reason to connect, a reason to share.

#5: Promote Email Sign-up Via Social Networks

If you have a strong following on a particular social network, don’t hesitate to ask for new email subscribers via that channel. See what C.C. Chapman did in this tweet.

Ask for your Twitter followers to opt into your email newsletter.

You can also promote your email sign-up page on Facebook, as Cruise Deals did in this example.

The key here is cross-promotion—leverage each channel to promote the other.

#6: Include “Retweet This!” Snippet in Email

Another great way to cross-pollinate email marketing and social media is to highlight a particular tweet in your email campaign. MarketingProfs is one company that does this in many of their emails.

Check out this example below from a recent email. What I like about featuring a particular tweet is that it fits nicely with the “share your community’s stuff” mantra.

MarketingProfs features a tweet from their community that is relevant to their audience via a "Retweet this" block.

#7: Build an Email Opt-In Form on Facebook

Facebook allows you to embed an email sign-up form as one of your apps. Take advantage of this great opportunity to encourage your Facebook fans to opt into your email list.

Here is a great example from the Park City Mountain Resort’s Facebook page.

Park City Mountain Resort makes it easy to sign up for their email list via a form on Facebook.

I also really like this December Holiday Promotion from Crocs on their Facebook page. Notice how they also provide an SMS option. More on that in #8.

Notice how Crocs simplifies the email opt-in form on Facebook. They also provide a text-to-subscribe option.

Note: Many ESPs provide this email opt-in on Facebook functionality. MailChimp (an ESP) details their Facebook sign-up app in this blog post.

#8: Don’t Forget SMS (text)

One of my favorite (creative) cross-promotion techniques is from Southwest Airlines. The next time you fly SWA, be sure to look at your cocktail napkin. I snapped this picture of mine a while back, but I’m pretty sure they are still doing it.

Notice how you can text your email address to a unique number to opt into their email campaigns. Cool, huh?

#9: Promote Email Marketing on Your Blog

One often-overlooked integration option is using your blog to mention, link to and ask for new email subscribers.

Chris Brogan does this occasionally in his blog posts. (Note: the red box/text is mine.)

If you have a strong network of blog readers/subscribers, take advantage of it!

Conclusion

So there you have it. Batman. Robin. Email. Social. It’s time to start using email marketing to power social media and social media to power email marketing.

What do you think? Have you come across examples of companies effectively integrating the two channels? Have you found success? Do you have other tactics to add to the list? If so, please share in the comments box below!

9 Ways to Integrate Email and Social Media Marketing

Are you wondering how to add social media to your email communications?

Email and social media marketing go together like Batman and Robin.

They both can be effective on their own; however, when combined, their (super) powers can save the city and exceed your marketing goals.

Is Email Dead?

In this article I’ll show you how to combine email marketing with your social media efforts.

In a recent StrongMail survey, “More than two-thirds of business leaders (68%) say they plan to integrate social media with their email marketing efforts in 2012” (as reported by MarketingProfs on December 12, 2011).

As a guy who lives, breathes, eats and sometimes dreams email marketing, I was thrilled to see email getting some mainstream love.

You may be thinking, “Hey, isn’t email dead?”

Think again. I mean, sure, there are certainly case studies of companies forgoing email and replacing it with social media. I’d argue that these are exceptions, certainly not the norm.

This blog post and infographic on the value of email by SmarterTools will quickly dispel the “email is dead” myth.

Need one more proof point that email is not dead? How many times have you checked your email this week? Today? Since you started reading this blog post? Okay. Now that we are all in agreement, let’s continue.

Why Does Integration Matter?

Why would you want to include social sharing abilities within your email campaigns? What are the benefits of inviting an email subscriber to connect with you on your social networks? Why should you integrate email marketing and social media?

Including and promoting social sharing or share with your networkoptions in an email are important for a few reasons:

• They extend the reach of your emails: The more people share your email, the more potential you have for opens, clicks and conversions.
• They allow you to identify key influencers: Most email service providers (ESPs) include metrics on who has shared your emails the most often, as well as the effect their sharing has had on other key stats (opens, clicks, conversions, etc.). Armed with this data, you—the marketer—can be better informed as to who your key influencers are. If appropriate, you can then send dedicated campaigns to your biggest supporters.
• They provide an opportunity for list growth: The more eyeballs on your emails, the better chance you have of gaining new subscribers.

Including and promoting social connection(s) options in an email are important for a few reasons:

• They provide another platform to connect with your audience: Remember that each platform—email, Twitter, Facebook, YouTube, a blog, etc.—enables you to communicate and interact with people in different ways.
• They give email subscribers more options: It’s possible that your email subscribers prefer to engage with your company or brand on different channels. While email is great, it’s not the only option. Give ’em a choice!
• They allow you to expand the reach of your message: In short, why limit your communication with prospects, customers and/or fans to one network? Take advantage of other channels!

9 Ways to Integrate Email Marketing and Social Media

Before we dive in, it’s important to understand the distinction between social sharing and connecting:

• Social Sharing: This is when a marketer includes an option for the subscriber to share the entire email or a specific content block with their social network(s).
• Social Connection: This is what we tend to see most often—asking your email subscribers to like your Facebook page, follow you on Twitter, subscribe to your YouTube channel, etc.

Below are 9 ways to integrate email marketing and social media for maximum effectiveness. One thing to note: I consider “old-school” social networks like blogs and SMS (texting) to be social media.

#1: Include Social Icons in Emails

While this may sound like an obvious one, it’s important to include social icons in your email campaigns. To be clear, I’m not talking about slapping a tiny Facebook or Twitter icon somewhere at the bottom of an email. Nope. Say it loud. Say it proud. Like theHuffington Post Media Brief.

A good example is this email header from the Huffington Post Media Brief.

#2: Ask Email Subscribers to Share and Connect

Sometimes just including social icons is not enough. Remember: While many subscribers recognize the Facebook/Twitter/LinkedIn icons, not all know what action you want them to take when they see them in an email. Don’t be afraid to tell them! See howWineAnthology shares.

In this example from Wine Anthology, they invite their subscribers to share the email.

Of course, if it fits with your company image/brand, you can also use a bit of humor likeBustedTees does here.

Busted Tees asked their subscribers to "stalk" them on their social networks.

#3: Send a Dedicated Email Campaign

There are times when including some links or buttons—asking your subscribers to socially connect or share with their network—is not clear enough. If you are not having much success, try sending an email that is dedicated to a particular social network likeCopyblogger does here.

In this example, Copyblogger tells subscribers why they should follow them on Twitter.

#4: Provide Incentive

As mentioned in #3, if you want someone to connect with you on other social networks, sometimes you need to provide an incentive—tell me what’s in it for me!

I really like what Hydro Flask did in this email below, asking email subscribers to invite their friends to like them on Facebook. Notice the incentive that benefited everyone—”the more you like, the more you save.”

"The more you like, the more you save" email campaign from Hydro Flask.

However, your incentive does not have to be financial. You can also try what Chris Penndid here in his email newsletter. (Note: red box is mine.) He offered two subscribers a chance to be featured in his next email—the one who shared the most and the one who generated the most click-throughs.

Give your subscribers a reason to connect, a reason to share.

#5: Promote Email Sign-up Via Social Networks

If you have a strong following on a particular social network, don’t hesitate to ask for new email subscribers via that channel. See what C.C. Chapman did in this tweet.

Ask for your Twitter followers to opt into your email newsletter.

You can also promote your email sign-up page on Facebook, as Cruise Deals did in this example.

The key here is cross-promotion—leverage each channel to promote the other.

#6: Include “Retweet This!” Snippet in Email

Another great way to cross-pollinate email marketing and social media is to highlight a particular tweet in your email campaign. MarketingProfs is one company that does this in many of their emails.

Check out this example below from a recent email. What I like about featuring a particular tweet is that it fits nicely with the “share your community’s stuff” mantra.

MarketingProfs features a tweet from their community that is relevant to their audience via a "Retweet this" block.

#7: Build an Email Opt-In Form on Facebook

Facebook allows you to embed an email sign-up form as one of your apps. Take advantage of this great opportunity to encourage your Facebook fans to opt into your email list.

Here is a great example from the Park City Mountain Resort’s Facebook page.

Park City Mountain Resort makes it easy to sign up for their email list via a form on Facebook.

I also really like this December Holiday Promotion from Crocs on their Facebook page. Notice how they also provide an SMS option. More on that in #8.

Notice how Crocs simplifies the email opt-in form on Facebook. They also provide a text-to-subscribe option.

Note: Many ESPs provide this email opt-in on Facebook functionality. MailChimp (an ESP) details their Facebook sign-up app in this blog post.

#8: Don’t Forget SMS (text)

One of my favorite (creative) cross-promotion techniques is from Southwest Airlines. The next time you fly SWA, be sure to look at your cocktail napkin. I snapped this picture of mine a while back, but I’m pretty sure they are still doing it.

Notice how you can text your email address to a unique number to opt into their email campaigns. Cool, huh?

#9: Promote Email Marketing on Your Blog

One often-overlooked integration option is using your blog to mention, link to and ask for new email subscribers.

Chris Brogan does this occasionally in his blog posts. (Note: the red box/text is mine.)

If you have a strong network of blog readers/subscribers, take advantage of it!

Conclusion

So there you have it. Batman. Robin. Email. Social. It’s time to start using email marketing to power social media and social media to power email marketing.

What do you think? Have you come across examples of companies effectively integrating the two channels? Have you found success? Do you have other tactics to add to the list? If so, please share in the comments box below!

A Beginner’s Guide to Successful Email Marketing

“You’ve got mail.”

Do you remember hearing that? It’s one of those legendary pieces of Internet history formed when the road was still being paved and we were foraging our way through the wilderness of what was the original World Wide Web.

Although times have changed and AOL no longer sends CD’s in the mail, we can still thank them for introducing us to email and our addiction to it.

These days, we’ve replaced that message with Tweets, likes, and status updates, but that doesn’t mean that our affinity for email is any less. In fact, because of the noise that is social media, one could argue that the inbox has become our virtual dojo, our place of solitude amongst the chaos.

This is why, as an entrepreneur, I believe that building successful email marketing campaigns has never been more important than it is now. But there’s a problem; most people don’t know how to do it right. So in the interest of furthering best practices and helping you succeed as a business owner, let’s get back to the basics and talk about how a great email campaign is built, from the ground up.

You’re in their house

People are inundated with interruption, pitches, and advertisements everywhere they look, and though you might think yours is special, there’s a high probability that to the reader, it looks the same as the rest. This is why it’s important to remember where you are, and use your good manners as a result.

Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so. It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behavior at all times and remember…you’re in their house.

Phase I: Getting Permission

Of course, no email campaign was ever built without getting permission to get started, so first we’ll need to focus on building a sizable email list.

There are many ways you can do this of course. Some prefer to give something away for free while others simply offer a newsletter or product updates.

I can’t tell you which is the right or wrong answer in this case, but I can tell you that it’s important to have a clear purpose when asking for an address. This is where a strong call to action comes into play, and copywriting is super important.

• What do I get when I give you my email address?
• Are you going to spam me?
• How often will you email me?
• Will I get discounts?
• Will I get a first crack at your beta?
• Will you send me relevant offers or more junk?

These are the kinds of things you’ll need to address if you want to be successful in phase 1. Simply posting “enter your email for updates” isn’t going to get anyone excited to do so. Instead, consider sharing specifics:

Note the Clear and Concise Call to Action in the Examples Above

Take a look at the examples above and you’ll see that the first tells me I’m getting a free catalogue and a series of reviews and special offers, while the 2^nd tells me exactly when I’ll receive the newsletter updates. This is a far more specific, and effective, way of doing business.

A quick look at my own practices tells me that the offers I subscribe to most often are for:

• Email Series
• Free Downloads
• Free White Papers or eBooks
• Update Lists (New Issue Notifications, Product Updates, New Releases)

Lastly, and Amazon does this really well, your customers make great candidates, so don’t forget to integrate some form of registration or email subscription as part of your purchasing process. Just remember to treat these addresses with special regard, which we’ll talk about in phase 2.

Get Whitelisted

While almost all reputable email service providers work very hard to make sure that your emails are not blocked by major ISP’s, they can’t control whether or not your emails hit the inbox or the spam box. Although most will help you by providing a quality score to help you determine availability, getting whitelisted is the most effective way to ensure that your emails get delivered properly.

Essentially, getting whitelisted is equivalent to being marked as a friend, and the best way to achieve this is by being added to the recipient’s address book. The best way to do this is by providing instructions to do so at the top of each email, especially on the initial thank you and first follow-up email.

Furthermore, here are instructions from some of the more popular online providers:

• AWeber
• Mailchimp
• Constant Contact
• Campaign Monitor
• Blue Sky Factory
• Emma

Phase II: Playing the Numbers Game

Manage Expectations with Follow-Up Efforts

Email marketing is all about expectations, and it’s up to you to set them. If your call to action is strong, and your follow-up is consistent, then you can count on a positive campaign. However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure. On the contrary, if someone is expecting daily updates or critical product updates and you don’t’ deliver, then they are likely to be just as upset in that case too.

Because I asked, I expect Hugh MacLeod to email his cartoons daily.

This is why the first follow-up email is so crucial to the success of your email marketing efforts. Almost all email service providers give you the option to create an autoresponder sequence, and it’s imperative that you take advantage of it.

The initial follow-up email should be sent immediately as a way to introduce yourself and detail what you plan on doing with your new subscriber’s email address. It’s better to be long-winded and detailed than it is to be quick and unobtrusive, but if you can pull off quick and concise then more power to you.

From here, it’s simply a matter of living up to their expectations.

When to Pitch

If you’re going to get in the habit of pitching often, try to put yourself in the reader’s shoes. Ask yourself if your messaging is consistent with the expectations you’ve set. As I said before, Amazon does this well because they send relevant offers based on my buying habits. Those that send blind offers are far more likely to lose permission to keep doing so.

Notice how Amazon recommends products based on my prior buying habits.

Another option to consider is the value you’re providing. While Amazon can provide value in an offer, you might have to provide it with a newsletter or in linking to blog posts or other forms of media content.

Again, each business has different needs, and there aren’t any hard and fast rules as to how often you can pitch or provide content, but remember that an email list is a permission asset and it’s better to err on the side of caution than to play it loose and reckless.

What’s in a Newsletter

The Sprouter Newsletter is a welcome addition to my inbox because they provide value through insights, updates, and new content. Each email is prefaced with an introduction, and includes a list of great posts, local events, and hot startups.

While we’re on the topic of content, let’s talk about the difference between a good newsletter and a bad newsletter.

The first sign that you’ve received a bad newsletter is that you don’t recall ever asking to receive it. Typically, this happens when a business either fails to maintain a regular email routine or uses poor form and manually adds me to their list after receiving a business card or personal email.

I find that the most compelling newsletters are those that do a great job of mixing messaging and updates. For example, while the email might contain a list of product updates and images, it’s balanced by a personal message or friendly update.

As a rule of thumb, try to use your newsletter as a way to further your relationship with the reader/customer rather than to pitch them. Save the pitch for unique updates, offers, and announcements.

Using the Autoresponder

As a marketer myself, one of the issues I run into most often is that I forget to talk to my list until I have something to sell. Obviously, this is not ideal.

This is where an autoresponder can save you, and why I recommend scheduling content to be delivered on a consistent basis over the course of several months.

For example, Copyblogger offers a newsletter titled “Internet Marketing for Smart People,” and it contains a dozen plus great pieces on how to market better as an online entrepreneur. I can’t remember when I signed up, but I do know that I’ve received an occasional email at least once per month over the past 6 months.

The benefit of that is when you do need to announce a new product or sale, you can count on the fact that you’ve already been in touch, having built a relationship over several weeks/months, and are much less likely to annoy your readers. Of course, it’s important to schedule your autoresponder sequence on specific days so that you know when you can afford to send an email. More than one per day and you’re probably mailing too much.

If you find yourself asking “will this email be one too many?” then it’s probably one too many.

Phase III: Segmentation and Analytics

Analytics

Notice the detailed daily statistics for open rate on a recent AWeber campaign.

We’ve talked before about the importance of analytics in web copy, and email is no different. Every service provider I’ve ever worked with provides complimentary analytics.

Though they’re all important, the 3 most important to me are open rate, click through rate (CTR), and unsubscribes.

Your open rate will tell you how well you’ve built your relationship; if the number is low, it means that people have started to delete upon receipt, which means you need to work harder on providing value and/or managing expectations.

If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.

If your unsubscription rate is high in relation to your opt-in rate, then you’ve passed the point of building value and writing good copy…you’ve got some serious work to do. If this is you, try to examine when people are leaving and take action based on those leaks.

If they’re leaving after a certain autoresponder email, then re-work it. If they’re leaving after marketing messages, then re-work the way you present offers. If they’re leaving early on in your funnel, then you need to fix your original call to action so that it’s in harmony with what you’re sending.

Email analytics are critical in that if you’re paying attention, they’ll give you very specific clues as to what you’re doing wrong. Of course the key variable here is “paying attention.”

Segmentation

If you’re unfamiliar with the term, segmentation is the practice of splitting up your email list into more targeted groups.

For example, the following are ways to segment a larger, more unified list:

• Customer List (in comparison to leads)
• Product Updates (in comparison to a customer list)
• Newsletter
• Daily Email List (in comparison to weekly, bi-weekly, monthly, etc)
• HTML (yes, some people prefer the option for text)

In dividing your list in this manner, you give yourself the ability to send more targeted communication. Some customers want both product and sales updates, while others might only want to hear about new versions. If you don’t give them the chance to choose, you risk losing them all-together. Since customers make the best buyers, it’s fairly obvious why you want to keep them subscribed to your customer email list.

With segmentation, you can send a broadcast only to those that didn’t open your last message (ask them why), or to those that showed interest (a 2^nd pitch). You can also split test messaging amongst different groups in order to refine your best practices.

As you can see, segmentation isn’t rocket science, but it is work, which is why most don’t take the time to do it right. If you do, you’ll immediately separate yourself from the pack.

The Value of Your List

In the future, we’ll talk about more advanced techniques, such as measuring the cost of lead acquisition, but for now know this: your email list is one of your most valuable resources, and if you learn how to treat it right, the cost of doing so will pay for itself.

If you can imagine that each person on your list is worth a set value, say $5, then you can understand immediately how losing several hundred could be dangerous to your bottom line.

What do you think? How has email marketing served you best? What practices help you to keep your numbers growing and your readers engaged? Share in the comments.