The proliferation of online marketing through social channels seems to have eclipsed other methods and some lament that it will bring about the fall of email marketing. However, a recent survey shows that there are many who believe that social campaigns can augment, not hurt your email strategy. The Econsultancy survey reveals that only 1% of companies see a conflict between the two channels.
While the two are quite different in their typical use… one to inform, the other to spark conversation, the two channels can be used together to create a richer experience for customers. Because they are different, they can provide more contact opportunities for marketers without redundancy.
There seems to be some confusion about whether using email campaigns to push your social media is effective. Just 25% of companies surveyed said they thought email was successfully driving social media activity. However, they went on to say that including social sharing buttons in emails was important, and they were right. Some recent stats back that up – sharing buttons can increase click rates by as much as 115%.
Agencies differed from companies in their responses. They reported the need for engagement opportunities as being a driving factor for social media activity, more than sharing functionality. So who is right? Perhaps everyone. The ability to utilize all of these options allows companies to ‘cover all the bases.’ It is also advisable to include social calls to action in the mix.
With the rise in choices, there is also a new set of expectations from customers about receiving relevant messaging. It’s as if they are saying “show us that you understand us, and our habits, and we will show you something in return.” Being relevant and current with the messaging still applies. Success in cross channel marketing also lies in the consistency of messaging.
While email can help generate social activity, the inverse can work as well. Another recent study found that companies responding to customer complaints and compliments on social media, led to customers being more receptive to email campaigns from those companies.
How to achieve success
The first step to cross-channel success lies in creating customer – focused messaging.
- Develop a view of your customer across channels.
- Determine their typical journey.
- Evaluate your tools and assess whether you need integrated data support.
- Don’t bite off more than you can chew…when it comes to reaching those customers, add new channels slowly and determine response.
Marketing Land suggests three actions you can take to leverage your customer-focused messaging for improved multichannel experience.
- Subject lines: Take your email subject line and tweak it for use as a tweet or Facebook post.
- Click Patterns: Look at which pieces of content are getting response. Determine which landing pages get the most activity. Use this data to craft future messaging to keep it relevant.
- Keywords: Use them in your email messaging and social media to drive visitors to your website.
Using one form of online marketing to increase the effectiveness of another is a key to cross channel marketing. Make certain you plan before executing, evaluate while in the process, and respond accordingly.
Do you use email marketing to improve social media marketing? How could you integrate the two effectively?
For more on cross channel online marketing services in Atlanta, contact us today.