Making Social and Email Work Together
Social is sexy; email is not. Social is alive and well; email is dead. This is the perception, but it’s not reality.
Smart marketers know that social and email work together well, and that by leveraging that relationship they can make both their social media and email marketing strategies more effective. This is just one topic I’ll be covering in the MarketingSherpa Email Essentials 2010 Workshop Training, taking place in 10 locations around the United States beginning in this month.
The strategic link between social and email is supported by “View from the Social Inbox 2010”, released by Merkle last month. It builds on the findings published by MarketingSherpa earlier this year, and by Silverpop in their “Emails Gone Viral: Measuring ‘Share to Social’ Performance” late last year.
Merkle found that people who use social media actually check their email more frequently than those that do not: 42% of social media users check their email four times a day or more, compared to just 27% of those that don’t use social media.
Even better news for marketers: 63% of those surveyed said that they use the same email account for social media messages as they do to opt-in to permission based email.
So those social media users are checking their email inboxes more frequently – and your marketing messages are more likely to be seen and acted upon.
In fact, a recent MarketingSherpa study found that 75% of daily social media users said that email is the best way for companies to communicate with them, compared to 65% of all email users. And 49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users
The Silverpop study found that social media share links included in email messages were receiving clickthrough rates of 0.5%. It may not sound like much, but it is significantly higher than the clickthrough rates on the “forward this email to a friend” links that marketers have been using for years.
When someone shares your email message on a social network, it’s the ultimate viral marketing. With very little effort your message has the potential to reach all of the recipients’ friends and contacts on that network. Silverpop estimates that posted messages have an average increase in reach of more than 24.3%, based on original email messages delivered.
Better yet, they feel that this is a conservative estimate – and that as social network usage grows, so will this figure.
Social networks and email feed each other – it’s the ultimate symbiotic relationship. But just knowing that isn’t enough. You have to know how to do it correctly to make it work. What type of content is most likely to shared? How can you make it as easy as possible for people to share it? How can you build a relationship with your recipients that will make them want to share your information? We’ll cover this and lots more in the training workshop.
Five years ago we weren’t talking about social networks in conjunction with email marketing. Now it’s a hot topic, one that every email marketer should be leveraging to its fullest.
Editor’s Note: Jeanne Jennings will be teaching MarketingSherpa’s Email Essentials Workshop Training series in 10 locations from March through August, and will be blogging about her experiences in the various cities. We’re excited to have her on board and contributing to the blog.