Benefits of Integrating Your Email and Social Media Strategies

When it comes to audience building, personalized communication and sharing information quickly and efficiently, not much beats email and social media. In fact, at the end of 2014, a survey of business leaders showed that social and email would be these two channels would be the most likely to see an increase in investment in 2015; social media is predicted to grow as a channel by around 37%, and email is expected to jump from 3% growth to nearly 10% in 2015, thanks in large part to improved personalization.

Why are these impressive jumps in growth occurring? One reason might be the high ROI of email. Although email’s response rates may not be ideal (around .12%), its inexpensive nature means that it still sees an ROI of around 28.5%- an impressive amount when compared with direct mail, which only has a 7% ROI. Email is also the most popular activity on smartphones and other mobile devices, with 78% of 18-44 year olds reporting that they use their mobile devices for email.

Meanwhile, there are currently 2.08 billion active social media accounts in the world, representing 23% of the world’s population, and the average social media user spends over two hours per day using social networks. A 2013 study also showed that on average a Facebook like equates to an extra $22 spent on the company (however, keep in mind that this is likely to vary greatly by industry).

With these two channels exploding, marketers are realizing that they might be able to harness the power of email to improve their social media reach, and vice versa. Traditionally, however, the crossover between email subscribers and social media followers isn’t usually very high. For example, a recent study found that out of one company’s social media followers, only around 50% were also subscribed to their newsletter. Similarly, crossover between social media sites is also limited; only 5% of that same company’s Facebook fans were following them on Twitter, while only 40% of the company’s Twitter followers were also Facebook fans.

On the surface, email and social media are very different channels with very different purposes; email is typically considered a mid-funnel channel, while social media often sits at the top of the funnel. But how can marketers leverage each channel to improve the other?

Using Social Media to Grow Email

While social media may seem like the best way to build your brand awareness and capture new fans, capturing your social media followers’ email addresses is still the best way to own your audience. Social media audiences are “leased” rather than owned, and nothing exemplifies this truth better than Facebook’s declining organic reach. In 2014, Facebook ended the free ride they had been giving businesses and brands in order to reach their audience for free, and marketers were left scrambling- and paying- to enjoy the reach they once enjoyed for free. You don’t own your Facebook audience- Facebook does. This makes capturing email addresses (a truly owned channel) more crucial than ever.

First, make it easy for your followers to sign up for your email newsletter. Many email clients provide an app that can be linked to Facebook, allowing Facebook fans to easily sign up for email newsletters. A seamless, simple process will encourage your social fans to follow through with the sign-up process.

Next, use your social media channels to offer followers previews of your premium email content (ReachMail has a social media sharing tool that allows you to easily post your messages to your company’s social media pages). Email newsletters are more suited to long-form, original content, while Facebook or Twitter posts are better for short, pithy updates. However, your Facebook and Twitter channels are great avenues for previewing your exclusive email content, and offering those previews can encourage your social media fans to sign up for your newsletter.

One impressive example of these two strategies succeeding comes from KFC and the launch of their Double Down sandwich. During this launch, KFC implemented an email sign-up widget on their Facebook page and sent an email to current subscribers encouraging them to share an email pre-announcing the Double Down. KFC found that the email was shared more than 12,000 times on Twitter and Facebook alone in just 24 hours, and thanks to the social media shares and the traffic to the email widget, opt-ins for email subscriptions rose 30%.

You may also choose to incentivize newsletter signups. Many e-commerce retailers provide incentives of 10-20% off a purchase in exchange for signing up for an email list; however, you can also offer other incentives, such as exclusive content, free samples, or sweepstakes entries. For example, online tea retailer Teapigs offered 10% off of a purchase via Facebook in exchange for an email sign-up, which led to a 30% increase in newsletter sign-ups.

Remember the statistics we mentioned earlier about how email is now the most popular activity on smartphones and other mobile devices? 45% of all email opens occurred on mobile platforms in 2014, while 30% of consumers report that they exclusively read their email on mobile devices. Even worse, 69% of mobile users report deleting emails that aren’t mobile optimized. Therefore, it’s imperative that your emails are optimized for mobile use.

Using Email Marketing to Grow Social Channels

Facebook and other social media sites are traditionally seen as top of funnel marketing channels best-suited for attracting new customers and increasing brand awareness. But in fact, Facebook has been proven to be less than ideal for creating new customers; around 84% of Facebook fans on company pages represent current customers, meaning that Facebook is best suited towards keeping existing customers.

Email, meanwhile, is seen as more of an ‘owned’ audience, managed and controlled by the brand for the purpose of moving leads down the sales funnel. However, with a twist on the tactics discussed above, you can still use email marketing to grow your social channels.

The most immediately successful way to use your email list to grow your social channels is simple: add buttons to the bottom of your emails directly linking to your social pages. This cross-channel promotion has been shown to lead to a 325% increase in new Facebook fans on the day of the newsletter (the reversal of this cross-channel promotion is also a smart strategy; a Facebook wall post encouraging subscription to the newsletter led to a 225% increase in new subscriptions compared to the average daily sign-up rate).

Don’t be shy about using these buttons in your email list. The more often a button linking to social media is available to an email subscriber, the more likely the user is to take advantage of it. Other places to put the button can include on the confirmation page after they sign up for the email list, in welcome emails, and in customer service emails.

Another ReachMail feature you can take advantage of here is our autoresponder. If you’re already sending a welcome series, consider adding one email specifically inviting your new subscribers to join you on each of your social media channels.

Incentives also work for increasing your social channels. Use your email list to send our notices for sweepstakes and other promotions, and you’ll see your social media likes and followers rise.

Koyal Wholesale, the world’s largest supplier of products for weddings, integrated their social media presence into email campaigns to great success. Their email list had over 200,000 subscribers, and by including their Facebook and YouTube content in these emails, Koyal Wholesale achieved a 12% lift in their emails’ open rates, a 10% lift in conversion rates, and ultimately a 16% lift in revenue.

Using your email marketing list to grow your social channels- and vice versa- is a win-win situation. However, a word of caution: marketers should be careful to remember what each channel’s specific purpose is. While keeping your channels’ goals set to their specific strengths and purposes is important for successful cross-channel promotion, the fact is that using one channel to fuel the success of the other is a smart marketing strategy. By integrating your email and social media strategies, you can increase your brand’s reach, adding to your leads and moving them down the sales funnel.

Respond to Mobile Users with Responsive Campaigns

Do you check email on a mobile device? If so, you’re in good company. More than 64% of Americans use smartphones; the most popular apps are those that allow users to view and compose emails. The Pew report linked above indicates that more than 87% of smartphone users regularly check email from their phone.

Need more proof of mobile email’s popularity? Check your individual campaign reports. ReachMail breaks out how many of your email openers are mobile users. Many of our clients find that a large percentage of their emails are opened from mobile devices.
For example, more than 40% of this ReachMail user’s opened emails used mobile devices to open their emails:

In another real-life example, more than 85% of this ReachMail user’s opens came from mobile devices:

With so many people checking and opening emails from their mobile devices, how can you make sure your email is optimized for these users? By making your email Responsive. Responsive emails adapt to each device (desktop, tablet or mobile) to ensure they are easy to read across the most commonly used devices and email clients.
The first step toward building responsive emails is to modify your content so that users don’t have to “pinch and zoom” to consume your content. To increase responsiveness, your email design should follow these guidelines:

  • Narrow Width – scale it down from 600 to 300 or 350 pixels wide.
  • Simple Design – keep it clean and make your typography stand out
  • Organized Content – chunk content into simple blocks that can be moved around
  • Single Column – use designs with only one single column

ReachMail offers some great built-in resources to get your mobile campaigns up and running. The simplest way to make sure your campaigns are responsive is by taking advantage of our free built-in responsive templates. These templates are free with a paid ReachMail account and automatically adapt to ensure your emails can be easily read on each kind of device.

Here are two of the more than 60 responsive templates available:

After adding your content and before deploying your campaign, you can also use ReachMail’s email previews from Litmus® to make sure your email is readable on the most popular mobile and desktop email clients. Like our responsive templates, Litmus previews are built right into your paid ReachMail account.

Litmus email previews allow you to toggle between options to see exactly what your campaign recipients will see. Check out the example below:

Building a responsive campaign is a great way to make sure that your campaign is opened by more users; ReachMail gives you the tools to do it quickly and easily. To learn more, please see our support documentation, or leave us a comment and let us know what you are seeing with your mobile email campaigns.

Don’t be a victim of personalization fails

Have you ever received an email like this?

Picture of personalization failure

You can avoid this with ReachMail when you personalize your email campaigns. Check out how here.

How did the above mailer Progress Partners do this? Keep in mind how personalization works. ReachMail looks up whatever field you specified – if you specified “First Name” ReachMail will add whatever is in there. If there’s nothing or “Contact First Name” then you’re in trouble.

Fortunately we have a work around. We have a fallback feature for all personalization fields. This is done with the pipe symbol: |. For instance, if you intend to use the First Name personalization in ReachMail: {{first_name}} the fallback can be set as follows: {{first_name|Valued Customer}}. Anything you type after the | but inside the brackets will become the fallback if no first name is found for any recipient(s). We understand that not all list data will be perfect, and as such, using this feature to it’s fullest capabilities will ensure that your message looks the best it can.

Pro tip – Ensure that your test list contains the same fields as your live sending list. A common mistake is to test delivery with a test list that contains different data from your sending list. Ensuring that both lists use the exact same fields will allow for accurate testing of personalization.

Note that full name, last name and first name are three separate fields in ReachMail. If you upload your list using the full name field, you will NOT be able to reference the first name or last name specifically. Since a full name may contain a middle name or initial in many cases, there is no way for us to separate a full name into it’s respective parts in a graceful manner. You will have to reference the full name field with your personalization in order for the proper information to appear: {{fullname}}. Once again, proper testing of your message will ensure problems like this are caught before the message is sent out live to your recipients.