You might think that email marketing and social media marketing are completely different facets that need to be separate within your marketing strategy. You would be correct on one of those things. The two are very different—in their goals, tactics, approach, etc.
When marketing your eCommerce business, the two serve completely different purposes. Email works to drive traffic to your website and work on completing conversions. On the other hand, social media helps you to engage with your audience better.
It’s really hard to put the two down on paper and compare them side by side. It can be very hard to calculate the ROI of social media, especially when algorithm changes have limited your organic reach of posts to just 6% of your audience.
Even with that, social media marketing can be very beneficial to your marketing strategy. Email marketing, on the other hand, has an average 4400% ROI and can see around $44 return for every dollar spent.
At the end of the day, what you need to realize is that, while the two are very different, they work great together like peanut butter and jelly—extremely distinct and contrasting in almost every way, each good on their own but delicious together. Email marketing and social media marketing is the same way—they work fine independently but increase your marketing power when used together.
Reasons Why You Want to Integrate the Two Together
Don’t just take our word for it; here are reasons why the two work so great together:
Extend Your Reach.
Using email and social media together is an exceptional and effective way to help you grow the reach on both platforms. Why limit the ways that you can communicate with your audience to just one network? The more people you have that share your email or share your post on Facebook, the more potential you have to reach others and gain more traffic and conversions.
Each different network or platform has a different way to communicate and connect with your audience. Maybe half of your email list is on Twitter and would like to follow you on there. Or maybe your Facebooks fans would love to know about all the happenings in your monthly newsletter. By combining the two, you have the ability to extend your reach across all platforms.
Grow Your List.
We’ve already touched on the fact that email marketing is extremely powerful—as previously stated, it has an ROI of 4400%. It also drives more conversions than any other marketing channel, including both social media and search.
Because email marketing is so powerful, you want to make sure that you are doing everything you can to leverage it. You want to make sure you are getting as many eyeballs on your emails as possible. The more people see it, the more likely you are to get new subscribers and grow your email marketing list.
Use Multiple Touch Points.
It takes multiple touch points to get a buyer all the way through your sales cycle. It’s been found that people need at least 12 individual touches in order to achieve the greatest level of response—with two of those being email. By using email and social together, you get more touches with a potential customer and have a better chance of converting them into a buyer.
Ways to Use Email and Social Media Together
Upload Your Subscriber List to Social Media
If you haven’t already uploaded your subscriber list to your social media channels, then you are missing out on a huge audience that you could be reaching on those platforms. Not only does adding your subscribers to your social networks help your followers by putting a face to your company, it can also help you.
By identifying those subscribers and listening to them on your social channels, you can get a better idea of who they are and what they want and need. It can also help you increase your social channels and gain new followers, who could turn into customers.
Here’s how you can add your subscriber list to your social channels:
To add your subscriber list to your Facebook account,
Click on Ad Manager
Go to Audiences > Create Audience > Custom Audience > Customer File
There are a couple of ways that you can get your subscribers on your Twitter platform. First, you could link your Twitter account to your email (Yahoo, Google) account and then scan for your contacts. This is a good method if your subscriber list isn’t too large.
If you have more subscribers and use a service for your email marketing, you can still upload your list to Twitter. After you export your CSV from your email service provider, follow these steps:
Go to ads.twitter.com
Create Campaign > Select Audience > Add Tailored Audience > Create a List Audience
Upload Your List
Like Twitter, you can either search your personal email for contacts or you can upload your list to LinkedIn.
To do so:
Click on Connections
Go to Add Personal Contacts > More Options
Click on Upload a File
Upload Your CSV
Use Email Lists to Create Lookalike Audiences
You can also add your email lists to Facebook by creating a Lookalike Audience. When you add your list to a Lookalike Audience, Facebook will match your list of profiles with a broader group of people who have similar demographics, interests, and behaviors. This is a great way to find new members of your target audience by using your existing data.
To create a Lookalike Audience, you first have to have your email list upload into your Audiences. You need to have a least 100 people matched. Facebook generally has about a 30-70% match rate. However, the more people you have on the original list, the more similar the Lookalike Audience will be because there is more data from which to pull.
After your original list is uploaded to your Audiences:
Click on Ad Manager
Go to Audiences > Create Audience > Custom Audience > Lookalike Audience
Click on Source
Find Your Original List
Add Social to Your Email
If you haven’t already, you want to make sure that your social platforms are visible on your emails. You don’t just want to put a tiny little icon at the bottom; you want your subscribers to be able to find your icons so that they can learn more about you or follow you if they don’t already.
The first way that you can do this is to include your social icons on your email. This way, subscribers can easily find your social platforms without having to search for them. You can also include social media sharing buttons on your email. This allows your subscribers to easily share your newsletter on their social channels, which increases your reach and could add to your email list.
Segment Out Your Email Lists
You want to segment out your email list so that you can better understand how to be in communication with your audience. You can create multiple segments so that you can know the people to email, when to email them, and what type of content you should send them.
Some segment lists include:
People who follow you on ____ (Facebook, Twitter, etc.)
Subscribers who haven’t bought anything
Brand new customers
The more segmenting that you do, the better you can reach your audience with a message that will resonate with them.
Share Web-Based Versions of Your Emails
Another great way that you can use email and social media together is by sharing your newsletters on your social channels. This way, more people who might not be on your subscriber list will learn about your newsletters or emails and, it is hoped, start receiving them.
You can click on “View this email in your browser” or similar link and, from there, you can share the link on your social channels.
While you can definitely go about integrating your social media channels and your email marketing together on your own, there are also tools out there that can help you do this. Springbot is one such tool that can help integrate the two.
Springbot is an eCommerce marketing platform that works to bring all of your marketing tools—like email and social—together. Springbot can integrate with MailChimp and Constant Contact so that you can easily send segmented personalized emails. You can also send automated triggered emails for multiple reasons—welcome emails, birthday emails, abandoned cart emails, etc.
Springbot can also integrate with social channels to help you grow your social platforms. Springbot can help you turn your Instagram account into a social storefront by creating landing pages that you can add to your profile bio. Springbot can also integrate with Twitter to help you track revenue from the platform. You can also integrate Springbot with Facebook, Pinterest, and Hootsuite to help you track your published content.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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