Integrating Email into Your Social Media Strategy

By on July 19, 2011

Email – the very first form of social media, is still valuable if you know how to integrate it into your overall social media strategy. The trouble most businesses deal with, is that they tend to treat email as they always have – like a second rate form of communication. But marketers know that emails build lists, repeat customers and help to form long lasting relationships with your fans and clients.

What do you think of emails you get from businesses? Spammy, repetitive nonsense, filled with sales pitches – right? Now you need to learn how to socialize your email campaigns, to work in conjunction with your social media sites, for maximum impact!

The Key Ingredients

Your social media strategy can benefit from a well thought-out email campaign. The trick is not to think of them as two separate entities, but as one – feeding off each other, and working harmoniously together for a singular purpose. Emails no longer have to be text only, spammy, boring to read, worse to get rid of, pieces of content.

In fact, because email has such a bad name, you’ll have to work a bit harder to ‘socialize’ it. This means making it attractive, friendly, interactive and sharable – like Facebook updates, blog or twitter posts. Emails offer your social fans an opportunity to get even more intimate with your business.

Newsletters, special offers, exclusive competitions, content and incentives – these can all be syndicated to your email list. The larger that list grows the more people you’ll have in constant contact with your company.

Developing Emails Based on Social Themes

Marketing laden emails are a thing of the past. These days, socialized email campaigns are included in social media themes. If a company is focusing on one subject for a week, they might release an e-course about it, or a series of informational emails. These will contribute to the social strategy – as the theme is discussed over Facebook, Twitter, the blog, LinkedIn and on Youtube.

You’ll be able to promote your products and services while giving your fans valuable content via email. This means you’ll sell more, as your client base is being approached in a non-threatening, non-spammy manner.

Emails and Social Sharing

Emails that are socialized often contain links to your main social media sites. Once a reader has consumed your content – they can then choose to connect with you on your social media pages, to discuss or debate what they’ve just read. You can also include a ‘share’ button (or share with your network), that will forward the email to any number of friends the reader chooses.

Great emails can go viral – spreading around the internet at lightning fast speeds via good old email. This means greater brand visibility, more exposure and a larger community. Because your emails work in conjunction with your social strategy, you can use social analytics to help improve your campaigns.

There are a number of things you can do to cross promote your subscriber list. Pop an opt-in form on your Facebook page, on your blog – and promote it on Twitter, Youtube and Linkedin. Remember to keep that email campaign as vibrant and varied as your social strategy!

How do you use emails to complement your social strategy? Please tell us your story below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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