Email shines as a permission-based communication channel anchored by a database that captures and uses personally identifiable information. The social channels leverage built-in tools and functionality to motivate and accelerate sharing behaviors. If you can connect the two strategies you will have a potent combo that reaches a brand-aware and brand-positive audience with highly relevant, personal messaging and then gives them the tools to share their enthusiasm along with your news and offers.
For the connection to work best, you need to work it in both directions in a truly coordinated fashion. Your email program should be planned, optimized, and tracked for the standard email metrics plus new measures that illustrate your success in motivating sharing, likes, and other engagement indicators. Similarly, your social programs should be planned and implemented with your email results in mind. And ideally, all your programs would be reviewed and reported in a common dashboard so that you can record and analyze the cross-channel impacts of all of your efforts.
This cross-channel integration is centered in data and more specifically in your email database. Your email database however is not just the repository for all that information; it's also an action arm that allows you to take advantage of the social data you have collected and the behaviors you have observed and noted.
Here are some ways to best leverage your email and social channels together:
Social communities have some unique characteristics that you want to respect and employ in building your cross-channel database and marketing plan. Curating and sharing content are the chief activities in social and you want to support these populations with the right tools while giving them a reason and a roadmap to join your email list.
Part 2 of this exploration of leveraging the email-social connection will explore some specific tips for each of the major social properties.
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.