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SOCIAL MEDIA ISN’T MAKING EMAIL MARKETING OBSOLETE, IT’S WORKING IN COHORTS

Grace MacDougall
Senior Associate
  Back To All

Are you still a part of the old school thought that social media is making email marketing obsolete? Well, it’s time to wake up and check your inbox.

A fearful fact for the old school thinkers: 68 percent of consumers find email to be their #1 preferred channel for receiving commercial messages (CG Selections "National Email Onderzoek). An even scarier stat is that email conversion rates are three times higher than social media, with a 17 percent higher value in conversion (Mckinsey).

So, how do you make the most of both of these tactics? In order to make social media an extension of your brand, you must integrate your social efforts into your emails. 

Integrating a social media campaign into your email is a way to keep your brand messaging cohesive and to get more people interacting with your brand online. One way to do this is to use the campaign’s hashtag as a call to action, a general theme or mentioned in the body of your email. You might even go so far as to use a hashtag in the subject line of your email blast. This grabs email users attention, especially if they follow your online profiles. If they don’t follow your profiles, they’ll become aware of the campaign.

Another simple way to connect your social profiles is to add icons to the top or bottom of an email. Link the icons relevant to your company including Twitter, Instagram, LinkedIn, Pinterest and Facebook. Making it as easy as possible for users to be involved with your brand is key to reaching an even larger audience and increasing your ROI.

How are you integrating social media into your email marketing campaigns? Tweet us your tips @deveneynola, using the #DEVchat hashtag.

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