Email marketing coupled with social media can be a recipe for success
Social media most effective as part of other marketing ploys
Companies using email marketing as part of a managed emarketing strategy should incorporate a social media aspect into their marketing emails.
Greg Brown, chief revenue officer at Extole, said in an article for BtoB Magazine that social media was a powerful tool for marketers and it should be merged into existing marketing tools such as email.
He also indicated that emails could be more effective if they were to include personal URL links (PURLs) as social platforms could help to increase business lists as well as attract new clients.
Mr Brown wrote: “By incorporating PURLs into referral campaigns, you are enabling your customers to instantly share them on Facebook, vastly increasing the exposure as compared to one-to-one email.”
Customer satisfaction measurement firm ForeSee recently conducted research which found that despite only 1 per cent of website visitors coming from a social media URL, 18 per cent of visitors reported to being influenced by social media before visiting a website.
Social platforms were also highlighted in the article as catalysts to increase email databases. Mr Brown pointed to YouBeauty who improved their email assets by designing a Facebook sweepstakes that asked entrants to provide email addresses and opt in to receive its email newsletter. The campaign landed 13,000 new email addresses of which 10,000 opted to receive their newsletter.
Social surveys are also popular in building an email database. For example, a leading cosmetics firm used a Facebook survey to help gain 10,000 new email addresses.
Mr Brown added: “Integrating social amplifies the impact of any email marketing campaign; and those marketers taking a creative and engaging approach to social – with an intent to build on their powerful email marketing assets – will be the ones who pull ahead of the social pack.”
Extole is a leading provider of social engagement applications.
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