Integrating Email Marketing And Social Media


By Mark Schmulen, General Manager of Social Media at Constant Contact

To successfully blend your email marketing and social media efforts, you need to do more than just link to your Facebook Page or Twitter feed from your newsletter. Yes, you want your customers and members to Like your Page and follow you on Twitter, but you also need to inspire them to have conversations with you and fellow customers on Twitter, to share their stories and opinions on your Facebook Page, and to share your content with their own social circle.

Email lights the fire, social media fans it

If you want your...

Advertisement subscribers to engage, you need to use your newsletter content to start a dialog and then ask people to comment and share their experiences on Facebook and Twitter. There, you can continue and grow the conversation. In other words, you light the fire in your email and fan the flames to full intensity with social media.

TeamBuy, a Canadian version of Groupon, provides a real-life example of how to get that fire lit in your newsletter and get it burning on social media. TeamBuy uses strong social media calls to action in its emails to members. Those who sign up for the company's email list get first crack at the deal of the day and are encouraged to share it socially with friends and family. Those who find out about a deal from a friend via social media are then encouraged to sign up for TeamBuy's list so they, too, can get an early look at the next offerings.

Close the acquisition loop

The beauty of social media is that a lot of the conversation and activity happens out in the open. So, as customers and members interact with you on Facebook and Twitter, their friends and followers will... continued on page two >


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