Effective email marketing can seem like the Holy Grail. You’ve also heard that email lists and a social presence are equally important. Rarely do you hear the 2 marketing concepts in the same discussion. As with any marketing effort the more paths you can combine, the quicker you reach your destination. Let’s explore how social media can give your newsletter content a boost and make your email campaigns effective.
Social Media = Community
While the Internet has brought the world’s inhabitants together, it has also become a larger version of a city, with specialized “neighborhoods” that draw a certain type of individual. These neighborhoods are the social media platforms. You’ll find that those who are most active on Facebook may rarely visit Twitter and those on Pinterest may avoid LinkedIn. Yes, the platforms overlap in places, but each one draws a different type of user. Each user type also requires different marketing efforts because what appeals to one group won’t appeal to another. After all, nobody buys tennis balls on a golf course.
Enter the Email List
You probably have one master email list. If you’re sending the same message to everyone on your list, you’re not getting the best possible result from your mailings. It’s a reasonable expectation that everyone who signs up for your list is interested in everything you have to offer. But this may not be true. You aren’t taking into account the approach that works best for each person on your list. You need to segment your master list in a way that you know what your receiver responds to.
Who Are You Talking To?
You have subscription forms on your website and social media so segment your list accordingly. This will give you an idea of what type of conversation to have with your readers.
Your subscribers from the website will be more familiar with you – they’ve already been to your site. Your subscribers from social media will need to be pushed to your website to become more familiar with your brand message, products, and services.
Don’t already have this information? If you use MailChimp, they make it easy to find this information. Use Social Profiles to see what social network each of your subscribers is on. It will also give you the age, gender and influence rating (open rate) of your subscribers.
Now that you have an idea of each target group and the social network they prefer. Use the knowledge of the social network demographics and how each network handles images and text to write your emails.
Talk directly to your audience. Females, from 25-34 have a different set of challenges and concerns than males, from 55+. By speaking directly to your readers concerns you can focus your marketing message and hopefully push your readers further into the sales funnel.
Women with children make up the highest number of Pinterest users. These ladies don’t have much time to read a long email, so keep it short and to the point. Send an email that illustrates how one can save time or money with your brand or product. A coupon or discount will go a long way with these social network users. Learn how to use Pinterest to get more email subscribers here.
LinkedIn users are more likely to be business professionals. Sending a polished email that shows how a person can benefit either financially or in their career will garner a greater response from them. Get more subscribers from LinkedIn and Twitter, learn how here.
The Instagram users are younger. They’re more interested in things that can enhance their appeal to their social circle. They’re visually-oriented and like short, sweet to the point information. Knowing this helps you re-design your message to appeal to this viewpoint. Make sure an image is the main focus of your email content. Because this is a younger audience, you may want to include a coupon or discount as they won’t have as much disposable income.
Facebook demographics are very similar to Twitters. And just about everyone has a Facebook account. It’s easy to use Facebook to build your email list.
Initially, it may be time-consuming to segment your list by social network. (MailChimp makes it easy with Social Profiles. But there is a cost to use them. You have to have a paid MailChimp account and you’ll pay 1% of your monthly cost for social profiles.) But once it’s set up it just has to be maintained. In the end, you’ll see more positive response to your email campaigns. Which will translate into greater sales and a greater connection with your customers.