Why You Should Mix Social and Email Strategies Together
The rise of social media has given you even more options to consider when creating outreach strategies. But while social networks have had a huge impact on growth, it’s important that you don’t ignore the more traditional marketing practices.
Instead of choosing one or the other, a more effective method is to combine tools like email marketing with newer practices. Social promotion through email could have a big impact on the success of those channels.
Since 2010, the number of brands using email subject lines to encourage customers to like or follow has grown about 70 percent for both Facebook and Twitter. Sixty percent of brands that included “Facebook” in the subject line averaged a 27 percent increase in traffic to their website from Facebook the following week. Additionally, the unique opening rates for Twitter “Follow Us” mailings are 9.5 percent higher than other emails.
Currently, 97 percent of businesses include their Facebook Pages in emails. Not far behind are Twitter profiles with 91 percent, YouTube Channels with 45 percent, and Pinterest boards with 32 percent.
If you’re still on the fence about Pinterest, this might help: emails promoting the service generate open rates 11 percent higher than other emails, and unique click rates are almost 25 percent higher.
While social platforms have made it easier to interact with customers, studies have shown that email still converts better than either search or social. It’s worth considering how you can mix the two moving forward.