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How Can I Combine Email With Social?
Susan Marshall, ExactTarget Inc. / BtoB / September 12, 2013
Email continues to be the workhorse of digital marketing, and savvy marketers are integrating social media and email to improve the overall performance of their campaigns. Here are some easy strategies that marketers can implement to grow email subscriber lists, improve email campaign relevancy and build new audiences:
• Grow your email subscriber list. Create a new Facebook tab where users can sign up to receive your email campaigns. You won’t see a hockey-stick growth curve on day one, but this is a super easy, cost-effective way to increase email subscriptions and improve results in the email campaigns you’re already managing.
A more effective approach with your new Facebook tab is to sweeten the deal by offering a coupon code, free shipping or another low-cost incentive to reward subscribers for giving you their email addresses. Even better is to offer a sweepstakes. “Enter to win” campaigns are the source of major successes for our customers. When managed in the right way, you can drive your leads to your Facebook tab, give them an incentive to sign up for your promotion, collect data directly into your email account and trigger a confirmation email in real time.
• Use social media for targeting, relevancy. Social data can provide a wealth of information to help you target influencers and improve the overall relevancy and performance of campaigns. For example, Clayton Homes, a national home builder, attracted more than 30,000 prospective home buyers in six weeks with a giveaway campaign using both Facebook and email.