Four Lessons in Integrating Email Marketing and Social Media

Social media marketing and email marketing may seem a little redundant in the brave new world of mobile marketing and other emerging technologies. However, they are still a powerful part of any business' marketing arsenal. Think of them as the Neil and Tim Finn of the online marketing world. They just go together really well. Here are some key ways to seamlessly integrate your social media and email marketing efforts, then watch as new customers come within your reach.

Lesson1. Email Marketing Is Not the Daggy Jumper You Should Throw Away
Email marketing has somehow earned the reputation in online marketing circles as being akin to a hand-knitted jumper with a dog motif. But ask yourself, how many times have you checked email today or this week? According to email marketing research by Econsultancy/Adestra in 2013, 66% of marketers said that email delivers on ROI, with 8% of businesses achieving half of their sales or more, through this channel. That's a pretty good reason to continue with email marketing.

Lesson2. Including Social Icons in Email Makes People Click on Them
Not everybody will blindly click on a social media icon that's included in an email. However give people a compelling reason to do so, and they will. Don't leave these icons on the bottom of the email like an afterthought; instead be obvious with the icons. Ask people to subscribe, share, connect and tweet about it. If you create a compelling and informative email newsletter, that tells people something that they didn't already know – why wouldn't they share it?
Lesson 3: Provide an Incentive for Connecting and Subscribing
Give people a couple of reasons to stalk your business online. These include:

• Content: Interesting and constantly refreshed content that they will enjoy reading and find educational.
• Discount offers or incentives: That is mutually beneficial to both of you.

One example of an incentive is a' the more you like, the more you save' discount scheme for your products or services. In some instances the reward may not be monetary, it may simply be advice or the opportunity to become involved in the company in a meaningful way.

Lesson 4: Have an Opt In Button on Social Media
Make it easy for social media users to hit subscribe on Twitter and Facebook. Embed a sign up form on your Facebook and Twitter page, to make it a one click experience for the user.

Leverage these four lessons for integrating both social media and email marketing, and you will have mastered a valuable skill for cross-promoting your products or services. Good Luck!