Less than 40 percent of small businesses integrate email with social media according to a study by email marketing company AWeber. Too often businesses believe email campaigns compete with social media instead of complimenting their Facebook, Twitter, LinkedIn and Foursquare efforts.
Start small if you have to – the AWeber study found the two most common email integration tactics were tweeting email newsletters and distributing blog entries by email. It will be up to savvy marketers to lead businesses past elementary integration toward more sophisticated techniques for email/social media integration. We expect to see more businesses utilize email in the future to:
- Launch viral marketing campaigns/referral programs
- Include user-generated content
- Invite recipients to join social media with ‘follow us’ links
- Incorporate content sharing options
As marketers are looking to increase response rates and generate leads, the first more advanced technique to incorporate will be content sharing options. According to a study by email marketing company GetResponse, by including a social sharing option in email, clients’ average click-through rates increased at least seven percent. Interestingly, in the emails analyzed in the GetResponse study concluded companies were focused on Facebook and Twitter, almost to the exclusion of all other services.
If you have seen success integrating email and social media, let us know your success stories and if you expect to see more businesses integrating them. Connect with Weise Communications on Facebook for future updates.