Social <3 E-mail - 6 tips for a great collaboration

Daniëlle Groeneveld
In the ideal world, all of your online marketing channels align perfectly together. But in the real world, this still seems to be difficult. Although, two online marketing channels are a match made in heaven: social media and email marketing. In this blog we will give you tips on how to get the most out of the collaboration between these two.

#1 Use social media to grow your email database

Social media offer a great platform to gather more email addresses. An example of this is a Facebook lead ad, where you ask people to leave their address in order to receive the newsletter. This is a fairly ‘soft’ call-to-action – you don’t ask them to make a purchase directly – so a great move in the first phase of the customer journey. An incentive (such as a temporary discount for 3 days) creates a certain urgency to complete the purchase.

#2 Promotion of social media in email

We all know the social media icons in the footer of an email. But do you really want to promote your new Pinterest of Instagram feed, then think about a specific email for this topic. Sony made a nice email marketing example on how to do this.

#3 Promotion of email on social media

Let social users know when you are going to send out the emails. Send out a reminder on your social channels, a day before the newsletter is going out. Inform people that if they don’t want to miss this interesting content, that they still have time to sign up. Add a link to the sign-up form in the message and then it’s time to let that email list grow!

#4 Target your email lists on social media

There are several reasons why you would want to target your email list with social advertisements. For example to repeat the message (that they might have missed in their inbox), to reactivate users who have not opened your email in a long time, or to stimulate existing clients to make repeat purchases.

Your existing email lists are also the ideal basis for look-a-like-audiences, to find similar groups who are interesting to target.

Pay attention! With the new GDPR law, the placement of cookies for retargeting via Facebook is not allowed anymore without permission. In order to use this, you have to ask for explicit permission and give a detailed explanation about the specific cookies. Also, your privacy statement should contain information about how data is being gathered and why (making interest profiles for advertising) and that this data will be shared with third parties.

#5 Test ideas on social media and ‘recycle’ them for email

Social media are an excellent way to test various kinds of content. And the good news, you can then recycle this content for email marketing! Did for example one of your Pinterest pins cause a high peek in traffic to your website? Or did you Instagram picture show lots of interaction? Of course, this also works the other way around.

#6 From unsubscriber to social follow

When someone unsubscribes from your emails, then always give them the chance to still follow you on social media. Maybe they do not want to receive your promotional emails anymore, but they still want to stay up to date on other channels.

Do you want to know more about the possibilities of social media and email marketing? Then contact one of our specialists. We are happy to help you out!