The social side of email marketing
When people think about email marketing, they often feel that it can’t mix with other forms of digital marketing; that email marketing is a standalone method. Whilst email marketing is the most efficient form of marketing to generate leads, engagement and dedicated reach potential, social media marketing can support an email marketing campaign. Some campaigns that I have come across since starting at NewZapp have just focused on website traffic, but there are other ways to turn a click into a return on your investment.
NewZapp has a few features which can help to boost traffic to your social media sites, as well as to your website, generate new sign ups through social media sign up forms or improving your reach by social sharing. We currently support, LinkedIn (share + follow), Google+ (share + follow), Facebook (share + follow) and Twitter (tweet + follow). We do not support Instagram or Pinterest as these are image based social media applications and as an email campaign is usually interactive (aka calls to action), these platforms are for static images. If you haven’t got a company page on social media you can easily set one up for free (Twitter, Facebook, LinkedIn, Google+).
Social blocks are included within the Drag and Drop editor; these are free and included in all accounts. They contain small or large buttons which can be dragged into an image block. These buttons are ones we have made, but there is nothing stopping you from creating your own button for social sharing. The two types of social buttons (share/tweet + follow) are different in two ways; the share, encourages your subscribers to share the campaign on their social media pages. This means that you would not include this button if you have private content in the campaign. The social share can generate new leads through interaction such as placing a contact us button in the campaign; these leads/non subscriber interactions would not show under your NewZapp Track tab as due to data protection we cannot display non opt-in subscribers data.
The social follow is linked to your social media account (instructions on how to set up a business page/account are above), this encourages your subscribers to follow you on other medias for updates or offers. Discussing how social media can generate leads and grow your methods of marketing is another story but you might want to do some further research.
You may want to use a circle button instead of a rectangle or you may wish to use a plain text hyperlink for the social side of email marketing; its completely up to you! We have produced a help guide which will talk you through using the social blocks in your campaigns. We also have produced a handy video to walk you through social blocks on our drag and drop editor.
NewZapp Social Track
The NewZapp Track tab has many wonderful goodies within it; for Enterprise package customers, we have included the social media reach tab. This tab gives you further insight into which of your subscribers are sharing your campaigns, the clicks, how many additional opens have been as a result of sharing the campaign (using the social share button). This is the place where you can see if your campaign has gone what the kids call ‘viral’.
As you can see from this image, we had 5 Tweets (shares) of our campaign which resulted in 150 opens of the link (click throughs) for our campaign which equated to a 3000% open rate! Although the amount of shares/Tweets could seem low, the impressions across these platforms will build brand awareness and could create a lead/new subscriber.
Organic subscriber sign ups
Once you have got your social media page up and running and your social media blocks in your campaign you can start to accumulate organic subscribers from Facebook, Google+, Twitter and LinkedIn. Due to the way that these platforms work, NewZapp can only feed in via the A.P.I for Facebook; the other platforms you would provide a subscriber sign up form through a website link on your own website (WordPress CMS or HTML/CSS website). Earlier I mentioned including the social share buttons to encourage your subscribers to share the campaign across their social platforms? Including a sign up form on Facebook and a link to the sign up form for your website on the others will let those who have seen your campaign sign up with you. This will encourage your database to become organic and include engaged subscribers.
(N.B Organic subscribers are those who come to you)
Whilst email marketing is the best method for reach, engagement and conversions; social media marketing can support it (not substitute it); with the digital world growing and improving year upon year, introducing social blocks in your campaign can give you another way to reach those who wouldn’t usually engage with you.
Email Marketing Executive at NewZapp