Digital Marketing Insights

Leveraging the Combined Strength of Social Media and Email Marketing

Kara Trivunovic recently talked about the importance of the convergence of email marketing and social media and how both marketing channels are complementary.

Interviewed by Mike McDonald of WebProNews at the Online Marketing Summit 2010, she said that several aspects of social media and email have the potential to come into play together and allow businesses to expand the reach of their existing offers.

When combined, email marketing and social media allow marketeers to expand their customer base in a way that was not possible through email only. In particular, leveraging both channels can be an effective tool for gaining new subscribers.

When Mike highlighted a statistic that was presented at the event, stating that 50% of all content is still shared via email, Kara replied that about 86% of people in StrongView client programs choose to share via email, the rest via Twitter and Facebook.

Sharing and sharing tools key when integrating social media and email marketing.

Kara further explained how StrongView enables businesses to improve their email marketing campaign performance by combining the proven ROI of email with the power of social media to reach new audiences.

Today, businesses need to create integrated campaigns to leverage the natural synergies of these two channels to boost customer acquisition, retention and loyalty while generating more revenue.

According to Kara, there are three ways to integrate email marketing and social media:

1. Share with your network:

To engage evangelizers to share content, email is a great channel. But also provide other options to share including social media sharing tools.

2. Leverage as a medium to incentivize current customer base
Use social media and email marketing to drive additional subscribers, and to create awareness about your programs.

3. Acquire customers through referrals and shared content
Email is important since it still is the main channel to enable people to share information through emails, of which at least 90% can be converted. Emails do enjoy higher conversion rates.

Finally, Kara explained how StrongView has embraced the integration of social media marketing and email marketing to make this integration work for StrongView customers and businesses, seeking to leverage the power of both social and email.

From a technology viewpoint, StrongView offers a referral marketing platform StrongView Influencer, a social media management application called Social Direct and a social sharing tool called Social Notes.

Customers of StrongView’s email marketing solutions can use these tools as part of the platform while our email and social media marketing strategists (led by Kara) help you get the most out of the integration.

To learn how to effectively integrate social media into your email marketing campaigns, please download the “Email in the Age of Social Media” white paper.

You can watch the full interview below.

Posted by: Kristin Hersant at 12:39 PM
Categories: social notes, social media, social direct, online marketing summit 2010, new customer acquisition, email marketing, Kara Trivunovic, socialized email marketing, strongmail influencer, webpronews

Why? Because I Said So.

As my first post on the Email Marketing Insight blog, I thought I would give you some background on me.

When I tell one of my three children to hold the railing when coming down the stairs or not to touch the hot oven, they are taking advantage of my years of experience negating minor burns and abrasions.

In my non-mommy role, there is hardly a day that goes by that I’m not explaining to a colleague, prospect or client the “why” of the methodology behind an email strategy or the technology that drives it. The moniker of “email expert” didn’t come without years of research, hundreds of hours of coding experience, industry conferences and countless debates on best practices with fellow email cronies. Did I also mention that I’m a very humble person? (smile) Title aside, I’ve earned my email chops and in the end, what’s in my head can help you. All you need to do is take notes and be ready for answers that you might not want to hear.

As email marketers, we are all at different stages of our career and the sophistication level of the marketer on the other end of the line often correlates with the amount of information that is digested and eventually incorporated. My role is more about taking a concept and serving it up in a way that is understandable from the tech folks to those looking at the bottom line. With the tug and pull of getting the most of your email program in the shortest amount of time, those little nuggets of goodness might get lost. Sure, search long enough and you can eventually find someone who will tell you what you want to hear; however, good things don’t come easy. Engaging with an email expert and giving them your ear can definitely make things easier.

I liken my role in the email world as more of an email doctor. I can help fix problems but also provide a bit of insight on the best plan to keep your email programs healthy and fit, as well as ideas on how to grow big and strong. So I might say “because I said so,” but know that I’ve got your best interests at heart. If you have got the time to listen, I’ll gladly explain why.

Posted by: Kara Trivunovic at 12:15 PM
Categories: Kara Trivunovic, best practices, email marketing, strategic services