Digital Marketing Insights
May 10, 2010 | Kristin Hersant
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.