Target marketing can be made all the more targeted if you combine your social media and email marketing for the perfect promotion mix.

1. EMAIL AND SOCIAL MEDIA:
CELEBRATE THE PERFECT MARRIAGE
THIS VALENTINE’S DAY.
Target marketing can be made all the more targeted if you combine your
social media and email marketing for the perfect promotion mix.

2. They say that opposites attract. When it
comes to email and social media, ne’er a truer
word was spoken. The old stalwart of digital
communication, combined with the rising star
of the B2B marketing world, creates a potent
marriage of reliable, easily-analysed, targeted
messaging, with the cutting edge of selfpropagating, limitless-reach mass interaction.
Maximising the marriage of
these two potent forces will
help you to create a powerful
promotion mix that will reach
out to your customers –
wherever they are.
www.marketscan.co.uk

3. IT MAY INCREASE YOUR WORKLOAD,
BUT IT WILL BE WORTH IT.
With the proliferation of social and multimedia platforms, marketers are working harder than ever. According
to a 2013 survey of senior UK B2B digital marketers:
7 “Keeping up with technology is even more of a
4%:
challenge than it was three years ago.”
73%:
“Being a marketer has become more challenging
in the last three years.”
65%:
“Responsible for marketing to a wider range of
territories than three years ago.”
The spread of social media into target marketing has a lot to answer for.
www.marketscan.co.uk

4. EMAIL MARKETING IS NOT DEAD.
However, in a bid to accommodate the rise of social media, don’t be tempted to shirk on your email
marketing. According to Adestra’s 2013 Email Marketing Industry Census:
66% of in-house
marketers rated email as
having an ‘excellent’ or
‘good’ ROI, second only
to SEO (75%).
www.marketscan.co.uk
55% of companies said
they generated more
than 10% of their sales
from email marketing
alone.
The measurability of
email’s effectiveness
was a primary reason for
its ongoing appeal.

5. Equally, social media is
now a target marketing
force to be reckoned with…
38%
of companies said
that social media
and engagement
was a top marketing
priority in 2013.
www.marketscan.co.uk

6. WHO’S DOING WHAT?
A 2012 survey by The Chartered Institute of Marketing found that respondents considered the
following platforms core to their business marketing activity:
79%
Twitter
www.marketscan.co.uk
69%
Facebook
6
Li

7. WHO’S DOING WHAT?
A 2012 survey by The Chartered Institute of Marketing found that respondents considered the
following platforms core to their business marketing activity:
66%
Linkedin
www.marketscan.co.uk
60%
YouTube

8. WHO’S DOING WHAT?
A 2012 survey by The Chartered Institute of Marketing found that respondents considered the
following platforms core to their business marketing activity:
53%
Blogs
www.marketscan.co.uk
25%
Proprietary
online
community

9. WHO’S DOING WHAT?
A 2012 survey by The Chartered Institute of Marketing found that respondents considered the
following platforms core to their business marketing activity:
%
ry
22%
Google+
ty
www.marketscan.co.uk
SHOCKING:
Despite its popularity, only
9% of businesses in 2013
said that social media was
well integrated into their
email activity.

10. THE ADVANTAGES OF
INTEGRATING SOCIAL MEDIA
INTO YOUR EMAIL MARKETING:
Create multiple
platforms through
which to connect
with your audience
and have an effective
promotion mix.
Allow you to expand
the reach of your
emails.
Provide you with key
opportunities to grow
email data lists.
Offers email
subscribers more
options to connect
with you, and each
other.
Organic shares and
recommends from
social media can be
used to draw new
customers to your
brand in a way that
email alone cannot.
Enable you to build
up an army of brand
influencers and
ambassadors.
www.marketscan.co.uk

11. SO FOR THE MARRIAGE VOWS...
I, Marketing Emails, do take you, Social Media, as my lawful wedded spouse. I vow to:
Include social media icons in all my email communication.
Incentivise readers to share email content through social media platforms.
Include ‘Tweet this’ prompts in emails to promote content.
Promote social media platforms through dedicated emails to my data lists.
Create compelling multi-media content that my audience will want to
share via social media.
Customise emails to a user’s preferred social platform.
Use material which has been posted by brand ambassadors on social
media sites as a source for future email content.
www.marketscan.co.uk

12. SO FOR THE MARRIAGE VOWS...
I, Social Media, do take you, Marketing Emails, as my lawful wedded spouse. I vow to:
Promote email content and sign-up via social networking sites.
Use social media competitions, promotions and sweepstakes to grow and
refine email data lists.
Share web-based versions of email content to ensure a wider reach.
Analyse customers’ social media preferences to influence and target
future email messaging.
Include email / newsletter / blog opt-in forms on social media platforms.
Use social media initiatives to try out new content and ideas, and add
the most successful to future email programmes.
www.marketscan.co.uk

13. CONCLUSION:
Widespread use of social media has undoubtedly increased marketing workloads, but failure to integrate
social media into your email strategy risks diluting the impact of both media.
TO DO LIST:
Include social media
icons in emails as a
matter of course.
www.marketscan.co.uk
Incentivise sharing
of email content on
social media sites
to increase organic
growth of your data
lists and fan base.
Create compelling
multi-media email
content that can be
easily shared via
social media.
Use social media
as a means to
drive traffic to your
email content and
encourage sign-up to
your database.

14. DOWNLOAD OUR FREE
EGUIDE TO GET YOUR
MESSAGING RIGHT:
THE MARKETING
EXECUTIVE’S GUIDE:
GETTING YOUR
MESSAGING RIGHT
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www.marketscan.co.uk