Social media and email marketing are commonly used together by marketers. Social media can be used to educate customers, promote brands, sell products, generate and nurture leads, engage customers through customer service and competitive intelligence, and help with public relations and networking. Similarly, email marketing is used to educate, promote brands, sell, generate leads, engage customers through customer service and competitive intelligence, and help with public relations and growing email lists. When used together effectively, social media and email can complement each other by driving traffic between channels to boost engagement, promotions, and growth of email lists and social media followers.

1. Social Media + Email
Marketing

2. Why Do Marketers use Social Media?
• Educate
• Promote Brand
• Sell
• Generate and nurture leads
• Engage
• Customer Service
• Competitive Intelligence
• Public Relations
• Network
• Email List Growth
• Monitor Brand

3. Why Do Marketers use Email Marketing?
• Educate
• Promote Brand
• Sell
• Generate and nurture leads
• Engage
•
•
•
•
Customer Service
Competitive Intelligence
Public Relations
Email List Growth

4. Email Marketing Campaigns
Benefits of Email Marketing
– Cheap
– Measurable ROI
– Direct Marketing, customizable, 1:1
conversation
– Dynamic - relatively easy to change, create,
and quick to customer
4

5. Email Marketing Campaigns
Challenges of Email Marketing
• Cheap - Everyone can afford to do it, which set up
unique challenges for differentiation
• Hard to find experienced talent – although this is
getting to be less of a challenge as email has
become a more mainstream medium.
• Executive buy in – overcome stigma of “SPAM”
• Attribution – credit can go to other channels
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6. Types of Email Marketing
Messages
Promotional
6

7. Types of Email Marketing
Messages
CRM
• Product suggestions
• Customer Satisfaction
Surveys
• Event Reminder
7

8. Email Marketing Campaigns
Newsletters
8

9. Email Marketing Campaigns
Transactional
• Purchase
Confirmation
• Opt-in Confirmation
• Password Retrieval
9

10. Components of an Email Program
• Target Audience
• Creative
• Lifecycle Management
• Deployment
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11. Considerations
• Message & Voice
• Value of email to the recipient – Custom Centric
medium
• How does the Email Program fit into overall
marketing plan and with other channels?
• Competitive Intelligence - How are your
competitors using email to reach their marketing
goals?
• Resources
• Marketing Objectives
11

12. Email is the Original Social Media
• A way to broadcast a message to the
masses
• In its purest form, a two way
communication medium
• More flexibility with content than other
channels
• Ability to use data to segment and target
content

13. Email and Social have a Symbiotic
Relationship
• Email can be used to grow social media
following
• Social Media can be used to grow email
list
• Email can be used to announce an event,
contest or interaction happening on social
media
• Social media can be used to amplify the
message of an email marketing campaign

14. Email and Social Channels
are different
• Different messages
• Different formats
• Different objectives (albeit generally the
same goal)
• Different subscribers.

15. Social Relies on Email….

16. Notifications of Activity as a Driver
of Engagement on Social

17. Encourage „following‟ on social
networks

20. Email Relies on Social too…

21. Use social networks to grow lists

22. Drive Traffic to specific content
on Social Networks

23. Social & Email work together to
promote content

24. March Mania: Email

25. March Mania: Facebook

26. March Mania: Facebook

27. March Mania –Twitter

28. How to Make Social and Email
Work Together
• Integrated strategy
• Email and Social Media Manager sit next
to each other
• Invest in both, and be aware of the
strengths and roles of each
• Reuse creative assets when possible
• Measure response separately and
together to account for attribution and
bullhorn effect.