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Benefits of Integrating Your Email and Social Media Strategies

BETTER TOGETHER Integrating Your Email and Social Media Audiences 2015 SPENDING CHANGE BY CHANNEL Reducing spend in 2015 Increasing U spend in 2015 Email Marketing 4.3% 60.7% Social Media 48.9% 5.1% Mobile Marketing 1.3% 40.2% Search (SEO/PPC) 5,9% 38.3% Online display 8% advertising 374% Source: Marketing Charts survey of 377 global business leaders IN REAL TERMS. here's what this increase in spending is projected to look like. +$3.9 Billion +31.5% +$2.3 Billion over 2014 +9.7% over 2014 @SOCIAL MEDIA EMAIL GROWING YOUR EMAIL LIST THROUGH SOCIAL MEDA 7 What exactly is a social share worth? $12.41 Email per email Google 8* $5.62 Plus per share Only 56% of marketers integrate social with their email marketing program. Facebook per share $3.46 Other Networks per share YE$1.03 However 65% of the top 20% B2B marketers in social media lead Twitter per tweet generation integrate their email programs with social media, comapred to the industry average of 51%. Pinterest P 676 per pin | Click-Through Rate for Messages Shared on Specific Social Networks f 6.20% Facebook Y 6.20% Twitter Email reaches its intended recipient 90% of the time, while Facebook in 07.90% posts only reach about 2%. LinkedIn A: As you drive social traffic towards subscription, make sure your email subscribe pages are optimized for mobile. 45% of all email opens in 2014 were on mobile, increasing to 68% for Gmail and Yahoo! accounts. Google 8* 5.30% Plus 05.00% TIP: Pinterest P E-mail newsletters can be a great venue for long-form content, unlike social channels. Use social channels to preview long-form content and drive users towards subscription. CASE STUDY: INTEGRATION DONE RIGHT The KFC Double Down KFC pre-announced the launch of their Double Down sandwich with an e-mail to their subscribers, encouraging them to share the e-mail. The e-mail was shared more than 12,000 times on Twitter and Facebook alone in just 24 hours. KFC implemented an e-mail sign up widget on their Facebook page, with opt-ins for email subscriptions during the campaign rising 30%. Use of the Facebook page has remained steady in the years since, with Facebook driving 3% of all email signups. GROWING YOUR SOCIAL MEDIA AUDIENCES THROUGH EMAIL 7 Which Social Sources Drive Website Traffic? Clicks Per Share Social media isn't just for the top of the funnel - it's also a valuable loyalty marketing channel. 78% of an average brand's Facebook fans are 1.10 Facebook per share 97 Twitter per tweet existing customers. .87 Pinterest per pin TIp: 1.68 Emailing your subscribers about discounts and giveaways can drive up your Facebook fan base. One Study found that the top three reasons for Liking a page are: Linkedin in per share 31 Email per email (49% 41%, Google 8* Plus per share "To support a brand I like" "To get a coupon or discount" "To receive regular updates from brands I like" HOWEVER. The same study warned: "These tactics are often blindly targeted to brand-promiscuous deal hunters, resulting in a lower-quality, fickle fan membership." Why adds social sharing to your emails? Average Number of Shares per 100 Emails Opened Facebook HubSpot reported "a significant spike in tweets about the offer the email was promoting" after including a 'click to Tweet' box in an email campaign. Twitter V42 0.2 ( חi Linkedin If you are using a welcome series for new email subscribers, dedicate one of your emails to promoting your key social media channels, explaining the distinct value that each channel offers. TIP: Google 8*13 Plus Pinterest GASE STUDY: DRIVING SOCIAL BUZZ WITH EMAIL Sony's Pinterest Product Launches SONY When launching their new VAIO summer line-up, Sony aiO included "Pin it" buttons in their emails, which drove 3,000 clickthroughs, and beat their "revenue by email" goal by 172%. Sony also added “Pin it" buttons to all their purchase confirmation emails, so customers could show off their new purchases. They found these emails had a 70% open rate, and 18% CTR. Pinit REACHMAIL Sources: E 60 G

Benefits of Integrating Your Email and Social Media Strategies

shared by matthewzajechowski on Jul 24
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Email marketing company Reachmail has put together a series of graphics that cover the benefits of integrating your email and social media strategies. The graphics cover how to grow your email list th...




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