According to Campaign Monitor, you are 6 times for likely to get a click-through to your website from
email campaigns than on Twitter. This is a shocking statistic because over the last couple of years, social
media has become a marketing phenomenon internationally.
In my opinion this statistic is due to the more personal touch of email campaigning. When posting on
social media, whoever is reading knows that it isn’t directly aimed at them and so do not take much
interest. Whereas with an email, it is delivered to you directly and so most people feel obliged to give it
a quick read. This is where you need to catch their attention as quick as possible. If they get bored
reading the email at the beginning, chances are they won’t read on.
Email list segmentation is also a helpful tool for email campaigning. This means you can target your
audience more specifically for example if your retail shop is based in Chester, rather than sending your
email to your entire email list who could potentially live on the other side of the country, you can
segment the list so that it only sends to people based in and around Chester. With social media, your
post goes to everyone who follows you, no matter how far or close they are to you.
Social-Email Hybrid
Many of us cannot deny that we spend a huge chunk of our marketing time on social media, and not
enough on email campaigns. The key is to get the balance right between the two without neglecting
either of them. There are many ways that you can integrate your email campaigns into your social media
and your social media into your email campaigns.
One of the ways you can do this is by using email subscription forms on your social media platforms. This
is a tool that some sites have which allows you to create a form for potential customers to enter their
details and add themselves to your emailing list. Not only does this mean you will be sending your email
campaigns to people who want to read them, it means you don’t have to pester anybody for their email
addresses.
If you aren’t keen on an idea like that, why not be a bit more subtle? You can simply add your social
media platforms onto your email campaigns with a hyperlink. This encourages them to take a look at
your social media pages without being too pushy. You can even add these hyperlinks onto your company
signatures so that they are being advertised when every email is sent and not just when you publish
your campaigns.