We talk a lot on this blog about how email marketing works in tandem with other channels--both digital and traditional--but it’s worth noting that there are some channels that email really shines alongside. Social media marketing, whether through platform ads or branded posts, has its own spot of honor in the marketer’s toolkit; and when combined with email, both channels really sing. Like peanut butter and jelly, or peanut butter and chocolate, they go together in a way that brings out the best of each and creates results that are greater than the sum of their parts. Site Impact’s experts know this as well as anyone in the industry possibly could, and we’re going to look a little deeper at the relationship between the two, and how cross-channel marketing can look even rosier when you combine the right channels.
One of the big hurdles that social media campaigns stumble against is the issue of trust: consumers are doubtful of the authenticity of branded social media accounts, and they’re suspicious of the perception that such accounts are run by PR professionals and are meant to smooth things out superficially. There’s also the fact that many people just don’t trust that the brands that they see on social media are really and truly those brands--or run by employees of said brands--and avoid following as a result. Email marketing, on the other hand, is a trusted channel; consumers are accustomed to hearing from brands via email, and more and more tools make it possible to verify that it’s truly the brand speaking in a given email. Cross-posting your social content and links to your accounts into your email campaigns gives you a much-needed trust boost that will drive more eyes to your social media posts--and in turn, you’ll see a lot more engagement.
The most basic currency of social media is sharing; people love to share content, and social media gives everyone their own space to curate the content they want to present to the world. Email campaigns are incredibly shareable--and going the extra step to make it easy to share your campaigns via social channels will help your email campaigns. In addition to driving more people to your landing pages and other site content, cross-channel email-to-social efforts help you to get more eyes on your offers and message, increasing your audience overall.
Email marketing and social media marketing go together in ways that other cross-channel promotions just don’t. The synergy between the two channels works to boost the results of each in ways that are more difficult--if not impossible--to achieve otherwise. Email lends authority and trust to your social campaigns, and social media expands your reach for your email marketing campaigns, making for better returns on both. Contact Site Impact to hear how we can help you optimize your cross-channel marketing efforts.