Email is one of the oldest online marketing tricks in the book, but don’t discount it as a valuable asset for your company. According to the Direct Marketing Association’s 2012 Response Rate Report released in June, email opening and click-through rates (CTR) have increased since 2010. The study consists of an email list of both past and present customers generated from the tested companies own data base. In short, email marketing is still relevant, especially when combined with your social media efforts. Here are some tips for how to increase your social media presence by using email.
Make a social call
Have calls-to-action that are meant just to invite your customer to follow you. No sales, no offers, no new products. Just invite them to be part of your network; if they like you enough to do business with you, then why wouldn’t they want to say they “Like” you? Make sure that when you are doing this, however, that you are steering them into a live active discussion board where they will be more inclined to continue participating in the conversation instead observing.
Be smart about smartphones
Most consumers check their email on smartphones and tablets now, meaning mobile-friendly content is essential to your email marketing campaign. Have dedicated mobile landing pages, designed with the smaller screen size in mind and create QR codes so if they are on a traditional desktop, they can easily check out your mobile page.
Have exclusive content
Create email campaigns around the people already in the groups, offer them special content (discounts, deals, white papers, webinars) and have them tell their friends all about it. Creating landing pages with links will make it easy for your company’s faithful to forward along.
Be more than friends
Have a call to action that is more than just clicking “like” or +1. Make sure that once you have the customer as a friend that you reward them with a positive experience, whether it be feedback, a “shout out” or a follow-back, let them know you appreciate the fact that they appreciate you.
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