Three Steps to Achieving Email, Social and Mobile Integration
GRAPHICMAIL - Today, you may still be wondering why a company that has built its communications program on email should move its resources into social and also mobile marketing.
For starters, just ask yourself the following question: Is everyone you want to reach already on your email list? And if they are, are you able to provide them with relevant and dynamic communications 100 percent of the time?
Here’s the thing: If you’re not communicating with your customers via email as well as through social and mobile channels, you’re probably not reaching your audience with contextual messages where they live, work and play.
Here, we highlight some opportunities around the convergence of email with social and mobile, giving you some insights into how to integrate and manage your cross-channel voice and leverage these tools to achieve better results. While it’s simple for marketers to understand why they should be integrating email, social and mobile, the real challenge remains how to do it.
1. Embed social media links into your emails. This is one of the most popular email marketing tactics. But to avoid putting the cart before the horse, you’ll first need to lay a reliable foundation in social media.
It’s critical to identify where your customers are, rather than to assume. To help with this, there are many free tools that can provide insight about social site traffic to help you priorities your social initiatives, such as Compete and Hitwise. You can also make use of a data service provider, like Rapleaf, which can add social data to your opt-in mailing list. This information is delivered at the individual email address level and gives you a more complete idea of each consumer, including whether they are on Facebook, Twitter, LinkedIn, Goolge+ and so on.
2. Discover how your brand is being discussed and in what context. Is there a buzz around certain products? Are there complaints that need to be resolved? Are there suggestions or comments that are waiting to be addressed?
Start by monitoring blog posts and social conversations by setting up Google alerts and using a service such as Hootsuite to see what content of yours is being shared on social networks.
Next you need to examine what draws your customers in and brings them back for more — in other words, the “sticking points.” To study this, use analytics tools to see which parts of your website are the most active and which links, content, referral sources or conversations generate the most traffic.You can also make use of a data service provider, like Rapleaf, who will add social data to your opt-in mailing list. This information is delivered at the individual email address level and gives you a more complete idea of each consumer; including whether they are on Facebook, Twitter, LinkedIn, Goolge+ and so on.
2) Discover how your brand is being discussed and in what context
Is there a buzz around certain products? Are there complaints that need to be resolved? Are there suggestions or comments that are waiting to be addressed?
Start by monitoring blog posts and social conversations by setting up Google alerts and using a service such as Hootsuite to see what content of yours is being shared on social networks. Next, you need to examine what draws your customers in and brings them back for more — in other words, the “sticking points.” To study this, use analytics tools to see which parts of your website are the most active and which links, content, referral sources or conversations generate the most traffic.
Once you have taken these measures, you can identify what motivates your audience and therefore design better programs in the future. With this data at your disposal, you can also start thinking about trying contact list segmentation tactics that will enable you to tie in campaigns across email, social and mobile channels based on individual preferences and analytics. For example, you can segment by gender, age, geographic location, or by preferred channel — which is critical to know when you’re looking to communicate with a specific customer.
3. Keep it clear, simple and consistent. Email should work hand in hand with other digital messaging channels, and the efforts made on each should complement initiatives on the others. Here’s a simple plan for of how to achieve integration:
• Create your email campaign and define the message with your subject line. At 50 characters or less, your subject line should clearly state what your readers can expect from your email, what’s in it for them or what you want them to do as a result.
• Translate your message to social. If you have concluded that your subscribers are active on Twitter and Facebook, your task is then to convey the same message to this audience according to the unique attributes of each platform. By taking that message to 120 character in Twitter, you can create more interest in your call to action. Add a #hashtag and use a shortened URL to cut down on character count. A Facebook post gives you the opportunity to entice fans even more by expanding your message to 150 characters and adding a compelling visual.
• Take your message mobile. Every email and social marketing message also presents the chance to provide relevant motivators in a contextual setting to your mobile-oriented consumers.
Maybe one should look at another marketing opportunity and that is the emails we all send every day. I represent a company that has developed a solution for just those emails and thus this post.
The basic idea behind WRAPmail is to utilize the facts that almost everyone have websites (corporate and/or social network site) and also send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. WRAPmail is available for free (with 3rd party ads) or for a small license fee at http://www.wrapmail.com. No routines change as users simply downloads and install WRAPmail’s toolbar available for Gmail, Hotmail, AOL, Yahoo and Outlook, available for Google Chrome, Firefox, Safari, Internet Explorer and Microsoft Outlook.
WRAPmail also helps search for missing children with every email sent by free users incorporating an RSS feed from the Center for Missing and Exploited Children
Leave a Comment
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- Study: Consumers Want a More Personalized Mobile Home Screen March 7th 2014 ADOTAS – New research from mobile analytics company Flurry shows noteworthy [...] more »
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens March 6th 2014 SAN FRANCISCO, March 6, 2013 (ADOTAS) – Twelvefold, a big [...] more »
- DataXu Adds Video to Private Exchange Capabilities March 6th 2014 BOSTON, March 6, 2014 (ADOTAS) – DataXu, a leading provider [...] more »
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study March 6th 2014 REDWOOD CITY, Calif., March 6, 2014 (ADOTAS) – YuMe, Inc. [...] more »
- RR Donnelley Announces $350 Million Debt Offering March 6th 2014 CHICAGO, March 6, 2014 (ADOTAS) – RR Donnelley & Sons [...] more »
- Getty Images to Showcase Free, Legal Embed Capability at SXSWi March 6th 2014 NEW YORK and AUSTIN, March 5, 2014 (ADOTAS) – Global digital [...] more »
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- 4 Important Lessons B2B Marketers Learned in 2013 March 5th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing - Responsivemts | Responsivemts: [...] Report Rattles Currency's WorldBrands' Organic Facebook Reach Has Plummeted Since OctoberSXSW News: Kenshoo Integrates
- #DailyDigital It’s Friday. Facebook Is Doing Something to the Newsfeed. Again. | Trey Peden - Digital. Marketing. Management.: [...] Five Things the FTC Will Get Tough on in 2014 I wanted to read
- Jeff Yablon: of course ... there's always the question of revenue split ... interesting new service just
- Articles Written by Bob Bentz | Bob Bentz: [...] 7/14/08 — Adotas [...]