Features

Three Steps to Achieving Email, Social and Mobile Integration

Written on
Apr 25, 2012 
Author
Wikus Engelbrecht  |

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.





Wikus Engelbrecht is a writer, journalist and digital poet at GraphicMail, an international email and mobile marketing service provider. His professional career in language and media has traveled the film, print advertising, magazine publishing, food theatre and online content industries since 2003.

Reader Comments.

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

Posted by Rolv Heggenhougen | 6:25 pm on April 25, 2012.

Leave a Comment

Add a comment

Tags: , , , , and
Article Sponsor

More Features