Every successful marketing strategy combines multiple platforms and channels into a unified approach, bringing together elements from paid advertising, SEO and SEM, social media, email marketing, while also trying to include offline marketing tactics, such as events, activations, or contests. When you add to all of them tactics such as legacy media campaigns, one thing is clear, generating an omnichannel strategy for a brand or company, is no easy task.
Omnichannel marketing is a strategy that allows organizations to create a unified experience for their customers. It is a way of doing business that brings together multiple platforms and channels into a single approach, which helps users, prospects, and customers better identify the brand and build loyalty. The development of the concept of omnichannel as a marketing strategy is based on the idea that the digital era has changed the way people shop and buy products and services. The consumer has become accustomed to having access to information about products and services at any time and from any place. This means that companies must adapt their marketing efforts to meet this new reality. Furthermore, the customer journey has changed dramatically with the arrival of digital technologies. Today, consumers move through different channels when they make a purchase decision. This also forces marketers to adapt to these new expectations.
In this article, we are going to explain how to integrate two very distinctive marketing tactics, email and social, so that you drive a unified experience to your customers. The most important aspect to keep in mind when attempting to do so is if you are addressing the same audience on both channels. An omnichannel approach only works when you can adapt communication to make sense to audiences on both platforms.
If, for example, you are using your social media accounts for different purposes, promoting your email marketing campaigns on there might actually be detrimental. Some companies use Facebook and Instagram for their employer branding strategy while keeping email marketing to communicate with prospects and clients. In such a situation, an omnichannel approach should be out of the question.
For simplicity’s sake and for making everything as clear as possible, we will rule out such a possibility throughout this article.
Connecting email campaigns with social media
There are multiple ways to go around connecting your email marketing efforts with social media campaigns. First of all, we are going to look at what marketers can do to optimize their email marketing deployments for being shared on social media. Secondly, we will pay attention to how social media channels can be used to drive growth in terms of email marketing subscribers. Ultimately, we will analyze how social media can dictate the look and feel of your newsletters, in a way that connects to your overall business goals and defines your brand.
If you are interested in this topic, you might also find value in exploring how to use influencers in email campaigns.
Optimizing your email campaigns for social media
One of the best ways to connect your email and social media campaigns is to optimize your email campaigns for social media. Think about the content you normally share on Facebook, Twitter, LinkedIn, Instagram, or TikTok. As a second step, try to imagine ways in which that content could be relevant or useful for your email recipients. If you are managing a B2C business, you could do this by promoting social media contests in your newsletters. Make sure that the subject line of your email campaigns contains a call to action, which is also present in the body of the message. For this example, when you are promoting a contest, try to craft the headline of the email campaign to contain words such as “Contest” or “Giveaway”.
This way, when someone sees your email in their inbox, they will be more inclined to click on it and see what you have to offer.
Another way to optimize your email campaigns for social media is to make sure that you are using language that is easy to understand and that will be relevant to your audience. Avoid using industry jargon and acronyms, as these will make it harder for your subscribers to understand what you are trying to say.
Last but not least, always include social media buttons in your email deployments. If possible, make your newsletters sharable on different platforms, at least the most common ones, even if you cannot target the video-driven ones.
How to use social media to promote your email campaigns
Another way to connect your email and social media campaigns is by using social media to promote your email campaigns. The way you do this is by sharing links from your email campaigns on your social media accounts.
If you have a B2C business, you can use social media to promote your email campaigns by asking your subscribers to share the content of your email campaigns with their friends and family. This is a great way to increase the reach of your email campaigns.
On the other hand, if you have a B2B business, you can use social media to promote your email campaigns by asking your followers to like and share the content of your email campaigns on their social media accounts. This will help increase the visibility of your emails and will help you increase your email open rates.
You can also use social media to promote your email campaigns by asking people to comment on the content of your email campaigns. This will help you generate more engagement and will help you get more leads.
How social media can help shape your email design
Chances are you are investing more in creating engaging visual assets for your social media accounts. If that's the case, by beginning to build an omnichannel strategy for your online marketing activities, you can borrow the design of your social media posts to inspire the look and feel of your email marketing campaigns. It goes without saying that the way an email is designed will directly impact not just engagement, but also conversion and retention rates.
Not only can you take advantage of the visual assets you have created for your social media accounts, but you can also use the content you have developed for social media to inspire the content of your emails.
When creating a social media post, you probably already ask yourself:
- What is the point of this post?
- What is the value it will bring to my audience?
- How can I make it interesting and engaging?
- What kind of tone should I use?
If you can translate these questions to your email marketing activities, you will be able to create newsletters that will resonate with your audience. A well-designed email can be a powerful marketing tool. If used correctly, it can help deliver results that are hard to achieve with any other channel. It's more than just pretty pictures. It's about delivering the right message, at the right time, in the right place.
Here are some aspects that can inspire your when creating an email template meant to resemble your social media activities:
- using images, photos, or visual elements in each email
- separating copy from the rest of the email
- including your brand colors in different elements of the email, from the header to CTA buttons
- keeping email sections short and to the point
- using emojis, if appropriate, when generating the body copy