A well-targeted, well-executed Ecommerce email marketing campaign can make the difference between a lead becoming a conversion for your company and a sale going to a competition. Is your email marketing campaign as effective as it could be?
A well-thought-out approach should include how other marketing avenues might enhance what you’re doing, in addition to ensuring sure your emails are appealing to your target demographic. For example, social media is an excellent example of an area that can be used to increase your email marketing efforts without requiring additional marketing cash.
Growing an internet business can be done in a variety of ways. One method to start building more positive momentum for your Ecommerce business is to have a solid digital marketing strategy that includes social media and email marketing prominently.
Supercharged audience engagement is a real possibility when email and social media marketing talk directly to each other. Here are four methods to use social media to improve your email marketing approach.
1) Increase Social Media Engagement by Converting Followers to Email List Subscribers
An important distinction between an email subscriber list and social media followers is that the former belongs to the company, whilst the latter belongs to (and is dependent on) the platform. An email master list can be divided up into particular audience segments, each of which can be targeted with unique content to try to boost engagement, as long as you follow all GDPR procedures. On social media, this kind of targeting is only feasible through sponsored ad campaigns, which can be both competitive and costly to maintain.
Given this, it’s worth looking into how social media might aid in the growth of your in-house email master list. Begin by converting as many social media followers as possible into email subscribers. It can improve the open and click rates of your mailer campaign if done correctly.
Hard sell messaging is unlikely to succeed in this situation. While a subtle message asking for sign-ups now and then isn’t a bad idea, rewarding your followers is more likely to produce greater results. As you’ll see in a moment, this can also help you expand your email’s reach.
2) Encourage people to share your email content on social media to expand its reach.
There are various ways to entice your social media audience to subscribe to your mailing list without having to beg them to do so, from offering rewards and discounts to providing access to unique material or special benefits. These can be used as incentives to encourage existing subscribers to promote your email content on social media, in addition to being utilised to migrate leads and consumers from one marketing outlet to the next. This helps your content reach a wider audience in a natural way.
Most companies don’t do much more than include social media icons at the bottom of their emails, hoping that someone will share it with their followers. This is likely to be a rare occurrence, as evidenced by experience (and analytics statistics). After all, even the best-written material can only take you so far. The balance will be taken care of by a bankable reward. After all, you’re asking your subscribers to perform some “heavy lifting” for you, so make sure it’s worthwhile for them.
3) Develop comprehensive digital marketing campaigns that include both
As stand-alone channels, social media and email marketing serve two distinct and predictable functions. When you work as a group, the sparks start to fly. Regardless of how big or small the campaign is, ecommerce organisations should emphasise creating as many ways as possible for both to point straight towards each other.
A comprehensive (or 360-degree) strategy to digital marketing efforts can help make this a reality. To do so, you must consider all accessible marketing channels and investigate all possible ways to cross-promote and repurpose content in a meaningful and relevant manner. Start by generating channel pairs if the sheer number of options feels overwhelming. Small wins will quickly grow into much larger advantages by combining social media and email marketing — for example, presenting a webinar that is only promoted on social media, with additional resources only shared with email list members.
4) Improve email list segmentation with social media analytics
Ecommerce companies who take the time to segment their email master lists into distinct audience segments and target each with customised content for each campaign have a far better chance of attaining higher conversion rates over time. Knowing as much information as possible about your target audience will help you create the correct segments and get them to participate as much as possible. Of course, the greatest place to look for that is in social media analytics data.
Gather data on all organic and paid social media postings, focusing on the ones that performed the best. The data should assist you figure out who your most engaged consumers are, which will allow you to see if your segments are off. Focus all of your efforts and make your emails as interactive as possible once your lists are in better form. In the near future, the analytics from these can be used to improve PPC or SEM targeting.
It’s time to put your newfound knowledge of how to use social media to improve your Ecommerce email marketing plan into action. It’s feasible to enhance engagement on your email marketing campaigns while also potentially converting leads into conversions by ensuring that both of these marketing routes are always going directly towards one other. Your chances of succeeding are much better if you’ve integrated social media and email marketing into your overall digital marketing strategy.
Now all that’s left to do is jump right in.