April 5, 2011
Putting links to these social media outlets presents two problems:
1) With these links, you are offering subscribers additional call-to-actions that don’t support the main objective of a particular email. Numerous studies/research show that online users get distracted when multiple choices/call-to-actions are presented on emails and landing pages. This results in lower conversation rates and revenue.
2) Most companies still don’t have a clear strategy on how/if their email and social media channels are integrated and they don’t do a good job defining the role of each channel for both internal and external customers. Linking away with the “follow us on facebook/twitter” buttons without thinking through the strategy, you might be growing your fan base at the expense of losing your email subscribers or even customers.
That being said, I still believe that promoting your social media presence through your existing digital channels is important. However, the key is to get users to “like” your Facebook page or to follow you on twitter after they take the desired actions on your promotional emails and landing pages.
Below are some ways to utilize non-promotional email communications to grow your fan base.
> Welcome emails: Inform your subscribers about your social media channels and their value after they sign up for your emails
> Thank You emails (and Thank you Pages): Ask your customers to join you in the social media space on emails you send out after your customers have signed up for a white paper, opened an account on your website, made a purchase etc.
> Confirmation emails (and Confirmation Pages): same as Thank You emails/pages
> Promotional emails with a single focus of growing your fan base: This type of email works the best if the fan drive is tied to a promotion such as contest, sweepstakes and donation to a non-profit for each fan.
Simply including links to your social media outlets in your email templates distracts subscribers and diminishes your email marketing efforts. Focus on promoting those channels after your subscribers have taken the desired action on your emails and converted.
How do you integrate your social media and email efforts? Do you simply drive your subscribers away from by linking to your social media outlets? Let me know your thoughts.
Posted by Gokben Yamandag at 11:26 PM