Email newsletters are an effective way to blast consumers with information, discounts or news. They help promote consumer loyalty and work as an effective marketing strategy to reach a large group of people in a short amount of time, but most companies aren’t taking enough advantage of social media in growing their email newsletter.
According to a study of more than 3,000 social media users in late 2012, there is a wide range of reasons why consumers sign up for emails from brands. Seventy percent of people do so for discounts or coupons, while 53 percent sign up to learn about new products and 41 percent jump on board for news and information updates. In short, building your email newsletter with social media is a great way to improve your engagement.
Six Tips to Incorporate Social Media Into Your Email Newsletter
Below is a rundown of some of the best ways to help grow your email following using Facebook, Twitter, LinkedIn or any other social media channels:
1. Find your niche
Ask people on Twitter, Facebook or LinkedIn why they would subscribe to an email blast from your company, and take note of their feedback. If it seems as if consumers would be more interested in discounts, be sure to utilize coupons in your email blast. If consumers want more information or to read articles, include a couple relevant links in your next email blast. Do your own survey or study. If you’re having trouble getting feedback, provide a simple reward for their response.
2. Create a share option for email subscribers.
When you send out your newsletter or marketing emails, include a link to your Twitter bio, Facebook page, YouTube channel or any other social media avenue. It will provide easy access for those looking to stay up-to-date with any of your latest news or information. In return, make sure your email newsletter is blasted out via all social media channels, allowing followers a simple way to sign up for the email list.
3. Give them what they want
Some people prefer getting their news, information or even coupons via email instead of on social media. Not everybody has a Twitter account or Facebook page, but in this day and age, just about everybody has an email address. In a recent study in the UK , more than 60 percent of people preferred to get their marketing from retailers via email, and only 2.5 percent said social media. Sending email newsletters ensures each consumer gets a targeted message. On Twitter, you only have 140 characters to get your message across and it’s easy for one tweet to get lost on a timeline.
4. Give them a reason
Instead of just asking people to follow your social media channels or sign up for the newsletter, give them incentive. Have a giveaway, provide a promotional code, send out coupons only redeemable for those on the email list. Give consumers a reward for signing up. You can also reward consumers for longevity. Have they been on the email blast for a year? Great, give them a coupon for 10 percent off. Is it their birthday coming up? Given them another discount. You not only have to find a way to get people to sign up for your email newsletter, but you want to keep them around as well. Rewards may be the most effective way to do that.
5. Make it simple
In a world of 140 characters, Twitter appeals to those consumers with a short attention span. Want people to sign up for your email blast? Make it quick and easy. Provide a simple form on Facebook for users to sign up for the email. Send out a link on Twitter taking followers to a web page where they can join the email list. If it’s easy, people will do it. Don’t make them jump through hoops to sign up for an email newsletter.
6. Piggyback off a quality deal, item or piece of content
Have a great deal or sale coming up soon? Have a new product or piece of content that will get your consumers excited? Take advantage of the momentum and send out a reminder for consumers to sign up for your email newsletter. After sending out a particularly popular message on social media channels, write a simple message such as “Want more (deals/sales/items/content) like this? Sign up for our email newsletter to stay up-to-date.” And then provide a simple – yet effective – avenue (as discussed above) for consumers to sign up for the email blast.
Do you have any tips or tricks to incorporating social media into your newsletter? Any stories of success when you made the extra effort? Let us know your story and your thoughts in the comments below.