Whether right or wrong, social media gets a ton of attention from the marketing department. And for plenty of good reasons. The interactive, conversational presentation of social media makes it feel more personal or “real” than most touches. When done right, it’s sized right for the way we digest (most) things these days: short, sweet, and to-the-point and on-the-move. It even provides some personality for the most stodgy brands, and a place for the crazy fun types to really let their freak flags fly.
All the things that make us fawn for social media can apply to your email marketing, too! Yes, they’re different tools, for sure. But some of the basics that make your social media successful can make your email marketing just as effective, and probably a lot more fun!
Teamwork Makes the Dream Work
Your email marketing shouldn’t exist in a vacuum. Bundle your email content with your social media content. Coordinating delivery dates on both platforms can help one support the other. Got better email open rates at 9PM? Schedule your email to arrive then. If your social media followers are more active in the AM, make sure your content is then and there, too. And of course, all your awesome content links back to your website, right?
Think Second Screen First
If you’re not thinking about what your email looks like on mobile, then think again. Most emails are opened up on phones and tablets these days, so make sure your email design looks as good (or better!) here, too. Tiny fonts, pdf’s, slow-loading images, and inactive links are all huge turnoffs. And forget about click through and engagement if you’re only developing email for desktop.
Lower the Pitch
Some of the email marketing campaigns we love most feature big, bright images, smartly written text, and an obvious call to action. Read, learn, see, discover (note: we didn’t say “buy”…) are spot-on calls to engage with your brand and its content. Yes, there’s a time to sell via your email marketing strategy, but think about your own social media feeds. How often are you sharing, liking or otherwise participating with “sales”?
If your email marketing needs an overhaul, or you want to talk about how to create great content that represents your brand and can engage your audience, ping us here at well-run media + marketing. Coffee and good conversation about your marketing goals are a great way to start!