Posted by: SEO Positive

Posted on: September 7, 2011 8:50 am

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Email marketing being diluted by social media is becoming a commonly heard complaint especially when, even today many ecommerce sites depend on email marketing to get a larger chunk of a targeted clientele. Statistics disclosed by email marketing providers indicate that email marketing initiatives still account for 20-25 % of overall revenue for many ecommerce businesses with social media being responsible for merely 1%.

However, it needs to be remembered that both email marketing and social media can coexist, rather than see one substitute the other. The marketing set up of businesses has room for both and therefore they have to look for increased revenue through the use of both email and social media, and by integrating them effectively to yield best results. This is possible by using the following tips:

  1. Use emails to drive traffic to blogs- Blogs are a great source of useful content and can be effectively used as sources of content for email newsletters. As digital partners, each can benefit the other since email newsletters can give blog addresses for more content.
  2. Using Social Media to amplification in emails- email sending platforms have also woken up to the effectiveness of social media in spreading word about businesses. Hence many have started adding social bookmarks and sharing options including social sharing toolbars on the newsletters they send on behalf of companies. Some platforms tweet links as well for users to get emails via Twitter. All this helps in amplifying the impact of email marketing and extending its reach.
  3. Conversions through conversations- Social media is generally a medium to converse since people sharing something in common use them to communicate. This very aspect can be used beneficially to get conversions and increase email subscriptions. These social networks have an amazing ripple effect, as people follow the recommended activities of friends and others. Promotional posts placed occasionally also have a big conversion impact. On Facebook, conversations lead to conversions on business page walls, and also through techniques like “fangating”, which necessitate subscribing to emails to avail of special offers.
  4. Social media for frequent updates- Email marketing involves periodic emails followed by long periods of silence. Here, social media can be used to fill the gap with updates on Facebook, Twitter and blog posts. This increases brand recall and the brand stays in the mind of customers.
  5. Social media as a viable alternative to emails- for those consumers who do not like emails or are not inclined to spend time reading them, can be approached through social media, since Facebook and other networks are more regularly accessed.
  6. Social networks need emails- emails are the easiest way to communicate, send notifications and basically “get in touch’. Users find emails reliable despite the easy route offered by social networks to update their friends.
  7. Emails are taken more seriously – social media networks are transient and not always taken seriously. Often, an update read an hour ago is forgotten, or even lost in a long list of updates. Emails on the other hand are taken more seriously due to the sense of permanence attached to them. The message sent through mails has a bigger impact.
  8. Emails and social media can be personalized- Since both are method of direct communication, they can be personalized as per the demands of the individual. Social media is personal to start with, while emails can be made personal through the data base.

Social media envelopes emails as well since it can be integrated as a means of keeping in touch. If the two work closely together they promise more business promotion and success than any other medium.

This a guest post from Neil at eMobileScan, he is head of online marketing for a total of 18 European websites, all under the eMobileScan brand, specialising in Mobile computers like the datalogic Memor and the Motorola ES400 EDA.

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