Email Marketing and Social Media Aren’t in Conflict
There seems to be a perceived conflict between email marketing and social media. The conflict is usually summed up as social media taking the place of email. The truth is that the two are intertwined and not at odds with one another. Well done online marketing integrates the two to communicate to diverse audiences in the way they want to receive the message.
This post was spawned from a recent site review with a client. Upon seeing that their site was netting record hits and realizing that social media networks were ranked 3, 5, and 6 for traffic sources my client thought he wanted to scale back on email marketing frequency.
So my client and I weighed the probable effect of that. The first issue is that half the content fed to social media was featured in the email campaign so content management would be a wrinkle to scaling back. The second major issue was how it could affect the success of the site. Guess what the primary source of traffic was? You guessed it, email marketing clicks. In fact the clicks from that email campaign were 9 times as much as all the social networks combined.
Social media, email, and your website should be intertwined. The goal is not for one to replace another, they all serve a unique role. Maybe years down the a unified system that integrates all our web presences will exist. For now it’s our responsibility to ensure each online marketing channel support the other.
Email marketing communications should include links to social network profiles. Social networks should provide a sign up process to join the email marketing lists. Both should point to your website and your website should have corresponding referring links. In other words each channel supports the other.