While some may argue that email is dying, statistics show that email marketing is just as important as ever as part of your digital marketing strategy, and the “funnel” that gets your audience from social media followers to email subscribers, to buying customers.
But what does this have to do with social media marketing?
Encouraging social media followers to join your email list can be crucial in their customer journey towards making a buying decision!
Why email marketing?
This is one of the best ways to collect leads (email addresses and names). As opposed to social media, where you are “renting” the space in which you occupy (your social media accounts and the followers that they have), you essentially “own” your email list. So we want to get your social media followers onto your email list as soon as possible.
Email marketing is also all about building on the relationships already made on social media (or other touchpoints of your marketing). Letting your email list get to know you (or your brand) more personally, helps increase trust and the likelihood of your list converting into customers.
How to utilise email marketing effectively?
Encourage social media followers to subscribe to your email list by offering them some sort of carrot (or a ‘lead magnet’ as we say in the marketing world). This could be a 20% discount on their next purchase, or a free download that would be useful to them. You should also add a subscribe form onto your website – including a pop-up form – so website visitors can opt-in at any point during their visit.
You should also give your email list more valuable content than your social media followers. This creates a club of exclusivity – and can be used as another carrot to get them to subscribe. But make sure to send emails that contain “call to actions” to buy, in among your value-driven emails.
Which email marketing provider should you use?
There are many email marketing providers out there. Some of the most popular ones are MailChimp, Active Campaign, Campaign Monitor, and Get Response. Review their plans and features to see which is best for your business.
Building an email list is an important part of a business’s digital marketing strategy, no matter whether you’re a small business or a large corporation. Take advantage of social media to help build this list and take your audience along the journey from follower to buying customer.