Bolster Your Social Media Presence By Using Email Marketing

For those of you who follow me on a regular basis, you know that I don’t preach that social media will be the “holy grail” of marketing. It’s just one more marketing tool in your tool box.

For those of you who are using social, hopefully you are combining it with traditional things like email marketing to drive people to your social sites. I recently read an article in, and in an April survey by eROI, an interactive and email marketing agency found that two-thirds were doing just that. A similar study done in June of this year by StrongMail, a provider of mail and social media solutions, put the number at 71% worldwide.

Objectives for Integrating Email and Social Media, Jun 2010 (% of business executives worldwide)

That’s good news. The vast majority is focusing on the basics, Facebook, Twitter and LinkedIn. They were also using the share button 63% to encourage people to share. In the ROI study, over 90% were utilizing Facebook as their favorite.

Social Media Sites/Tools Integrated into Email Campaigns, Apr 2010 (% of US marketers)

So what are you doing to harness the power of combining social media with traditional email marketing?


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Double Your Marketing Effectiveness When Going After The Professional Tradesmen

Although everyone is focusing on social media, let’s not forget an old friend, e-mail marketing. Using social media as a partner, it will provide new avenues for engaging and sharing both current customers as well as prospects. Professional tradesmen are used to being contacted via e-mail, and more and more are getting into the social media arena. Let’s not let an opportunity go by to make your marketing message more impactful.

According to Debra Aho Williamson, eMarketer senior analyst and author of a new report, Maximizing the E-mail/Social Media Connection, “Even though people are spending more time using social media, they are not abandoning e-mail.” According to Williamson, marketers must integrate efforts to maximize both social media and e-mail marketing. Here are 4 items for consideration:

  • Multiply the sharing opportunities by linking e-mail messaging with social media messaging.
  • Provide a broader platform for brand advocates; encourage the best customers to share with friends via social media.
  • Shift the control to the consumer by providing multiple avenues to interact with a company.
  • Use e-mail metrics such as response rate and conversions to enhance social ROI.

Social Media's Influence on E-Mail Marketing According to US  E-Mail Marketers, August 2009 (% of respondents)

This trend seems to be already catching on according to a recent survey by StrongMail that stated 40% of business executives are already integrating these two and consider it one of their most important initiatives for 2010.

Business Executives Worldwide Who Plan to Integrate Social Media  into Their E-Mail Marketing Campaigns in 2010 (% of respondents)

How are you planning on using these two marketing tools in your business?

If you like what you’ve read, pass it on to a friend.


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Looking Forward to 2010

2010Interesting fact about recessions – they end.

In our practice, most of our clients have been hit exceptionally hard in ’09 due primarily to their ties to the construction market. Some have opted to cut spending and ride out the storm. Others have reduced their budgets, but have continued to launch new products and support existing ones. It’s gratifying to see those that continued to promote themselves gained interest, inquiries and sales even in this downturn.

According to Industrial Supply, housing starts were up 2% in July. This was the 5th consecutive increase. Building permits for future projects climbed nearly 8%.You can read the entire USDH report here.

Here’s an interesting fact from some recent research from the Kauffman Foundation – More than half of the Fortune 500 companies were launched in economic downturns. For marketing purposes, if you don’t currently have something in the pipeline, this year is done.

All economic data indicates that the worst is over and we should start seeing an uptick as quickly as the 4th quarter for some industry segments.A recent online survey by StrongMail of 979 business executives in various industries show an optimism about the economy. The survey indicates that 85% are planning to maintain or increase their spending for the remainder of the year. But enough about ’09.

Yes, soon the trend lines will start to go up, but not as sharply as they came down. B-to-B marketers need to look forward and should be starting to crank up their plans for ’10. Inventory levels at distributors are at their lowest levels in years, and manufacturers need to be ready to respond. Spend smartly and monitor what you do. Try something new. If you haven’t added social media to the mix, consider it for ’10. Do something! There are contractors out there buying stuff!


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