The document provides 10 tips for integrating email and social media marketing by ensuring consistency across channels and allowing for sharing and interaction. It stresses the importance of segmenting audiences and tailoring messaging for each channel. Finally, it recommends promoting emails on social media platforms and using each channel to inform the other's content.

1. 10 tips for integrating email and
social media marketing
Email and social
media are vital to your
marketing strategy –
so use the following
tips to bind them
together.
Marketing management:
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2. Offering different channels for your
prospects to engage with your brand
is vital in this multi-channel era. More
importantly, it is essential to offer
a unified experience whether the
choice of engagement is via social
media or email.
Integrating email and social
media marketing needs to
be one of your top priorities
in 2014.
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3. Ensure email and social media integrate seamlessly by offering
consumers a consistent brand across all your marketing platforms:
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Ensure visual consistency and excellence across all
channels, so each forms a unified, appealing experience
for the visitor.

4. Ensure email and social media integrate seamlessly by offering
consumers a consistent brand across all your marketing platforms:
Create engaging, original content whatever the channel –
without it, customers won’t come back. Why would they?
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5. Ensure email and social media integrate seamlessly by offering
consumers a consistent brand across all your marketing platforms:
Segment your target audiences
and your messages to each
channel. For instance, each
channel requires its own style of
content and“voice”- Facebook
is more informal, while LinkedIn
is more businesslike. A simple
differentiation, yes, but a vital one.
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6. Give readers the option to share your email
content via social media links in the email so they
can recommend your content in an instant. You
can also give them the option to go directly to
your social media main pages from your email. Of
course, your prospects can also share via email -
give them the option to‘forward to a friend’.
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Make sharing a cinch
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7. Don’t look like an overachiever
Don’t suffocate the reader with social media options in your emails.
Create a database of different client types to target in different,
but more effective, ways. For example, a LinkedIn button is more
appropriate to a B2B client than a Facebook button.
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8. Add comments made by your social media
subscribers to your emails and promote this
crossover – it offers them the ideal vehicle to
interact with your brand.
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9. Connected content
Blend content from your social media into your emails. For example,
by offering a selection of the latest tweets or Facebook postings
with links to take the reader to the relevant social media area, you
can encourage them to opt-in to your social media channels. You
can also allow users to comment on Facebook postings or Tweets
from links inside emails.
4
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10. Offer a social media connection option on your
email unsubscribe page – the unsubscriber
may still want to stay in touch but not via that
particular channel.
5
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11. Click bait
When running promotions, free guides, competitions or surveys
via social media, request that email subscribers verify their entry/
download, plus offer an opt-in for receiving regular email newsletters
and updates.
6
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12. www.adestra.com
Monitor what’s popular on your social media
channels. This can offer insights into what to focus
on in your next email.
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13. www.adestra.com
Lazy bones
Don’t simply cut and paste
headers and content from
your emails into your social
media feed. This looks lazy
and unfocused.
Be dynamic and embrace the
strengths of each channel.
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14. www.adestra.com
“And here is the news... ”
Promote your emails/newsletters on your social media platforms –
but find innovative ways to do it that are suited to the particular
channel. For instance, marketer Chris Brogan uses an effective,
personable video-based shoutout on his Google+ page that promotes
his highly-subscribed email list.
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15. www.adestra.com
Promote your emails and their content across all
your social media channels. Encourage people to
make the crossover and embrace both channels.
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16. Bring your social and email channels together
Remember:
Be sure to target your messaging, whatever the channel.
Offer readers the ability to interact with you and share your content easily.
Integrating email and social media marketing is vital to ensuring consistency
across the two channels.
Each can inform the other in terms of content, information gathering and
branding, creating a symbiotic, co-nurturing relationship.
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17. For more information on how to
boost your marketing strategy,
download our free eGuide:
Anatomy of the
Successful CMO of the
Future: Characteristics
and Behaviors
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Download Now!
Anatomy of theSuccessful CMO of the
Future: Characteristics
and behaviors
www.adestra.com