Email Marketing Strives to Compete with Social Media

71% of email marketers say competing with social media for readers’ time and attention will be a top challenge.

This is despite the fact that “social media use makes people consume more email, not less,” according to Nielsen.

Email and Social Media Shouldn’t Compete — They Should Team Up

A few thoughts immediately jump out at me:

• If you’re afraid of losing audience to social media, why aren’t you using social media?
• Why are you so reliant on one marketing tactic?
• Is your email marketing social media ready? Does it include “Share with a friend” or “Post to Facebook” links?
• Could you upgrade your marketing plan so email and social media work in harmony?

Social Media is No Quick Fix for an Ailing Email Marketing Program

Social media has its own challenges. Many of them are the same challenges email marketers face:

• How do I deliver highly relevant content to my audience?
• How do I measure ROI?
• How to I get people to opt in?
• How do I avoid the perception of being spammy?
• How do I convert followers into actual readers? (Or better yet, customers)

What Social Media Can Do That Email Rarely Does

Social media can do one thing really well that email can’t: Let your audience create the message.

WHAT?!?!

Yes, you heard me. Let your audience community shape your message. You’ll be amazed by the feedback and insight you’ll get, and you’ll build deeper customer loyalty as customers begin to feel invested.

• Instead of creating a discount/promotion…ask your audience what they want.
• Instead of writing e-newsletters about you…write blog posts about them.
• Instead of telling them what product they need…find out what they’re really wrestling with and connect them to solutions.
• Instead of conducting an email survey…listen to them via social channels, engage, probe deeper, and listen some more.
• Instead of building a database…build relationships
• Instead of trying to grow your audience…help your satisfied customers grow their audiences.

How Social Media Feeds Email Marketing

Here’s the pay-off: Social media users are more likely to consume email (Remember the Nielsen report). Engage with your audience via social channels — everywhere. Daily. Become an unforgettable member of their social fabric.  Be less of a brand and more of a human.

You do all of that, and your email situation will take care of itself.

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