The Range Blog » Display Media http://therangeblog.com Search Marketing in Our Words Fri, 23 Jul 2010 13:42:50 +0000 http://wordpress.org/?v=abc en hourly 1 Tandem Messaging: Email and Social Media Team-Up! http://therangeblog.com/performance-marketing/tandem-messaging-email-and-social-media-team-up/ http://therangeblog.com/performance-marketing/tandem-messaging-email-and-social-media-team-up/#comments Tue, 19 May 2009 17:57:37 +0000 Alison Childers http://therangeblog.com/?p=352 One thing I like about Shop.org is that there are always one or two sessions that really propose a cool idea or open an interesting debate. When I went this year to Scottsdale, the area I found most interesting tackled the question “is email becoming a victim of its own success?” I thought to myself…what does that mean really? Does it mean people are using social media to communicate instead of email? Or, could it be consumers are opting out of email because they are receiving too many messages? What I heard (and believe to be true) is that social media and email play well together.

The following data points help show how social media can augment email and how email can help build your social file.

  • Use a call to action in your email to build your social file.
    • Visit us on Facebook – become a fan.
    • Follow us on Twitter

      • Doing this can help build your fan base/reputation allowing you to influence your customers using a medium that is cost-effective. This will help boost brand awareness/morale, influencing customers to purchase at a time they aren’t necessarily looking to buy.

  • Cross Pollinate to build your email file.
    • Leverage social media through sweepstakes and promotional offers.

      • This is a great way to build your subscriber base, further increasing your new-to-file rates. Not only is this a low-cost way to acquire more names, but also helps build brand recognition.

  • Align your messaging
    • Social media provides additional channels for communication.

      • Use facebook/twitter to distribute your message (announce sales, in store events). This enables your fans/followers to respond and dialogue with your brand. You may receive additional feedback on products/offers that resonate well with your audience, helping to mold your promotional calendar, or product scope.

  • Social media is a bridge for cross channel communication.
    • Email has always been extremely segmented.

      • Through incorporating a social media component, you reach your fans and your brand/message goes viral…ultimately bridging the email segmentation gap.

In other words, while the two can exist separately, you’re much better off when they team up—it’s easy to cut through inbox clutter when you have a unified message across multiple channels, because people pay more attention.

]]> http://therangeblog.com/performance-marketing/tandem-messaging-email-and-social-media-team-up/feed/ 0