Email marketing has been around for a good while now. Long before social media entered the online marketing space, email marketing was perhaps the most common mode of online marketing.
In spite of its disadvantages, it still continues to occupy a place of importance even today as a tried and tested tool, while social media still remains unexplored and its ways and techniques are still being tried in order to realize its full potential. Though different in their entirety, email marketing and social media can be combined to get great results.
Email marketing is often used synonymously as explicit promotion and advertising of a brand, which puts off potential customers. This is where content comes into play and is a critical factor. Email marketing should be used to inform and educate customers and not be a direct sales pitch. This subtle difference could lead to complete failure or success of the brand. Hence email marketing can be considered successful, only if this balance is maintained.
Now coming to social media, content here too is prime. But social media calls for a one on one interaction and immediate responses with your customer base. Content here too plays a very important role. Take time out to decide what you want to share with your customers and make posts accordingly. The responses you get will give you a fair picture of what your customers expect. These responses need to be categorized and then analyzed.
For both of these to be successful, it is most important that you have an effective content strategy in place. This will help you incorporate the benefits of each of these tools and get you maximum traffic to the desired website. Content is the common thread that binds email marketing and social media together. All your digital activities will revolve. I would like to explain this with a very simple example. You can ask people in you mailing list or those who subscribe to your newsletter to like your Facebook page, or follow you on twitter and may be offer incentives if they do this. You can also mail them about contests on may be Facebook or Pinterest or send them the link to a video that you have posted on your social media sites, making email marketing and social media a potential marketing mix for all businesses.