Deploying Social Tactics to Deepen Your Subscriber Relationship
In the ever-evolving landscape of email marketing, social media is playing a more integral role in the subscriber relationship. It’s critical that we as marketers learn to use our email marketing programs to deploy effective social tactics that respond to the customer life cycle and engage beyond the first click. In this whitepaper, we will outline five tactics to leverage in your email strategy today to drive impact from the basics of social sharing to advanced mechanics such as social shopping.
Whether it’s implementing social content in your email marketing or utilizing social channels to deepen the breadth of your customer service, it’s important to identify how your customers and prospects identify with your brand and drive tactics that facilitate immediate engagement.
Is Social Necessary?
The reality is that implementing social media tactics into your email marketing mix shouldn’t be done simply because everyone else is doing it. Depending on your business objectives, deciding how and when you will use this mix is critical. In addition, it’s imperative to ensure you have the appropriate resources. Here are a few questions to ask yourself:
1. Do we have “share-worthy” content?
2. Can we measure the impact?
3. What kind of content/offers should we develop that give subscribers value?
After you’ve answered these questions and believe that social tactics will deepen the subscriber relationship, it’s time to begin defining how you will integrate social into your email marketing mix.