Email and Social Networking – Professional Marketing E-Magazine

A common mistake in digital marketing is managing email and social media channels separately.

These channels work better together and reinforce each other: The rise of social media is by no means the end of email marketing.

Why use social networks and email?

Social networking is becoming increasingly important in the uses of Internet users.

80% of French Internet users are registered to a social network (65% are registered on Facebook, 25% are on Twitter (8% of the world’s Twitter accounts are French), 25% are on Google+, 12.5% ​​are on LinkedIn, 10% are on Facebook Viadeo, 5% on Instagram).

Two thirds of subscribers use social networks daily, mainly via their mobile phones (for example, users spend on average more than 6 hours per month on Facebook).

For its part, email marketing allows for the authorized transmission of personalized and targeted messages with a great ROI and quality/price ratio.

Why do you collect them?

42% of daily social media users check their email at least four times a day, compared to just 27% of offline users.

These users are more likely to share the content of emails received on these networks, which increases the reach and impact of the campaigns (outreach).

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The average number of contacts on Facebook is 133 (on Twitter, 59 followers).

If those numbers seem silly, a doubling of contacts (one Facebook Internet user is a probability of 133 x 133 = 17689 contacts) and a six-degree rule of thumb shows that these numbers can get exponentially inflated.

Additionally, 75% of social media users say email is the best way for a brand to communicate with its customers.

Jean-Christophe Ferro, French Research Marketing Executive, Research Lab

Jean-Christophe Ferro, French Research Marketing Executive, Research Lab

One of the primary goals of integrating social media with email is to convert your social media contacts into email subscribers.

For what results?

This link allows to get the best marketing results, increase the number of his contacts, share his content, convert his leads, improve ROI, and relaunch previous email campaigns.

  • 38% of social media users are fans of at least one brand (50% like more than 5 brands)
  • 83% say they are usually customers of established brands
  • 35% have already posted a review on a brand or product
  • 38% consider reviews read on social media
  • And 16% became customers through content posted on social media.

How do you link emails and social networks?

This necessary integration can be summed up simply: each medium must be promoted through the other (social communication via email and email via social media)

To do this, you just need to add social sharing links in your emails and links to your social profiles in your emails.

You can also promote your newsletters and email campaigns through your social profiles.

Using the privacy of each social network, you can promote newsletters visually (using images or screenshots) via Pinterest, tweet promos, previews of your newsletter content (very effective in the form of “teaser”) or even contests.

Define the profiles of your contacts on social networks, this will allow you, for example, to share your newsletter in appropriate LinkedIn groups.

Finally, you can enrich your mailing list by converting members of social networks into customers.

To do this, you must convert your Facebook fans (using the registration form), Twitter subscribers (via direct or indirect approach content), and your LinkedIn contacts (by creating your group and posting your content there) into subscribers.

For example, to encourage a large number of unlocks, for greater media coverage, to drive more traffic to their site, and to attract the largest number of new signups to their mailing list, Cosmopolitan publishes “teasers” from its Facebook newsletters.

These are meant to spark readers’ interest and encourage them to check their inbox.

During the recent Olympics, they encouraged people they “like” on Facebook to sign up for regular electronic updates through a feature (the Facebook sign-up form) that automatically captures user details.

In conclusion, this link will allow you to obtain impressive results by disseminating your content further thanks to the access of social networks, but also to enrich your base of qualified contacts to send personalized and targeted messages, allowing you to build a stronger, closer and more lasting relationship with customers / potential clients.

Writer : Jean-Christophe Ferro, Director of Research Marketing, Research Lab Agency


Find the details of these tips in the Pure360 Handbook, Médiamétrie’s Annual Social Networking Barometer – June 2013, Agency Statistics 50A, Marketing Sherpa, Social Media Attitude – 2013 Edition – SNCD, Ipsos Global Public Affair Study – February 2012, InSites 2011 Study

(C) bad. Shutterstock – Hand Holding Social Network

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