5 tactics to integrate your email marketing actions with Facebook and Twitter

 
1. Increase the list of opt-in emails through social media.
Not all users who follow us on any of the social networks in which we are present, have opted-in to the email marketing programme. Therefore, social networks are an interesting source to increase email marketing lists. Keep in mind that without the opt-in, we will not be able to launch specific campaigns and offers (targeted) to each user.
We can convert Facebook fans into subscribers by including a sign-up form on our wall. In the case of Twitter, we can regularly tweet a request for our followers to subscribe to our email marketing programme by posting a short link to a sign-up lead page. Another tactic to convert followers into subscribers is to publish valuable content, such as white papers, eBooks or other information and spread it on Twitter. Users who want to access the content will be asked to opt-in. This same tactic is very beneficial when the company is present in a Linkedin group. If the discussion we initiate and the content offered is of value, we will achieve a large number of registrations.
 
2. From Forward To a Friend (FTF) to Share With Your Network (SWYN)
We can take advantage of the dissemination capacity of our registered users to reach a wider audience. Thus, by including a widget in the email, we can have the content published by the user on their wall or tweeted, that is, shared among their network of contacts.
Once we have identified the most active users on our lists, we can establish specific communication strategies for them. Bear in mind that they are users with a significant capacity to prescribe and influence.
 
3. Make a subscribed user a follower on social networks.
Another alternative is to include "follow us on..." buttons in the email. In this way, those users who are already registered in the email marketing programme but do not yet follow us on social media, will have the opportunity to do so.
 
For these actions to yield good results and to do so in a sustained way, it is essential to indicate the benefit that becoming a fan or follower will bring to the user. To do this, we must have established a specific content and communication strategy for each channel.
 
4. Collect information about which of our users follow us on Twitter or Facebook.
When a user subscribes to our email marketing list, we can ask them if they also follow us on any of the social channels where we are present. This information will be useful because it will allow us to segment the database according to the level of engagement. Users who follow us on social networks and are also registered in the Email Marketing programme, will be the ones who are more linked to the brand, then it will make sense to develop specific communication strategies (advocacy, MGM).
 
 
 
5. Incorporate content published on social networks in our emails.
The greater the identification of the user who receives our email with the proposed content, the better the level of linkage between the user and the brand. One tactic to achieve this identification is to include content created by the users themselves in the email. For example, we can carry out interviews via Twitter or Facebook with the most influential users or those whose opinion is respected.