It’s a bit scary, because most email is still of the “batch and blast” variety, and that dog will not hunt in social media, where the marketing is conversational and the name of the game is relevance.
But, assuming you aren’t looking at social media as a messaging venue, but rather an opportunity to learn about your customers, and for them to learn about your brand, tying your email and social media efforts together should be a 2009 prime directive.
Here’s 3 easy ways to do so:
1. Collect Profile Data in Subscription Forms
Offer your email subscribers the option of including their Twitter name on your subscription form. Something like:
“We care about our customers. Can we follow you on Twitter?” Please provide your Twitter name, and we’ll follow you ASAP. (We’re at @companyname, by the way)
2. Promote Social Media Outposts in Welcome Messages
When you send your welcome message after initial subscription (you ARE sending welcome messages, aren’t you?), include links to your various social media outposts. Carefully track which links get clicked, as it will give you an indication of which are most popular among your customers.
3. Social Media-Only Offers
If you really want to get a handle on which social media venues your customers prefer, and in what intensity, create an email that includes links to special offers or promotion codes that are shown only on your social media profile pages. Something like: “We’ve got incredible offers available on items we think you’d love. For details and promotion codes, visit us online on Facebook, YouTube, and Twitter”