Salesforce has just acquired cloud marketing company ExactTarget for a hefty $2.5 billion. Salesforce is known as a handy CRM tool and allows users to manage every aspect of their job right on their site. Allowing add-on applications, the tool has easily integrated into social media. New acquisition ExactTarget specializes in e-mail marketing. So, why are the 2 relevant to each other? According to Social Media Examiner, your social media followers make up a virtual database but your actual database is your e-mail contacts. E-mail is the glue that holds everything together, like your child’s school projects. While there are a ton of people on social, their usernames and presence are likely to change more frequently than their e-mail addresses, which are more constant.
E-Mail has been around longer than social media. For instance, You’ve Got Mail came out long before The Social Network. Even with the presence of social media today, e-mail drives 4x more conversations than social for e-commerce brands, as reported by Monetate’s Quarterly report. In Q1 2013, targeted e-mail content had a conversion rate of more than 3%, while social media trailed behind at only 1%. Furthermore, e-mail went beyond just its conversion to be responsible for the most page views on site. E-mail marketing is most used for customer acquisition, but it can also be a strong tool in fostering connections and conversations with you customers.
We all know the great power that social media possesses when it comes to connecting with customers. Content spreads like wildfire, faster than it ever has before. Social media gets the word out to thousands of people, especially through the ability to easily share content. However, e-mail content is just as easily shared. Forwarding an e-mail you received can follow a similar path as re-tweeting something, according to Examiner.com. Imagine how many people you could reach by marrying social media to e-mail.
Business 2 Community stresses that the need to incorporate social media into e-mails is crucial. Social media widgets are easy to insert to any e-mail you send. These buttons are key when it comes to engaging your consumers. If they receive an e-mail about a blowout sale, wouldn’t you want them to tweet about it? A way to encourage engagement through e-mail is to include a call-to-action. Let your customers know what you want them to do and they’ll follow suite. If your content has immediate social capabilities, you can see responses to your brand instantaneously. If you share the content of your e-mail, your audience members should be able to share it too.
E-mail and social media can make for a happy pair. The most important thing to remember is to communicate deeply with your consumers. Strong communication leads to a successful marriage.