Email & Social Media... A Match Made In Heaven

1st November 2012 By Louise Stephens in Strategy

When I am out and about I get asked all the time… What is the point in including social media links on my emails?

The answer is very simple, why would you miss an opportunity to get your audience to do some of the leg work for you?

The theory behind email sharing through social media is a very simple formula:

I send an email campaign out to 2,500 contacts… 4 people share it through Twitter and 2 people through Facebook… the people who shared it on Twitter have a combined follower group of 850 and the people on Facebook have combined ‘Likes’ of 620… Meaning that your total potential outreach for this 1 campaign is: 2,500 + 1,470 = 3,970 almost double the coverage you started with! 

To go one step further, the next likely step for that ‘social audience’ will most likely be to visit your website… yes? What is the first thing they see when they land on your home page? ‘Sign up to our emails!’ turning your ‘social audience’ into subscribers. All this occurs whilst you are getting on with your day!

Still not convinced?
Time to get techie!

Eye tracking technology also illustrates the need for social links too, have a look at this image:

Eye Tracking You will see a very clear ‘F’ in the tracking highlighting where you should be putting your key information, however did you notice the heat at the bottom right of the page? Is this not where most of us put our social media buttons? 
Your audience is actively looking for your social connections, if they are not there then you are not meeting your audiences expectations and could miss out on potential returns.

My third and final point to make on this (before I let you go off and sort out your Twitter page!) is the influence mobile and tablet devices are having… With 67% of all people with a smartphone using it to check emails (Econsultancy: Email marketing consensus 2012) people are already online most likely killing time on the train or between meetings therefore more likely to visit Twitter, Facebook, LinkedIn etc… as it is far more accessible through their smartphone or tablet.

Ok… Point made I think!

If you would like to find out more about the importance of using social to boost your email campaigns join us on our next leg of our roadshow, venues and dates are available on our ‘Events’ page.

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.