Integrating social, mobile and email marketing efforts can be complicated, but it's increasingly important for marketers that want to connect with customers and prospects.
With the adoption of smartphones soaring—passing 50% in major markets around the globe, according to recent eMarketer research—marketers that don't have a mobile email strategy could miss opportunities because email still drives so many other marketing channels, including social.
“There's a direct correlation between sending email and driving social engagement via mobile,” said Dane Atkinson, CEO of SumAll Inc., a business analytics provider for the small and midsize business market. “It's imperative to spend some of your email cycles on social services to make them all part of a retained loop.”
Here, Atkinson details three ways to better merge your email, social and mobile strategies.
A March IDC study sponsored by Facebook (“Always Connected: How Smartphones and Social Keep Us Engaged”) found that 70% of study respondents use Facebook Mobile, with 61% reporting daily use. Sending updates about your Facebook or other social media activities via email gives recipients another way to interact with you. “Then you can even create a new email list comprised of Facebook fans, since you know they are highly engaged with your brand on multiple levels,” Atkinson said.