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4. Cross Promotion:
Multi-channel marketing has been around
for hundreds of years, but the digital world is
making it even easier.
Consider this example: Brand X promotes a “buy
one get one free” offer via on its Facebook Page
to its 250,000 followers.
Emails promoting the deal go out on Tuesday,
Thursday and Sunday to its 2 million subscribers,
driving traffic to the Facebook Page. As a
result, Brand X gets many times the coupon redemptions
a social-only approach would deliver.
5. Reach:
While some brands have more than a million
“Likes” (formerly known as Fans) on Facebook
and hundreds of thousands of Twitter followers,
many are still in the tens of thousands in these
two kings of the social world.
These same brands might have 10 to 100 times
these numbers in their email databases. Although
social networks are growing as marketing
channels, your brand might never reach the
same number of customers and prospects that
you can contact directly via email.
6. Conversion/Nurturing:
By its very nature, social communication has a
greater personality, human and conversational
element. While better email programs mirror
social messaging in these areas, email continues
to be the channel consumers prefer for promotional
messaging.
Because of the ability to target, use dynamic
content and put consumers into nurturing
programs or tracks, email will continue to be the
more successful channel at producing profitable
conversions.
7. Share of wallet:
Increasing lifetime customer value is a primary
marketing goal for most companies. The keys
are increasing loyalty – share of wallet and repeat
purchases – at higher margins than less loyal
customers.
Email is the only marketing channel that can leverage
customer data and targeting technologies to
drive these activities and build higher LCV.
8. Channel Preferences:
I’ve become a Facebook fan of Chipotle. I use its
iPhone ordering app, and I’m becoming a frequent
customer.
Naturally, I signed up for Chipotle’s emails, once I
tracked down the opt-in page. I’m still waiting for
those.
Because I’m in an older demographic, I check my
email more frequently than my Facebook feed.
Others like me, equally avid users of social media,
also will prefer to receive certain types of communications
from specific brands in email.
Those message types might vary dramatically. But
brands that don’t offer the choice via preference
centers will miss opportunities to touch customers
and prospects, consequently leaving money on the
table.
9. Dual purpose:
Email and social work together to grow engagement
in each channel. Email messages themselves
can be designed to encourage social sharing and
to build the company’s social following. At the
same time, the social channel encourages opting
in to the email program and amplifies email
content.
Marketers who can upgrade their email programs
will find “mocial” won’t kill email. Instead, it can
shift broadcast-type messages to social channels
and clear the way for email to live up to its promise
as a highly targeted and one-to-one messaging
channel.
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