Don't you think social media will take over email marketing?

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Email marketing provides numerous ways for businesses to connect with their customer base. Options include sending out newsletters, press releases, and incentives that will attract traffic to a website, like discounts on services and/or products. This marketing activity can be expanded by taking the message to a social media platform like Twitter – one that will likely see an email campaign distributed beyond the company’s mailing list. A campaign certainly reaches your email subscribers and can even be forwarded to friends and colleagues; however the message gains real momentum when a company’s subscribers retweet the news to their followers. This ripple effect then becomes never ending.

Using sites like Facebook and Twitter are good ways to attract potential new subscribers to a company’s website. People might not necessarily expect to read company information on a site that is not directly related to business networking, as is the case with LinkedIn. Or course, it is still important to take full advantage of the audience that LinkedIn attracts. Stepping outside a familiar environment breathes new life into a company’s message and makes people, especially potential subscribers, take notice.

Combining social media and email marketing is also a good way to distribute information without unintentionally bombarding customer with emails. Where it would probably be frustrating to come into work and discover multiple emails from the same company in one’s inbox, social media followers want to know what a company is up to. Posting several tweets throughout a day is typical, as is sharing items on your Facebook wall. Mixing things up is especially important on these sites; linking to a number of different items – within reason – will attract different groups of people and help spread the word about a company’s latest news.

New social media sites continue to appear, giving businesses the chance to connect with their target audiences from multiple avenues. Key to a business’ success is awareness of their audience’s needs. While one organization might benefit most from sharing their news on Twitter, another might have the best response from Facebook.

Irrespective of which platform might work for you, it’s paramount for a company to create a healthy relationship between email marketing and social media; together, these two marketing methods will generate a powerful awareness about the company’s products and services while keeping the company connected to both existing and potential customers.

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