said 1 year, 4 months ago:
@atlantarobin Well Robin, my experience in the past two years experimenting combining email + social media tends to back the findings from the econsultancy post.
In my previous role, heading marketing & communications for a ski resort, we had developed a pretty extensive inbound marketing approach. Our email blasts would go out to a base of more than 20,000 avid skiers, snowboarders and outdoor lovers. Once we had built a thriving Facebook page, with over 10,000 engaged fans, created a dedicated Youtube channel and started a corporate blog, we started cross-referring these channels in our communication tactics.
To give you an example: you send out a newsletter (email) to the base, with editorial content, and it would get CTRs of anywhere between 3-10%, depending if we featured a promotion, ran a contest, etc. But as soon as we’d feature a video from our Youtube channel, bam! You’d see CTRs that could go as high as 15-20%. Same if we ran a promotion, which was linked to the Facebook page, the email performed well-above average.
To me, it’s making sure email is part of your overarching online brand eco-system, having a link to your SM in your emails, and vice versa: that is, you should also grab some email data through other channels, on site, via mobile apps, on Facebook landing page, etc.
That’s my gut feeling explanation