Put email at the centre of your social media strategy
1. Share your social networks in your newsletter
2. Let readers share your newsletter on their social networks
- Promote your company’s social networks in your newsletter. Do this by creating an email newsletter template with embedded icons which will automatically be featured every time you send your newsletter to subscribers. To see an example of this, check out our social networking links at the bottom left hand corner of this email.
- Don’t forget to post a link to the newsletter on your company’s social networks - you can do this at the same time as sending. Want to learn how to do this?
- Now that you have ‘splashed’ the content of your newsletter to inboxes and social networks everywhere, get maximum value from the content by ‘dripping’ individual articles, ie sharing the URLs to individual articles on your social networks before you send your next newsletter. Newsweaver’s microsite with its multipages allows you to share these specific URLs to articles.
3. Beyond the inbox – attracting new subscribers
- You’ve promoted your newsletter on your company’s social networks; now let your readers promote it on their social networks. Embed sharing tools in your newsletter so readers can share specific articles on their own social networks. A side benefit to this is that it provides another metric in the measurement of activity available to you. To see an example of this, check out the “Share” feature we’ve added to the bottom of this article.
- Don’t forget to include the 'Forward to a Friend' feature. This is the original social generator and it’s still around for a reason. Even if people use their own email software, rather than the newsletter 'Share' feature, it reminds readers that the newsletter is absolutely and unequivocally available for sharing.
- You’ve now reached far beyond the inbox which gives you the chance to reach new readers who’ve come across your company via social networks. Make sure you have a subscribe box built into your newsletter to help you convert these new readers into subscribers.
- Reap the benefits of all this sharing. Make sure you have a good opt-in form so people can sign up to your newsletter. Feature it on your website, your newsletter and on your social networks.
Written by denise cox
How to push your content socially using Newsweaver
Sharing is made easy with Newsweaver - so maximise your online exposure and push your content beyond the inbox...
Send and Share at the same time
When you press Send, you can immediately post to your own social networks in one swift move.
How to do this?
Watch this 5-minute video on how you can Share to your Facebook, Twitter or LinkedIn when you Send - or follow the steps outlined below.
1. Create a link between your Social Networks and your newsletter (click thumbnail).
2. Go to your Admin tab and make sure that the 'Socially publish during send' tickbox is selected (click thumbnails).
3. Then, when you go to Send, you will have the option of automatically posting to your chosen sites (click thumbnail).
If you would like further information please contact email@example.com
Case Study: Knuttel Prints monthly newsletter generates €10,000 in sales every issue
“Email and social media have proven to complement each other very well. Social networks are fantastic for building a fan base; but the money is definitely in our email list", Niall Newman, MD of Social Media Zen
Graham Knuttel is an acclaimed Irish sculptor and painter whose highly stylised original works of figures and animals in urban landscapes are highly sought after, including a new line of giftware featuring images of his most popular pieces. Knuttel wanted to drive online sales of this new product range. The company he worked with began by building a strong social media presence; and then launched a monthly email newsletter to drive sales - with fantastic results.
Niall Newman’s company (Social Media Zen) built an interactive and e-commerce enabled Facebook page for Knuttel. Once the artist’s presence online was established and growing, Social Media Zen then targeted these social networks with a monthly email newsletter to generate sales. However, the challenge was how to get email addresses to connect with these online fans.
Using subscriber capture-form code generated in his Newsweaver account, Niall created a sign up box on Facebook which automatically pulls new subscriber details from the form into the account. Niall says they attracted new subscribers by offering exclusive-to-the-newsletter competitions and discounts. “We find that 80% of the list growth is happening through Knuttel’s social media outlets”. Niall regularly posts on Knuttel’s Facebook, Twitter and LinkedIn pages about the newsletter – which generates at least 30-40 new subscribers within an hour of his posts.
Niall then worked with Newsweaver to build a newsletter template that showcases images of Knuttel’s work and helps drive sales on the artist’s website. To increase opens and clicks, Niall posts online that competition winners have just been announced in the newsletter. To further drive opens he creates urgency: winners need to claim their prize within 48 hours.
The email newsletter has proven to be central to the increased sales for Knuttel. Using social media and email combined, the opens and clicks have been far above industry average. They are consistently in the 60-70% range for opens and 40% for clicks from opens. But even more significant: €10,000 in sales has been generated directly from each mailing. Niall says “Email and social media have proven to complement each other very well. Social networks are fantastic for building a fan base; but the money is definitely in our email mailing list”.
If you would like to take part in one of Newsweaver's customer case studies please contact firstname.lastname@example.org.
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Written by denise cox
Free webcast, 29th Sept: How to make email the centre of your social media strategy