Email marketing and social media work hand in hand with each other. As with all other marketing channels you need them to be in sync to work best.
I see three main ways in which email marketing should be integrated with social media to ensure thay are mutually reinforcing (now you understand the triple play reference!)
1. On your email newsletter, your readers should have the ability to post a link to your newsletter on their social sites. The Share with Friends type of approach is essentially viral marketing. It can put your content in front of audiences that you normally don't reach. To fully maximize this extra reach you need to make sure that these people can easily opt-in to receive your newsletter so they don't have to wait for their friend to post it.
2. You obviously want to promote your organization's social sites, but you don't just want people to stop by, you want them to become a Fan or a Follower. So your emails, should have a link for your email newsletter readers to become a Fan (the equivalent of opting-in for email).
3. Your email newsletters have a wealth of information, so you should also make sure that you are posting links to them so your Fans can stop by and see it.
There are a ton of other ideas for email and social interactions that will be featured in an upcoming Informz white paper by our eMarketing advisors. Stay tuned for that!
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