Supercharge Your Mailing List with Social Media

As a business which uses emails to connect with existing and prospective customers, you should develop a plan for growing your subscriber list. Social media presents a wonderful opportunity to connect with people, to get them interested in your brand, or deepen an existing relationship. In this guide we will take a look at how you can use social media to grow your list.


Why Social Media is Important

It's not all about cat videos and dry humor, social media is a tool that allows you immediate access to your customers, and many potential customers. You can grab their attention and start a conversation with them almost immediately.

Research by GetResponse shows that emails that include social sharing buttons have an average click-through-rate (CTR) 158% higher than emails without social sharing. The average CTR for emails without social sharing is 2.4%, and that rises to 6.2% with social sharing.

Social media sites like Facebook and Twitter have millions of active users, and the constant hubbub can be intimidating for brands. Where do you start? What do you say? How often do you say it?

If you break it down into smaller pieces, social media can be a lot easier to understand. Let's take a look at some of the basics.

Firstly, choosing which social media platforms to be active on is important, but there are so many that it can be difficult to decide where to focus your resources.

There are three main platforms that you absolutely should be using:

  1. Facebook
  2. Twitter
  3. LinkedIn

Once you've mastered these, you can start looking at other platforms like Tumblr, Pinterest, and Instagram.

Please note that Everlytic does not post images and videos to your social media account. We only post links to online versions of your email newsletters.

Facebook

With more than a billion users, Facebook is the heavy-hitter of social media. Many of Facebook's users like to click on links, read blogs, take quizzes, and watch videos. This is a large, engaged community.

When posting to Facebook, make sure you don't post more than a few times a day, and respond immediately to any likes, comments, or shares that you receive from your audience.

A link to a video on Nike's Facebook page has been seen by more than twenty-five thousand people.

A link to a video on Nike's Facebook page has been seen by more than twenty-five thousand people.

Twitter

Twitter can be overwhelming at first. If you have a busy feed, it's almost impossible to keep up with every post. As a result, a lot of brands miss out on a great opportunity to connect with prospective customers.

Unfortunately, there are a lot of brands on Twitter who blast constant adverts into their stream, completely missing the point on how to use this platform. The most effective approach to Twitter is to share interesting blog posts and news articles, along with an attention-grabbing image. In general, don't post more than 1 - 2 posts per hour, and don't post the same post twice, even if you have changed the wording slightly.

Hillary Clinton used this clever video on Twitter to grab attention.

LinkedIn

LinkedIn is a different beast altogether. It is less of a traditional person-to-person social platform, and more ideally suited to B2B users. Use LinkedIn to postiton yourself as a thought leader, an expert in your field. Because LinkedIn is used most by professionals, content geared to them is most effective: blog posts, news, and other articles looking at professional matters get top honors here.

A popular post on IBMs LinkedIn page links to an interesting talk about computing.

A popular post on IBMs LinkedIn page links to an interesting talk about computing.

Integrating With Everlytic

We have tried to make it as easy as possible for you to integrate your social media platforms with the system. You can insert social sharing buttons into your emails, and set up automatic sharing when you send emails.

Everlytic has an integrations wizard to help you quickly, and easily, link your account with Facebook, Twitter, and LinkedIn.

To integrate your accounts, click Settings > Integrations.

You can choose between integrating with social accounts, or with CRM products such as Salesforce and Shopify. Find the third-party you want to integrate with, and click its icon. A pop-up window will open asking for you to give permission for Everlytic to access the social app.

Follow the steps on screen to complete the integration process. Everlytic will retrieve a list of the pages/users associated with the account, and prompt you to select exactly which pages you want to link to the system.

Click Save once you have finished integrating your accounts.

Setting up your social media integration.

Setting up your social media integration.

Once you have completed the integration, you can easily post messages directly to your social platforms when you send them. You do this in the Delivery Options step of email composition.

Click the Social tab, then check the checkbox next to the social platform you want to publish the newsletter to. When you do this, a link to the web version of the newsletter will be published to your social feed.

Screenshot of Social Integration in delivery options for email.

Screenshot of Social Integration in delivery options for email.

Crafting Content

By far, the most important part of your social media strategy should be your content. What are you sharing, where, and when?

Not all content is appropriate for all social platforms. You need to carefully plan which kinds of content you'll be posting to the platforms you're active on. When you share your posts, don't share the exact same post to all your networks at once. Take the time to customise your posts appropriately for each network.

Create your own content for sharing on social networks, but don't forget to share the content made by others too.

Regardless of how great you think your content is, if it doesn't solve problems for your readers, by being informative and/or entertaining, they aren't going to read it or share it.

Make sure you keep your content non-promotional. We know it's tempting to directly advertise to your followers, but this is a sure way to alienate them. Social media is about being social. Connect. Show your audience that you have a personal side.

Facebook

Some good ideas for Facebook posts are blogs, videos, and photos. Whenever a follower comments on your post, make sure you reply quickly. Remember, social media is all about connecting with people. Humanise your brand.

Make sure you only post once or twice a day on Facebook. The worst thing you can do here is flood your follower's news feeds.

Twitter

As we mentioned earlier, you want to post links to interesting blogs and articles, paired with eye-catching images.

LinkedIn

We also mentioned that, on LinkedIn, you should share articles and blog posts with a professional focus. LinkedIn is frequented by business people, and thought-provoking articles are popular here. Show your readers that you have in-depth knowledge of your field.

Growing Your List

Okay, you've got a plan, started connecting with your followers, how do you turn that into email subscriptions?

There are a few simple things that you can do to grow your email list.

  1. Add an email signup link to your Facebook page, keep the signup form short and simple.
  2. When people first sign up for your newsletter, prompt them to follow you on social media on the confirmation page.
  3. Use social media to announce new, premium content that requires an email signup to access. This is known as email-gating.
  4. Include social media content in your emails, and add calls-to-action to follow you on social media.
  5. Share an incentive for newsletter signups, like contests, giveaways, or sweepstakes.

Measuring Your Social Media Engagement

Everlytic has built-in statistics to show you how many of your contacts have shared your newsletter via Facebook, Twitter, and LinkedIn. To access this report, follow these steps:

  1. Click Email > History.
  2. Find the email you want to check and click it.
  3. Click the Detailed Reports button at the top of the report summary.

The email Overview report will open. This report contains the social stats card.

SocialReport

Conclusion

For all its great potential, you have no control over what happens on social media after you share your content there. This is why it is so important that you use these platforms to grow your email list.

Your email list belong to your company, you have control over it, and access to it at any time. You can be more intimate with your audience than on social media, and they will welcome special offers.

Social media is important, but never forget that you are using it as a tool for your business.

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