More and more organizations are looking to use social media outlets, such as Facebook and LinkedIn, along with email marketing campaigns to announce events, promotions, or other similar efforts. And while in principal this seems like a good idea, there are a few things to watch out for:
- Cross Post — Carefully. Many of your audience (followers, members, friends, etc.) obviously follow you on at least one of these platforms … and it’s entirely likely that they follow you on more than one. Don’t bore them with the same exact message. Give them an opportunity to find some new information on the various platforms you post on. However, make sure your core message stays the same.
- Plan when your messages will go out. When you are sending a message via Facebook or LinkedIn, you are giving up a lot of control as to when and how your messages will be received. Your audience can choose to receive email notifications daily, weekly, or not at all. Thus, make sure you allow for plenty of time for your message to get to the right people.
- Stagger your delivery. If you plan on announcing your upcoming event through email, Facebook, AND LinkedIn, be aware that many people are on all three, thus, they’ll see your message at least three times. While this can be a good thing, it can also overwhelm the recipient. Time your releases so that the first announcement goes out on say Facebook, followed a few days (or perhaps a week) later on LinkedIn, then a little while later via an email marketing campaign. This will maximize your visibility without overwhelming recipients all at once.
There are still a lot of ways you can incorporate social media to email marketing. These are just the basics that anyone can do that can produce amazing results.