Sometimes one and one simply makes two. Sometimes not. And in the case of social email marketing, email marketing with a social media twist, definitely not. Some people think that social email marketing is simply a matter of combining two media to strengthen reach. But it’s more than that: it’s about cross-fertilization and being where people are.
It’s about customers and their preferences. It’s about touchpoints and about finding ways to use social and email to better understand our customers, offering them more choice and facilitating their multi-channel journey. People are not just part of an email list, readers of a blog, prospects, customers, Twitter users, etc. They’re all that and much more.
Social + email is also about using blogs and content (marketing) to get new email subscribers and to use social content, such as peer reviews, to improve efficiency of campaigns. It’s about customer-centricity instead of being obsessed by the latest channel in town. It’s about data we gather from different channels and we combine with other data to serve people better. It’s about the combination of social, email and CRM.
We’re not just talking about reach and what we want to communicate. People decreasingly trust you and your brand. They want you to understand them and offer information via the channels they prefer. They are at the centre of the marketing universe, not you.
Finally, it’s also about having a more ‘social’ approach to email marketing. We are not sending mails to email addresses. We are interacting with people.
In the end, it’s about common sense most of all and saying ‘stop’ to all those people shouting email is dead and all those who say social is nonsense.
This new blog is about social email marketing. And at the same time it’s about social media and about email marketing.
So: here you have it: three topics on my newest blog. It launched today, so it still needs content. And it comes with a brand new Twitter account with zero followers so far. However, at least now you know what you can expect here.