There are a number of key takeaways from integrating social media and email. Embarking on these integrated campaigns makes it easier for companies to share information with specific users and buyers. However, companies want to avoid spamming their users with useless information. Always test, measure, and refine email campaigns to:
- Narrow the focus on the campaign
- Determine what is relevant to information users
- Identify key influencers and users that share information regularly
Once companies have refined their integrated email marketing campaign they will see an increase in their click-through rate using social media than traditional email forward rates. While the average email campaign has a click-through rate of less than 5%, integrated email marketing campaigns have click-through rates of greater than 25%. This is a significant increase.
Companies will also see performance increases in other key areas. More than 80% of companies believe integrating social media with email marketing expanded the number of users that received their email, with half increasing the volume of their email list.More than one-third of companies generated more qualified leads.And, more than half increase their expected ROI on their email marketing campaign.