ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Increasing Customers through Social Media Marketing & Email Convergence

Updated on September 15, 2009

Social media and email campaigns have both seen substantial growth over recent years. Although we may consider these two marketing routes as being separate streams along the same valley, they often maximize their individual effectiveness when merged into a single campaign.

Social media itself offers customers a chance to relate to you in an informal manner that builds trust and, with time brand association. This is all well and good and can be extremely beneficial to a business but it's when we see how linking this form of networking with your current (or new) email campaign thinking that the impact gets more interesting.

Placing social media links onto your company's email headers, footers and signatures directing them to interact with you is perhaps the easiest way to initiate this two-way flow. Website build ins and additional email links means that your communications grow to serve a dual purpose. They are now able to deliver both the original message as intended, whilst simultaneously building support for your company’s online community. And this is not the only way to merge e-mail and social media; the road goes both ways. Traffic can also be sent the opposite way by enticing people from social media sites to join your e-mail list. If your company puts out regular e-mails, such as a monthly or quarterly newsletter, you can use this content as a location to guide potentially interested customers through the learning process, gaining their trust and transitioning them into customers.

Give customers a flavor of your social media style in your emails, incorporating sections of your articles, blogs and tweets, followed by links to enable them to connect and become fans/follwers.  The important thing is to keep your content original and engaging - don’t allow yourself to become too competitive or predictive or you may lose your transitional momentum.  Remember that your existing customers already know about, and have an interest in, your brand, so build on this to create exciting and enticing content that will result in both social media and email list growth. 

With this in mind remember that the process works both ways.  Encourage people who follow you on social media sites to sign up to your email newsletters and monitor the increase in interest in your brand as a result.  Do this regularly and, over time, your list and orders will undoubtedly grow.

Integration of the social media experience into an e-mail campaign can be a crucial part of a successful online marketing campaign, providing you maintain your commitment and attention to the goals they are meant to achieve.

The most important fundamental of all is that of conversation, the formula and success story of all social media to date. Never before has listening and responding to customers been so vital to the way a marketing and brand messaging campaign is executed on a daily basis.  It is it's life blood and ultimately the key to your future revenue growth.


    0 of 8192 characters used
    Post Comment

    • profile image

      Dr Keith Michaels 

      8 years ago

      Great words! One of the best social media articles I've read in a very long time. I am currently reading your book and greatly admire your style Sarah-Jayne.

    • profile image

      Paul March 

      8 years ago

      Great hub - thoroughly enjoyed reading it, which is unusual for a technology article.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)