Social Media Monitoring and Email Marketing - 4 Ways to Make Them Work Together

Social Media Monitoring and Email Marketing: 4 Ways to Make Them Work Together

In today’s day and age, brands are forever seeking new ways to engage with their audiences. This was

In today’s day and age, brands are forever seeking new ways to engage with their audiences. This was quite clear with the onset of COVID-19 when most businesses decided to go online and optimize their purchasing lifecycle.

However, going online meant that businesses needed to come up with new ways to bond with their audiences and approach them with something more than just their products.

Which is why the combination of social media monitoring and email marketing became as popular as it is today.

These two can be two powerful tools that can engage your audience and help you create a more holistic approach when it comes to reaching and nurturing your target audience.

Now, let’s see how you can combine the two.

Why Invest in Social Media Monitoring?

Social media monitoring is essentially a set of specific strategies and tools that allow brands to navigate how users perceive them throughout their social media life.

Social media monitoring is different from social listening. While social listening explores “why” customers behave in a certain way, social media monitoring on the other hand answers “what” audience wants from your brand.

With the expanding social media analytics market that is anticipated to almost triple to $9.3 billion by 2026, it’s evident that businesses are investing heavily in social media monitoring to understand online consumer behavior.

The reason for this surge is clear: on average, individuals spend a significant 2 hours and 27 minutes daily on social media platforms.

This extended engagement means a vast amount of data is continuously generated, providing invaluable insights about consumer preferences, social sentiments, and trends.

Monitoring these platforms allows businesses to be proactive, responding swiftly to customer feedback, mitigating potential crises, and identifying opportunities for engagement or product improvement. But it’s not just about the present moment.

Connecting to email marketing, the insights gleaned from social media monitoring can enrich email campaigns.

By understanding audience sentiments and preferences on social platforms, you can craft more targeted, relevant, and impactful email content, resulting in higher engagement and conversion rates.

If you haven’t tried social media monitoring yet, you can start with Mentionlytics, which is a powerful social media monitoring platform that gives you real-time alerts and insights into your online presence.

Want to give it a free try?

Try Mentionlytics for FREE

Why Invest in Email Marketing?

On the other hand, email marketing is one of the most fruitful channels historically, providing a steady and measurable ROI:

Email marketing ROI

Source: k6agency

Of course, email marketing won’t bring about that type of revenue all on its own. It’s all about creating content your users can form an emotional bond, creating newsletters that recipients can understand, and using all data to your advantage.

Countless brands have decided to invest in email newsletter software that can help them boost their email marketing game with segmentation and personalization abilities, but only a few use data from their social media monitoring efforts to enhance their messaging.

While it’s not unheard of, sometimes brands are a bit hesitant to use data from their social media monitoring efforts as tools that will help them segment and personalize their email marketing messages.

This is why this post sports a compilation of ways you can get ahead of the competition by doing just that.

4 Ways to Combine Social Media Monitoring & Email Marketing

Boosting your email marketing efforts with social media monitoring is something that most brands don’t go after, even though it seems like the obvious choice.

Let’s see a couple of methods that could make a difference to your email marketing campaigns.

1. Identify Your Audience’s Social Media Habits

Each audience has a different way of using and understanding social media. This has to do with various demographic and psychographic data.

Demographic vs psychographic

Source: foundr

Utilizing social media monitoring tools to gather data on user behavior will give you a lot of insight that will help your email marketing campaigns down the line.

It will allow you to understand which platform your target audience frequents the most, what type of content they engage with, and when they are most active. This information will help you tailor your email marketing campaigns to align with their preferences.

An audience that is highly interested in online business ideas to make money will frequent relevant pages and social media groups. This gives you more insight into the type of content they’d like to receive.

If they seem more interested in reacting to Instagram reels, perhaps you need to up your game with short videos in your email marketing campaign. If they communicate through pictures, an infographic is what you need.

Generally speaking, identifying your audience’s social media habits is key to understanding the segment they fall under. It will help you create the exact type of message they want to receive.

2. Reuse Your Copy

As mentioned at the beginning of this article, social media monitoring is all about understanding the “what”. What is being said, what is going on with your audience, and what’s its behavior on each platform?

To understand that, you’ll need to keep in mind that when it comes to social media platforms, the organic reach is low – lower than what email marketing could ever see.

But what happens when a post has performed well, its content has been well-received generally, and you don’t want to use ads to promote it further? Even worse, what happens when you use ineffective ads?

A fantastic way to reuse your copy and bring some extra attention to your brand is to see how it performs in your email marketing campaigns.

Better yet, you can use copy and headlines intended for your social media posts in your email marketing campaigns first.

If you’ve already created your social media posts, just embed them into the body of your email and see how many extra clicks you’re going to get.

On the other hand, if your objective is to see how well your copy is going to perform in an email and then use it in your social media monitoring efforts, just A/B test it.

Use two variations that differ in a key aspect, use your email marketing platform, and test your copy. The best-performing variation should be the one to use on your social media efforts as well.

3. Encourage Social Sharing in Emails

Let’s assume that you’ve got a winning email marketing campaign with content that has amassed a great deal of email opens and clicks. Will you let this content go to waste?

The answer should be no. Take a look at how your audience reacts when you ask them to share your social media posts around in their personal pages or with your friends.

Check what they say about you when they do so. That data will give you all the information you need, to encourage the social sharing of your email marketing messages.

You see, turning a subscriber into a brand ambassador is easy and seamless if done right. Include social sharing buttons in your email templates, and allow recipients to post specific content pieces to their social networks and share them with their peers.

Take it a step further by incentivizing sharing. Offer rewards or exclusive discounts to subscribers who refer friends or followers to your brand.

After that, don’t forget to monitor the results of customer referrals using social media monitoring to track the impact on your social media engagement and email subscriber growth.

4. Use User-Generated Content in Your Email Campaigns

User-generated content (UGC) is a valuable resource for enhancing both your social media and email marketing efforts.

UGC engagement

Source: tintup

In a sense, social media monitoring creates and promotes UGC, seeing as it monitors what users say about you. So, make sure to use this to your advantage.

Encourage your social media followers to create and share content related to your brand in some way.

You can do anything from explainer videos to customer testimonials, and fun Halloween contests with a branded, dedicated hashtag.

Monitor social media mentions, gather your UGC materials like images, reviews, and testimonials, and leverage social media to create your next email marketing campaign.

Once you have collected all the materials you need, create visually appealing emails that feature your audience. UGC is a fantastic way to gather content quickly and use it in all channels, from your YouTube channel to your email marketing campaigns, but it does more than that.

It allows users to be a part of your brand, providing social proof and authenticity, which can significantly boost your email click-through and conversion rates.

The Takeaway

Utilizing social media monitoring and combining it with your email marketing strategy can provide numerous benefits. Enhanced personalization, increased engagement, and better conversion rates are simply some of them.

By identifying your audience’s social media habits, reusing content and constantly testing it, collecting user-generated content, encouraging social sharing, and continually optimizing your approach, you can create a seamless and powerful connection between social media and email marketing.

And as the digital landscape continues to evolve, mastering this integration will be a valuable asset for any business seeking to thrive in the online world.

Téa Liarokapi

About Téa Liarokapi

Téa Liarokapi is a Senior Content Writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas - and cats - to play with.