Email Marketing and Social Media – Does Facebook Kill Email Star?

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Since the rise of social networks, the end of emailing has been heralded as the chronicle of a death foretold. It was said that first young people and later all Internet users would stop communicating via email in order to do so with social networks that are much more participatory and open; “comments” on Twitter and “likes” on Facebook would replace the inbox. However, that has not happened; rather, we are witnessing the birth of a beautiful friendship and to prove it, some data:

The more active a social media user is, the more time they spend reading emails, as shown in the graph from the Nielsen consultancy.

By age group: Activities carried out in the last 24 hours and according to e-marketer:

1st.- Watch more than 1 hour of TV2nd.- Send or read emails3rd.- Read a newspaper4th.- Watch videos online5th.- Upload a post6th.- Play a video game

How information about brands and products is shared

1. Calls or comments in person 70%2. Via email 40%3. On the website where they are sold 25%4. Through posts on Social Networks 20%5. Comments on forums 10% We can therefore deduce that email is not dead and that what is being generated is a link between both media.

How to collaborate:

1. Include “follow me” links in your emails. 2. Add sign-up forms to african mobile number your Facebook, LinkedIn, etc. page or profile. 3. Link social networks to your emails. 4. Include buttons or links so that recipients can share your emails.

This collaboration can be beneficial in 3 aspects

1. They increase your presence on social media by making it easier to publish your news, newsletters, offers. Ultimately, they generate virality.


2. They generate traffic from social networks to your website.

Marketing Serpa published the results obtained by Smartbrief, which integrated its Email Marketing campaigns with social networks, through direct links included in emails to share information of interest with friends and colleagues on Twitter, LinkedIn or Facebook.

Visits from Twitter increased by 1,680%
Visits from LinkedIn increased by 2,070%
Facebook visits increased by 1,351%
3. Increase your open and click rates

Click-through rates for social sharing are 25% higher than previous “send to a friend” email rates.

Once the benefits of combining social networks and email marketing have been understood and proven, here are some tips for linking social networks and email marketing:

1. Identify the Social Networks where your recipients are most active.

2. Decide whether they can share all or just part of the email using clearly identifiable icons.

3. You can start with the most active segments on social networks and then expand.

4. Quantify the use of social media link buttons through the reports provided by email platforms and control access to your website from the social networks to which you link your emails.

5. Browse the networks where your posts have been posted; you can find out a lot about your contacts' interests in them.