Monday, August 3, 2015
Short term engagement. Future marketing success. You can break the effectiveness of any social media campaign into these two rough metrics.
If a campaign runs for two weeks, the first thing you want to see is an increase in your number of fans, impressive engagement and reach for your brand’s products and numbers that make the heart of your company sing.
Equally, how successful a campaign has been can also be measured according to the gains it’s delivered to the door of your company in the following months and years. The opportunity for data capture – specifically email lists – that a social media campaign represents is one of its most important aspects and, arguably, the most important part of the entire effort.
You’ve spent time and money collecting information from potential customers who are interested in your brand and could be ready to buy. Don’t ignore that information, even if nurturing it and making it work for you requires time and money.
But what are the next steps? How do you maximise on that valuable social media data collection?
Your list is unlikely to include too many spammy or duplicate emails, but people are known to enter competitions or giveaways numerous times to maximise their chances. Don’t let them add bulk to your mailing list for no reason; for one thing, it could be costing you extra money.
One way to do this is to comb through the list manually, removing duplicate or spammy emails. This shouldn’t take too long, and it’s certainly worth the time you invest in the exercise. Then again, if your list is 10,000 strong, you may not have the resources to clean your list manually.
In this case, you could try sending out a confirmation email to respondents, asking them to re-confirm that they want to receive communications from you. This approach might miss a few good leads, but it saves on time considerably.
Alternatively, audit your mailing list after you’ve sent out a few emails; if a subscriber shows no activity after 3-4 prompts then they’re unlikely to be of any benefit to your future marketing. Scrub them from your lists.
Targeted content is the lifeblood of any email marketing campaign. Without relevance your content is useless and, at worst, downright damaging.
Hit customers time and again with content they simply don’t care about and you’ll likely be looking at a low open rate, even lower conversion rate and depressingly high number of unsubscribers.
Thankfully, your initial social media campaign likely collected more information about a customer than simply his or her name and email address.
And even if it didn’t, it’s easy to segment a list by time zone once a subscriber has opened an email, and even easier to segment by gender. The last thing you want to do is market an item intended for women, to men.
Genuinely good mailing lists are marketing gold dust. Treat them as such. Nurture your list, but don’t smother it either.
Try thinking about your email marketing from a personal point of view, rather than a business one. How often would you want to receive emails from the same company? Every day? Unlikely.
Keep your customers warm and your company fresh in their minds, but don’t alienate them; they’ve already expressed the desire to engage with and perhaps make a purchase.
One approach that often proves effective is to start your email marketing with another offer or giveaway. Of course, that means further investment, but…
“You’ve got to spend money, to make money…”
Or so the saying goes. While not always the case, it rings true in this case.
Initial impressions are everything. Once that subscriber unsubscribes, that potential business isn’t coming back.
If you have any questions about how you can collect a database of emails from social media campaigns, get in touch with us today; firstname.lastname@example.org, +44 (0)1179 111 420.
Categories: Social Media Articles