A survey from McKinsey & Company states that email is nearly 40 times more effective to acquire customers than social media (Facebook and Twitter combined). The reason the old email wins is because 91 percent of all US consumers still use e-mail daily and people who click through email are estimated to be at least three times more likely to buy something than that of social media.
But that doesn’t means you need not focus on social media anymore. In fact, the best way to engage your customers in a better way is to integrate email and social media. Emails that include social sharing buttons have a click-through rate 158% higher than those that don’t. People want to share good content, and by adding Twitter and Facebook links to your newsletter, readers can easily share your content. So, make it easy for them to share your content by sending email campaigns integrating your social media icons. The most common way of doing this is to place your social icons in either the header or the footer of your email template. But there are other brands who are doing this in an innovative way to extend the potential reach of their emails.
The European design store’s email is beautifully designed with links to its social media channels to build its community. The email also includes a link to its catalog & other useful resources.
The designer fashion store appeals with a beautiful email and strong CTA’s to get the users to be a part of their social media community. The footer also includes links to their social media profiles.
The fashion retailer New Look has highlighted the social element to engage their subscribers right through their subject line, “Are you a social butterfly?” The email template includes each of their social media channels with a tailored image and the footer includes the social media icons in a way that’s hard to miss.
The men’s fashion store goes a step further to engage their subscribers and get them to be a part of their social media community. Besides including the icons in its pre-header as well as footer, their email template includes a hashtag to participate on Twitter and Instragram to win some cash. The email also includes a video to explain the social media contest.
The fashion retailer asks its subscribers to connect with them on social media with a dedicated social email. The template is clean & simple and lists all of their social media platforms with a clear CTA.
Uncommon Goods is known for their awesome email marketing campaigns. This social email is another one of their top rated email campaigns that is designed to increase social media engagement. The email lists goods you’ve liked, commented, coveted or shared across their social media profiles thus helping you to recall without being too salesy. The unique template also highlights the most popular community-voted goods to induce more involvement. The online retailer promotes “sharing is caring” through a creative email template.
Home Depot’s email convinces the subscriber to stay connected by listing out the benefit in short & concise message right at the start. Besides the email lists all the retailer’s social media platforms with a short description about what type of content the subscribers will find on each platform. The retailer has also included an additional board to promote its on-site community “DIY forum” in the email.