5 Strategies to Integrate Email & Facebook

Integrating social media is critical!If you’ve spent any time in the cross-media space, you know how important it is to integrate marketing platforms. But what does this really mean? Jay Baer from Convince & Converge recently hosted a webinar for Social Fresh on the benefits of email and Facebook integration. We like his ideas and wanted to pass them along.
Similar but different, Jay describes email marketing to be Madonna-like while Facebook to be Lady Gaga-like. Both pop stars, edgy, and important to the music industry, but one is old and the other is young. On the more serious side, Baer describes both platforms as trailing the relationship and not leading the relationship. Simply stated, we take action to “like” a page because we already like the organization.
Important Statistics:
44% of corporate social marketers look at Facebook as a way to get new customers
84% of company pages are current or former customers
Here are 5-Baer inspired steps on email marketing and facebook page integration:
1) Integrate email opt-in on Facebook. Use an app or develop a custom tab to allow Facebook friends to opt-in or opt-out of email. There should be a high percentage of overlap in your e-mail database and facebook likes. BTW, if you have a member log-in consider a social log-in. 77% of online buyers prefer.
2) Announce new services, products or promotions on Facebook before you feature in an e-mail newsletter. Your likes will appreciate the special treatment and see by your actions, that you sincerely value their engagement.

3) Request a share in an email. This means more than placing social media icons at the top of your email. Instead use a button that asks for the share. Hopefully we’ve moved beyond a simple presence on social media.
4) Feature Facebook comments in an email. Fans are typically more engaging on social media and speak more freely. Use these comments in your e-newsletter messaging.
5) Host a promotion or event on Facebook and drive traffic by inviting clients and prospects via e-mail. When used in conjunction in this way, the results can be extremely powerful.

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Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Adam Osterdock is ZOOM Media’s Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined Zoom directly after graduating from the Haas School of Business at UC Berkeley, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

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