The Social Side of Email: Always Ask for an Email Opt-In

3-16-16-blogimage2Reaching fans for free on social media sites is more challenging than ever. That is why social-savvy marketers are using opt-in email to make the most of social media connections.

In the first half of 2016, organic reach on Facebook dropped by 52% according to a Marketing Land report.  This means that less than 2.5 percent of a company’s Facebook followers will see the company’s content on their Facebook feed — especially when the content isn’t delivered as video, Facebook’s preferred format.

That is why paid media is an essential part of developing effective social strategies. Facebook’s reach is unparalleled. You can target customers and prospects by hundreds of demographic characteristics, preferences and life events. Top companies on Facebook use paid media at a constant ratio — but they also create opportunities to interact with the company outside of Facebook, by leveraging email opt-in lists.

Email opt-in rates of 20 percent and higher are not uncommon when you leverage Facebook’s targeting capabilities for a social marketing campaign — and provide a cost effective means of building strong relationships with your best customers and prospects.  Personalized email content can be the most effective way to extend Facebook relationships. In five years, 76 percent of marketers see email communication completely personalized and 74% sees it still being one of the channels with the highest return on investment, according to Email Monday.

You can also import email subscriber lists on Facebook, Twitter, LinkedIn, Snapchat and Google to build subscriber-focused marketing campaigns, create custom audiences, and listen to the social conversations your subscribers are having on social network sites.

Social media communities aren’t an alternative to building a good email lists anymore, they’re an essential part of it.