You’ve painstakingly built a presence on social media and you faithfully send out emails to all your customers and leads.

1. Tell your Brand’s Story on Social & Email

2. You’ve painstakingly built a presence on social media and you faithfully send
out emails to all your customers and leads.
But are you doing all you can to make sure your messages hit their target
and work effectively for you?
Let’s take a look.

3. IS YOUR MESSAGE CONSISTENT?
Nothing undermines a marketing strategy more than inconsistent messaging.
Customers want to know what to expect from their engagement with you no matter
where it occurs. Does your contact information match across all social media
platforms? Does it have the same look at feel as your email campaigns? Is your voice
and tone similar on social media and email or does it sound like your content is
written by 12 different people?
Consistent messaging reduces consumer confusion
and protects your image. It makes you look
professional, sets customer expectations, and
conveys the perception that you’re committed to
providing the best customer experience at all
times.
Your message

4. IS YOUR CONTENT OPTIMIZED FOR MOBILE?
With over 200 million mobile users in the United States, mobile-friendly messaging is
compulsory for brands to stay ahead in a competitive marketplace. Most modern
content management and social media platforms are already equipped to help you
provide social content that’s optimized for mobile devices, but don’t forget about your
email.
According to a recent survey by Gartner, 74 percent of smartphone users regularly
check email on their devices. “If your email opt-ins or email marketing campaigns
aren’t optimized for mobile, you could miss out on up to three-quarters of your
potential customers,” notes customer acquisition expert Emily Dowdle.
“In order to improve your conversions and
click-through rates, your emails must be
easily read on mobile devices. Otherwise,
many your users won’t be able to interact
with your email marketing messages and
will either delete your emails or
unsubscribe.”

5. IS YOUR CONTENT OPTIMIZED FOR MOBILE?
There are several considerations to take into account when making sure your emails
can be easily read on smaller smartphone and tablet screens. Janine Popick, CMO of
Dasheroo, points out one of the most important things to consider. “Make sure the
links you have in your email direct readers to a mobile-friendly webpage. There's
perhaps nothing more frustrating for an on-the-go reader to click off an email to a
page that doesn't render correctly on a smartphone.”

6. ARE YOU RESPECTFUL OF YOUR CUSTOMER’S TIME?
Speaking of frustrating, be sure you aren’t accidentally disrespectful of your
customer’s time by flooding their inboxes and social feeds with hoards of messages.
People want to connect with their favorite brands over social channels and email to
stay abreast of sales and news announcements, or simply because they enjoy the
content. Like ice cream, though, it’s possible to have too much of a good thing.
Use marketing analytics to determine what types of content and delivery methods
appeal most to your customer base. Make sure to take care that your social and email
messages aren’t identical.
Take the time to craft your messages according to how
and where they’re delivered and don’t forget to take
advantage of the extra space and content delivery
options email affords. It’s a great way to offer
downloadable content and other marketing collateral to
customer as a perk for signing up to receive email from
your company.

7. Marrying social media and email is a terrific way to give your customers
extra added value with very little effort on their part.
Be sure to maximize the potential of both platforms to make the most of
your marketing strategies.