Bronto Summit Thought Leadership Series: The Integration of Email and Social

Beth Perry, Content Marketing Editor

Bronto Summit is now just days away! We hope to see many of you in Miami, but we know not everyone can join us for the big event. So we thought we’d bring a little of the experience (and our speakers’ expertise) to you.

We approached some of the top commerce marketers who’ll be presenting and asked for their thoughts on a few hot topics and industry tactics.

Today’s topic: What do you think about the integration of social and email marketing? Have you found success with it?

BrettRudolphBrett Rudolph Director of Email Marketing and Native Acquisition, GlassesUSA

I think that email is an important way to engage your customers, but the nature of our strategy is very performance-oriented. Without a real way to track social “success,” it’s hard for me to actually gauge what it’s doing. I think that social-oriented emails definitely have a place in the cycle of emails, but it’s more a matter of the right message at the right time that makes it successful.

HollyWrightHolly Wright – Email Marketing Manager, Phoenix Direct

We’ve seen a lot of benefits to syncing up our social media and email efforts. The newer functionality for Facebook audiences has enabled us to create a whole new range of strategies for our clients. Using custom audiences, we can run ads reinforcing our email campaigns without having to send additional deployments and risk inbox fatigue. We have also experimented with setting up lookalike audiences to acquire new buyers and subscribers based on our best existing customers. When we run sweepstakes or other promotions with strategic partners to build our buyer and subscriber lists, we usually augment those campaigns with paid social ads as well. While most of our social media efforts revolve around Facebook, we also have some clients getting more into Twitter and Instagram. I look forward to doing more on those platforms as well, as their ecommerce offerings continue to mature.

XeniaWilliamsXenia Williams – Marketing Manager, Cartridges Direct

Social is very useful if the product being sold is something that the customer wants. We specialize in products that the customer has a need for, rather than a want. Our product isn’t exciting; it’s not something you can easily have a conversation about. We do use social where possible, but more often than not, it doesn’t bring in exceptional results.

FrederiqueMeijerFrederique Meijer – Ecommerce Marketing Manager, JOHNNY WAS

We spotlight our social media channels within our welcome and re-engagement series, and periodically within other marketing messages, to ensure that we’re getting existing email subscribers to engage with us on social channels as well.

We’ve only really started using paid social (specifically Facebook) for acquisition this past year, and we’re talking about adding some campaigns to drive email acquisition instead of direct sales. That will require us to re-envision our email program as more of an engagement channel and add more brand nurturing campaigns to target people acquired through social who haven’t yet converted.

We’re also looking at uploading what I call our “Ones That Got Away” segment (email subscribers that were valuable at one time, but are now un-engaged) as a Facebook custom audience to see if we can re-engage and win them back that way.

Want to hear more from savvy commerce marketers like these? Stay tuned for the next posts in our Bronto Summit Thought Leadership Series. And join us in Miami for Bronto Summit 2016! We have a great lineup this year – including Billy Beane, Executive Vice President of Baseball Operations for the Oakland A’s and creator of the Moneyball philosophy.

  • James Hughes

    Social media turns out to be a powerful marketing tool. Your product gets advertised through liking and sharing of consumer, who had enjoyed their purchase, in a speed you wouldn’t imagine.