Integrating Social Media With Your Email Marketing

Even though Social Media has taken some of the limelight away from email Marketing, it has certainly not killed it off like many would like to believe. In fact email marketing is still very much alive and very effective.  Lots of businesses use both email and Social Media, but many treat these as separate channels often with separate teams or departments having ownership.  To leverage maximum effect from both channels businesses should be looking to integrate both.

The aim of any marketing message is to reach the widest possible audience, and integrating your email with Social Media gives the marketer the opportunity of extending your emails reach and us marketers all want more reach don’t we?

So how do we integrate Social Media in our emails? 

The following tips are simple and quick to implement for any email campaign you plan (in fact some of these tips should be implemented on every email your business sends)

Add Social Media Icons

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10 content ideas for email newsletters

As a Dive centre or particulary a resort one of the best ways to keep your customer relationships going is via email.   Hopefully you have already read my article about email content creations tips or you just want to get right in and start creating a newsletter for your store. To get you started I have 10 content ideas for a Dive centre to us and expand on.  These are not set in stone and can be used in any combination or amended as appropiate, but I hope they give you an idea of what kind content you could very easily be creating.

10 email content ideas to get you started

1. Showcase your employees
What are their certification levels, favourite products, dive locations or top tips for diving or shop products?

E.g. Which Dive computers do our counter staff use? Or Where did our instructor first certify?

2. Showcase readers
Got regular customers or dive club members using your products or taking part in your courses\events? What do they think?

E.g. My experience learning to dive with XYZ or Getting the more bottom time with my new XYZ wrist computer

3. Showcase resources
What other sites or tools would readers find useful? any new books or training materials released? Diving related phone APPs? Any reviews or trip reports on Dive spots?

E.g. Link to download free RDP app or New PADI encyclopaedia

4. Reviews
Simple. Reviews by you or your customers of products and services.

E.g. Our customers rate XYZ Masks

5. Be a futurist.
Make a prediction, how might things change over the next decade. Gear, training or Diving itself. This is also a great way to engage with customers on Discussion forums or social media. i.e. Tell us what you think plus a link to a Facebook poll.

E.g. Diving in 2020 or Full face masks the future of recreational diving.

6. Be a story teller.
We all have amusing or insightful Dive related stories or anecdotes think about the ‘And finally…’ sections on news bulletins. These add a bit of fun and a human touch.
Or if a story inspires you, then it will certainly inspire others.

E.g. How not to fill a tank or my first encounter with a shark or man overboard!

7. Share tips, solutions or how to advice.
You can offer advice and tips in 3 distinct areas:
i. Shopping and post sales experience
E.g. Should you buy a Wet or Dry suit or When is it time to replace your BCD

ii. Using a product or service:

E.g. How do I install the latest firmware on my Dive computer or what do you learn on XYZ specialty course

iii. Wider issues in Diving:
E.g. Project AWARE, tidy ups, Travel advice

8. Educate
Explain a Dive or product related concept or insider term.

e.g. What is a Jon Line or Hydrostatic testing what and why

9. Polls, surveys, feedback, reviews, competitions
Get your readers involved in Polls or surveys. Offer an incentive for participation. You can even use the results as content for future emails.

E.g. Drysuit vs Wetsuit or Mares vs Scubapro

Get readers to submit photos, videos, tips, product reviews, website reviews and use these as content. Offer a prize for contributors whose material gets used.
You can also encourage interaction with quizzes and competitions:

E.g. Submit your summer Dive photos and win 5 free refills or How well do you know your tables, take the quiz.

Read more about Facebook contests

10. Online events
Hold online events, like a webinar or Facebook Q&A with someone from behind the scenes

E.g. Join a live chat with a Mares Rep or Your questions on gear servicing answered by our technical expert.
**Remember to gain permission before quoting or using any customer’s material unless it was expressly submitted for use.   Consider adding a photo release form to your course sign up documents.

Creating Email Content Tips

The thought of creating a Monthly or even Weekly newsletter can be daunting, what do I say? What shall I talk about? Who is going to write all this?
By following some simple tips and planning this process should become a lot easier for you. With only a small bit of effort you can start to produce emails that are interesting and worthwhile for your Customers and definitely for you and your Business – Various studies have found email interactions to increase propensity to buy, in fact it remains one of the strongest methods to interact with your customers of all ages.

I’ve collated 5 Tips to help you start thinking about how to create good content.  You can also check out 10 email content ideas

5 tips for email content

 1. That gives me an idea! – keep a resource folder

Thinking up ideas for content is a creative task, and requires some thought.  You can help this by building content needs awareness.
As you go about your daily business, keep your content needs in mind. That way you’ll find messages, phone conversations, pictures, websites or customer conversations triggering a “that gives me an idea” response. You’ll need somewhere to store these ideas so make sure you choose something that works best for you and you are comfortable with, a notebook, postit notes or a file on your laptop.

Maybe your have staff or co-workers have ideas that they can share as well.   Think about how best to pool these, but keep it simple – its not about creating more work.

2. Use Analytics and research
You should have analytics in place, to measure your email and web interactions, which pages are most read, which emails get the best response, what are your customer profiles, what do your Facebook comments say, what keywords are people using to find your site? Use all these to pick product and service topics that interest your readers.
Use existing market research, social networks, discussion forums, customer conversations (on the phone or over the counter) to pick up topics, issues, needs and themes that will engage your audience.  You can also simply ask: conduct new market research.

In the long term the effort you put in here, will mean less effort and time wasted on marketing messages that lead nowhere for you and your customers.

3. What are others doing?
What are others doing, is it good? is it bad? You can learn from both. Competitors, Manufactures or Dive clubs: sign-up for their emails, get on their Twitter feed, check their customer forums or Facebook pages, check their content. It needn’t even be Dive related we all get email from many different companies: Amazon, ebay etc.

4. Talk to your store or training centre staff.
Don’t deal with your customers directly on a daily basis? Then who better to speak to than those that do, counter staff at the shop or an Instructor.
Instructors who deal mainly with your OWD candidates might have different views on customer issues, questions and interests and their views on your products and services then those that may deal with higher or more advanced level Divers.

5. Readers Choice.
A more advance suggestion. Allow users to select interests as part of the sign-up process. For example you could offer distinct categories: Special Offers, Courses, Dive Club events or Gear Reviews. A Special offers sign up might be a good prospect for a quick sale if the offers right and the Special offers list might be a good place to try out offers before publishing them to a wider audience once you know they work.

An Events list subscription might be a long term servicing and refill Holiday travel or prospect. Separate lists give you the ability to target you customer base much better, though it will not be suitable for all.