Producing high quality content material takes time. And with companies stretched skinny, maintaining with the calls for of working a number of campaigns throughout a number of channels can simply go away you feeling pressured and annoyed.
However the wonderful thing about content material is that it may be repurposed. The content material you produce for social media can work superbly in your e-mail advertising and marketing campaigns too.
And we’re going to take a look at how content material repurposing could make your e-mail advertising and marketing even higher.
5 methods to make use of your social media content material in emails
1. Showcase user-generated content material (UGC)
Social media is a good place to seek out photographs created by your very personal prospects (often called user-generated content material or UGC for brief).
If you happen to promote a bodily product, comparable to a clothes model or homeware, there’s likelihood that loyal prospects may {photograph} what they’ve purchased from you and share the pictures on social media.
You’ll be able to encourage extra prospects to do that by asking latest purchasers to tag photographs of your product on Instagram. It will possibly additionally work on Fb and Twitter too.
Providing an incentive or working a giveaway is one efficient technique to generate extra user-generated content material. For instance, you can award vouchers to the very best picture tagged on Instagram.
For a masterclass on find out how to use UGC, take a look at the advertising and marketing supplies of the underwear model MeUndies. They’ve grown an energetic group of over 406k followers on Instagram because of their enjoyable and racy content material.
However a lot of this content material is user-generated – prospects and influencers alike are posting 1000’s of selfies displaying their MeUndies underwear. In truth, there are over 32,000 posts with #meundies on Instagram.
And MeUndies has put this user-generated content material to additional use by together with a number of the hottest Instagram photographs of their e-mail advertising and marketing campaigns.
The one photographs on this e-mail are photographs created by prospects and influencers on Instagram. This not solely showcases the MeUndies merchandise but additionally encourages subscribers to comply with MeUndies on Instagram.
Plus, that includes UGC is an efficient type of social proof – potential prospects see different glad prospects carrying MeUndies underwear and that helps carry them nearer to purchasing their very own.
2. Use your social media feed and pictures in your e-mail templates
Photos are an vital a part of good e-mail design. However producing high-quality photographs might be time-consuming and costly.
To save lots of on time and price, use photographs and hyperlink your feed out of your social media accounts in your e-mail templates.
Once you add your social media feed into your e-mail, it encourages your subscribers to have interaction along with your model in a number of methods, in addition to permits them to view your model from new views. Particularly when you have a closely visible kind of enterprise, comparable to jewellery.
Photos from Instagram and Pinterest can be utilized to create e-newsletter headers. Right here’s an instance from the wellness model Properly + Good:
Photos and takeaways from any webinars you’re part of are additionally nice so as to add into your e-mail template. By displaying your self within the gentle of management and group, you’re positioning your self in a trusting manner whereas additionally offering visuals and worth to your subscribers.
Properly+Good used photographs from their Instagram account to kind the header of their welcome e-mail. The colour palettes and subject material of those photographs are typical of the pictures Properly + Good posts on Instagram.
And this synchronicity between their social media and e-mail advertising and marketing helps foster a stronger model picture and consciousness – subscribers will extra simply acknowledge content material produced by Properly + Good.
Model consciousness – the diploma to which shoppers acknowledge your model, product, or service – helps maintain what you are promoting top-of-mind in order that when shoppers are prepared to purchase, they’ll consider you first.
Creating a robust model picture throughout your varied advertising and marketing channels will assist your viewers develop into much more aware of your providing.
However it’s not simply the e-mail header the place you need to use social media photographs – you may as well use them within the e-mail footer. The underside of an e-mail is the proper place to say your social media channels and encourage subscribers to develop into followers. And utilizing content material out of your social media channels will present subscribers what they will sit up for after they comply with you.
Right here’s an instance from the ladies’s well being model Hers:
On the backside of their e-mail, they’ve included a grid of photographs taken from Instagram alongside a call-to-action of ‘follow us’.
With headers and footers like these, you possibly can create e-mail templates so that you simply don’t have to begin from scratch with every new marketing campaign.
Tailwind’s social media & e-mail administration platform helps you do e-mail and social media advertising and marketing all-in-one, together with free e-mail templates to effectively and seamlessly run your e-mail advertising and marketing campaigns. Join a FOREVER FREE plan under!
3. Create an e-mail from current social media inventive
In addition to utilizing social media photographs to create headers and footers on your e-mail templates, you may as well use extra elaborate social media content material to design one total e-mail.
Right here’s an instance from shaving model Harry’s for instance the purpose:
This e-mail promotes the three totally different scents out there for Harry’s bar cleaning soap and physique wash. And it’s finished utilizing eye-catching illustrations which are additionally featured on their Instagram account as animated GIFs.
A variety of work would have gone into designing the animated GIF for Instagram. So it is smart to repurpose this content material throughout different channels – not solely does it save time, but it surely additionally saves cash.
Quite than having to design recent content material for an e-mail marketing campaign, Harry’s has merely reformatted current content material to swimsuit the format of the e-mail.
One other bonus of that is that it ensures this specific marketing campaign reaches Harry’s viewers wherever they is perhaps – on Instagram or e-mail.
In case followers missed the put up on Instagram, they’ll obtain an e-mail selling the identical merchandise as properly.
If you happen to’ve ever discovered your self taking a look at a clean template in your e-mail advertising and marketing software questioning what content material to fill it with, have a look by your social media posts and steal your most attention-grabbing designs.
4. Spherical up your hottest posts
If content material is trending along with your social media followers, there’s likelihood your e-mail subscribers will admire the content material too. So contemplate sharing your hottest social media posts in an e-mail.
Utilizing the analytics in your social media accounts, comparable to Instagram and Pinterest, or in your scheduling software, discover the posts which are getting essentially the most likes and feedback. After which curate a set in an e-mail marketing campaign.
If you happen to can theme the pictures, even higher, as you possibly can then hyperlink to associated product pages in your web site to drive gross sales.
Right here’s how clothes model City Outfitters does it:
On this e-mail City Outfitters has rounded up its most-liked Instagram posts. And every picture reveals off an City Outfitters product, from attire to trainers.
That is one other instance of utilizing user-generated content material and every picture consists of the deal with of the Instagrammer that created the content material. It has the added bonus of encouraging e-mail subscribers to create extra UGC – after they see that others have had their Instagram posts featured in an e-mail marketing campaign, they’ll be impressed to hunt their very own ‘five minutes of fame’ by submitting related content material for City Outfitters to function of their subsequent marketing campaign.
Although you don’t have to make use of UGC – you possibly can spherical up your personal social media content material too. City Outfitters despatched the same e-mail to their subscribers rounding up their most-pinned gadgets on Pinterest.
4. Share social media polls and survey outcomes
Including polls and surveys to social media posts is one surefire technique to increase engagement. For instance, you need to use Instagram Polls to ask your followers about their preferences – it’s straightforward for them to reply, and it supplies you with worthwhile insights into your prospects’ desires and desires.
However a social media ballot’s usefulness doesn’t finish there as a result of you need to use the outcomes to create emails that evoke curiosity amongst your subscribers.
Right here’s one other instance from Hers:
On this e-mail, Hers presents the outcomes of a survey that tells their viewers what’s widespread and what was most voted for. Granted, the survey was almost definitely despatched by way of e-mail. However it’s instance of find out how to use survey outcomes to create an e-mail.
Social media polls can even provide you with insights into what’s widespread along with your viewers.
After all, you may as well run social media polls as a survey by way of e-mail and gather outcomes throughout a number of channels. This will provide you with much more outcomes to later share along with your viewers.
6. Embrace social media testimonials
Together with buyer testimonials pulled out of your social media accounts can present that all-important social proof to assist convert subscribers into prospects.
Right here’s an instance from deal finder web site Scott’s Low cost Flights:
The purpose of this e-mail is to influence the viewers to join a free trial of the premium membership. And by together with just a few buyer testimonials from Twitter, Scott’s Low cost Flights guarantee potential trialists that they gained’t remorse the choice.
Utilizing testimonials like it is a nice technique to exhibit the advantages of your services or products, within the precise phrases of your prospects. It helps construct confidence amongst potential prospects who will take these testimonials as proof that your services or products is reliable.
And fortunately social media testimonials are straightforward to gather – merely search posts you’ve been tagged in and decide essentially the most constructive ones. If you happen to’re low on social media testimonials, use considered one of these 25 confirmed methods to get extra buyer critiques on social media.
Wrapping up
Continuously having to give you new concepts for e-mail advertising and marketing campaigns might be irritating. However by repurposing current social media content material, it can save you time, cash, and your sanity.
So while you’re subsequent taking a look at a clean e-mail template, questioning what to ship to your subscribers, bear in mind to:
- Keep watch over your hottest social media posts to raised perceive your viewers and use these insights to determine what content material to incorporate in your emails.
- Acquire user-generated content material to offer you a broader catalog of photographs and supply social proof to prospects who is perhaps sitting on the fence.
- Make your finest social media content material work tougher by creating e-mail templates and whole e-mail campaigns from it – ship the identical message with constant design throughout a number of channels to ensure it’s seen and heard.
Repurposing content material is only one technique to combine social media along with your e-mail advertising and marketing. And when finished properly, every channel feeds into the opposite, supplying you with better attain, elevated engagement, and extra alternatives for conversions.
FAQ
What’s content material repurposing?
Content material repurposing is a standard advertising and marketing software during which you are taking already current content material, comparable to your social media content material, and recycle it into a brand new format appropriate for an additional considered one of what you are promoting’s advertising and marketing channels, comparable to e-mail!
Why repurpose your content material for e-mail?
Many entrepreneurs and enterprise homeowners perceive that “content is king”. Nevertheless, having to continually give you and create new content material for each advertising and marketing channel is extraordinarily difficult and time-consuming. By repurposing your content material you’re saving your self and your staff time and power to make use of on different initiatives.
How do you write good e-mail content material out of your social media content material?
The vital factor to recollect is that your social media advertising and marketing and your e-mail advertising and marketing are very totally different. You’ll be able to’t merely copy and paste your social media content material into an e-mail template and name it good. The easiest way to put in writing good e-mail content material out of your social media content material is to reformat it. This may be increasing on sections or shortening them, including hyperlinks, remodeling or eradicating photographs, and attempting to keep away from copying all the content material verbatim, as your e-mail record will probably discover.
