Letting e-newsletters and social media coexist
“No one cares about traffic anymore.”
Those were the words of Stacey Ferguson, founder of the social media community and conference Blogalicious in a 2015 article from the Harvard Business Review. According to the article what matters most now is influence:
“Everything is so divided up — you’ve got your blog, then Facebook, Instagram, Pinterest.”
The article makes for an interesting point proving email newsletters to still be relevant in a digital age of blogging and so many social networks I’ve lost count. As a Skimm’bassador for the daily e-newsletter The Skimm, I recognize the great ability e-newslatters have in helping people or business establish what their brand is and what people can expect to see. But if people truly don’t care about traffic anymore like Ferguson says, than there is other, and in my opinion, more effective ways to be an influencer other than email newsletters. Social media is the first thing that comes to mind. Unlike social media, it feels like enewsletters have been around since the dawn of the Internet. But the great thing is that you really don’t need to choose between the two if you don’t want to because they both go hand in hand. The great thing is when you learn how to utilize and optimize them together; you give them both the opportunity to grow more than they would on their own.
Here are a few things to think about when integrating social media with your newsletter:
1. Cross Promote. Newsletters are great for showing your followers what you know about your niche, your area of expertise or even just your personality. Using social media is a great way to promote it. You can tweet out a line from the newsletter or a powerful quote and influence people to sign up. On the other end, you can promote your social channels in your newsletter so if there’s a channel an avid fan isn’t following they can change that.
2. Use email outreach to drive social shares. If you do share something on your social channels that starts to gain traction and you want it to gain more, a smart idea could be to insert the url to that content in your newsletter. Your followers could easily miss a tweet or Facebook post, but by putting the link in your newsletter you allow them the chance to share and maybe even help one your posts go viral.
3. Community. Creating exclusive lists on Twitter or secret groups on Facebook not only gives you a better sense of who you’re most loyal readers are but could influence other people to want to be a part too. Take the Skimm for example. Soon as I heard there was a group known as Skimm’bassadors I started sharing the Skimm newsletter like crazy so I could start calling myself one. Now I get to feel exclusive but the real goal at the end of the day was that Skimm was able to reach more people thanks to my sharing. A sense of community doesn’t keep people out, it makes more people want to be in and you can use that to you advantage the same way the Skimm did.
If your goal is to be an influencer in the digital space, letting enewsletters and social media work hand in hand is a great way to do so.