Author: Alyssa Rice

by Hayley Martin

Introduction

Social media is a key aspect in today’s world, whether it be for businesses, influencers, or personal enjoyment. As a business, making your social media platforms appealing and easy for others to access is extremely important. Using email to promote your social media platforms is a great way to capture the attention of others and conquer your business goals.

According to the Content Marketing Institute, eighty-three percent of B2B marketers use email newsletters for content marketing purposes. Having social media for your business is important as technology advances and since now most people rely on the internet for their information and learning about a business. When people are trying to decide if they want to purchase a product or service, they look at reviews, but they also check a company’s social media presence to be sure they are a reliable and trusted company. Having active social media platforms can be appealing to people and make your business more trusting. In the emails, you should make sure: the email has appealing images and limited words to grab the attention of the recipients, it’s organized and easy to navigate, and that the emails are sent at the right time to be sure they are being read. You should also be sure to include buttons promoting your social media accounts at the bottom of each email so that consumers and businesses are aware of your social presence.

Appealing Images and Limited Words

If the emails are nothing but words and in paragraph form, chances are that people are not going to take the time to read through all of it. You need to be sure to include bullet points to keep everything brief and easy to read. Start by giving your audience a call to action to gain their attention right away, then, use the bullet points to tell your audience why they should follow your social media platforms. To get through to people, you need to get right to the point. Along with bullet points, the emails need to be appealing and eye-catching. Just using bullet points will not be enough to fully get through to people. If there are images or even interactive links, it will capture their full attention. Including pictures of your social media platforms, screenshots of your social media posts, or including eye-catching links to your platforms will engage your audience. The perfect combination of bullet points and images/interactive links will be the key to promoting your social media.

Branded Email

Organization is the key to looking professional and a well put together company. Having your emails branded for your desired audience makes them more likely to continue reading. If your emails appear unorganized, unfamiliar, hard for the reader to get through, they are most likely going to stop reading since it lost their attention. Having your social media platforms separated with bold headings will be easy to read. If the platforms are all pushed together in the email and not separated in any way, the reader will never be able to get through your promotion. Along with using bullet points and appealing images, this will help people keep their attention on the email and interact with your social media platforms.

Sending Emails at the Right Time

Being punctual and understanding when your audience reads your emails will help you further understand when you send out your emails to promote your social platforms. When targeting other businesses, you should send emails during business hours, as this is when they are checking their work emails. When targeting a consumer, you should email in the early morning or the nighttime. This is when they have more downtime and are more willing to want to check your social media.

Links or Buttons on Each Email

With each email you send, you can gain more attention to your social media platforms by creating interactive buttons that include links to your platforms at the bottom of each email. Not every email you send is promoting your social media platforms, but to actively promote them, always include links to them at the bottom of the page where readers can easily find them and leads them directly to your page.

Conclusion

Using the four techniques above, you and your business will be sure to attract the attention of other businesses and consumers. They will be able to view your social media platforms so you will have more eyes on your company. If these tactics aren’t gathering enough attention to your social media, you can also simply send out emails specifically promoting your social platforms! In the emails promoting your accounts, be sure to tell everyone why they should follow you on social media and what advantages it could have for them. Promoting your social media platforms via email is the best way to know that others are receiving your emails and can effectively interact with your social media platforms.

Resources

Content Marketing Institutehttps://contentmarketinginstitute.com

Validity https://www.validity.com/blog/how-use-email-marketing-promote-social-media-accounts/

Infographic for Hipmunk https://www.pinterest.com/pin/198580664794053772/

Hayley Martin is a rising senior at Wells College. She is currently on the Wells College Women’s Soccer Team and is pursuing a career in marketing after graduation. Connect with her on LinkedIn.

Make More Money with Your Emails by Including Selected Advertisers

Advertising Networks Defined

What are advertising networks? They are companies that act as an intermediary between publishers and advertisers to create a meaningful and profitable advertising experience. They connect publishers that want to sell space in their newsletter with advertisers who want to pay for the space.

Depending on your business model as a publishers of an email newsletter, advertising revenue can be a major source of your income.

The Opportunity for Increased Revenues from Your Newsletter

Ads in emails are used by many publishers who want to monetize their newsletter. Email advertising revenue can be bread and butter for lots of companies. If you’ve worked hard to increase your subscriber list with thousands of subscribers, this is a big opportunity to at least consider. Further, if your newsletter subscribers are an audience demographic that an advertiser would want to target, even better opportunities are possible.

Although you may be reluctant to do so, you can make good money from your newsletter by allowing advertising in your email newsletters. In fact, it may create a whole new revenue stream for you, a stream that may pleasantly surprise you with results.

Also, don’t forget that readers expect to see advertising. It’s part of life. We get many quality newsletters ourselves that have ads in them, and we feel that the reader experience is not negatively impacted, especially if the advertisement is relevant.

Some Guidelines and Standards to Aspire To

There are some standards that should be met to maximize the earning potential. First, you should have a large enough email list. This should be over 2,500 subscribers, but having more than 10,000 will really help your monetizing potential. Second, ideally your open and click through rates should be average or above average. This is important, as it determines how many people click on the ads in your newsletter, and how much money you will ultimately make. See if your industry is listed below and if your newsletter compares to the industry standards.

How to Get Advertisers for your Email Newsletter

So, how can I advertise in my email newsletter? These three vendors below are viable and reputable newsletter advertising networks to consider when selling advertisement space in your newsletter.

1. Letterwell

Letterwell makes it easy to source various types of newsletters, reaching more targeted and niche audiences.

They have stringent background checks on their vendors, so the authenticity of newsletters’ engagement rates are truthful. Not just any newsletter can use Letterwell; everyone has to go through an application process. Their acceptance rate is 35%, which means only reliable newsletters are chosen. It has an easy to use dashboard for all users.

It is 100% free, unless you want to gain extra exposure and pay to move up in their search results. Letterwell is a reliable and easy-to-use platform for anyone. Start selling your space here.

2. LiveIntent

LiveIntent is another newsletter advertising network. They have 2000+ publishers and 290 million unique readers.

Actual LiveIntent users have said that the platform is easy to use and has helped them generate a large amount of revenue.

LiveIntent works with small and large companies, one being General Mills. They increased their email newsletter revenue by 26%. The LiveIntent team was able to work with the company and reformat their templates to increase premium bid rates and receive better engagement.

If your company wants a more personalized and hands-on company to work with, LiveIntent is your best bet.

3. BuySellAds

BuySellAds works with many different companies like Firefox, HGTV, and Roku. Their customers have seen an average of 15x increase in revenue, 38% increase in ad sales, and 45% lift in remnant earnings.

They connect email newsletters with top brands to make direct sales with their marketplace. You deal with the advertisers directly so you have a chance to see exactly what the ads look like.

As the publisher, it gives you financial control by allowing you to set the rates for your advertisement space. They also offer ad block recovery, where you can recapture your lost revenue due to ad blockers.

If you want more control over the ads being placed in your newsletter, BuySellAds is definitely the platform to use.

Resources

Letterwell: https://letterwell.co/

LiveIntent: https://www.liveintent.com/

BuySellAds: https://www.buysellads.com/

Net Atlantic: https://www.netatlantic.com/

There are many challenges that come with improving delivery statistics.

As email marketers, we spend hours developing strategy, finding content, perfecting formatting, and eventually sending to our subscribers. We all know there is nothing more gut-wrenching than finding out the message wasn’t delivered to subscribers. This was occurring to one of our current clients before they came to Net Atlantic.

The Elijah List is an organization that gives trustworthy and daily prophetic worship and intercessory content to their followers. This organization sends about 50 million emails per month. A few years ago, while sending through their former email service provider (ESP), they noticed that their delivery statistics started to decline for their several hundred thousand subscribers.

Email deliverability is one of the biggest ongoing challenges for email marketers. Email deliverability asks a simple question, does my message get to the inbox?

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The choice of an email service provider can directly affect deliverability. First, your ESP can affect how long mailings take. If you’re a company sending multiple emails a day, your morning email campaign might not even be completely sent before your afternoon send begins. Second, if your ESP’s server is shared with other client email, your list could suffer. If other clients of your ESP have a bad reputation or invalid email addresses, your list could suffer from low inboxing. Lastly, if the shared server was blacklisted by an Internet Service Provider, your mailings might not even be received at all.

There are many different ways to figure out Why Your Emails Are Not Going Into the Inbox. After signing up with Net Atlantic, our email delivery team was able to provide The Elijah List with a series of carefully executed recommendations to dramatically increase their inboxing.

Net Atlantic realized that these deliverability issues were based on multiple factors, including subject line text, server sending speeds, and message formatting. The first fix, that being increasing sending speed and capacity, was easily solved. Amazingly, our large number of servers and email sending volume allowed the ramp-up time to take only one week. The email delivery time was reduced from three hours at the former email service provider to just thirty minutes. After just a few sends, the Elijah List saw improved delivery rates, open rates, and conversions. Other fixes were also applied for improved results.

Deliverability is crucial. Successful deliverability leads to success in email marketing, increases and conversions, and helps win inbox competition with other competing email and newsletters. Working alongside with you, Net Atlantic gives you the tools and resources to continually monitor inboxing rates, activity, and engagement levels to better understand what a subscriber wants and then to tailor your email marketing to their wants and needs.

Read more about the Elijah List in this case study and subscribe to The Elijah List here.

Resources

The Elijah List: https://www.elijahlist.com/index.php

Net Atlantic, Inc: https://www.netatlantic.com/

Why Your Emails Are Not Going Into the Inbox: https://www.netatlantic.com/resources/articles/how-to-find-out-why-your-emails-are-not-going-into-the-inbox

Many businesses have felt the financial impact of the closures and changes in 2020 due to COVID-19. Some companies have made the strategic decision to lessen their marketing budget. However, keeping your marketing consistent and on-track is crucial for the success of your business. Interactive marketing – especially email marketing – offers cost-effective options that can help your company survive and thrive, and be well-positioned for the return of better days.

If you stop advertising and marketing, you may inadvertently give your customers and prospects the impression that you’ve gone away or given up. Don’t set the stage for your competition to move in. Instead, move your dollars to more effective marketing channels that give you maximum return and results. And if your competition is pulling back, all the more reason to seize the opportunity to make your company more visible, and build awareness and relationships for the long term.

Research shows that companies that consistently advertise even during recessions perform better in the long run, according to a Knowledge@Wharton article titled “When the Going Gets Tough, the Tough Don’t Skimp on Their Ad Budgets.” A McGraw-Hill Research study looking at 600 companies from 1980 to 1985 found that those businesses which chose to maintain or raise their level of advertising expenditures during the 1981 – 1982 recession had significantly higher sales after the economy recovered. Companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise. Check out the article here.

Stopping your marketing efforts can also incur more costs in the future. Regaining your voice and share of the market will be a difficult task if your marketing efforts stop.

Another authority on the subject is veteran copywriter Craig Huey from Creative Direct Marketing Group, an accomplished California marketing company. Craig Huey, President of CDMG, has shared valuable insights on this issue on his website and in webinars. On March 19th, 2020, he wrote “…if you continue your marketing throughout the disruption, you’ll most likely be the one to emerge as the dominant player when normalcy returns to the world”.

Putting your marketing to a halt will only be a detriment to your brand and finances. In times like these, consumers are looking for trust. If you maintain success during troubling times, consumers will view your brand as trustworthy.