A lot of marketers would categorize email as the cozy sweater to social media’s black dress. While not as sexy as some newer channels, for years, email has taken the top spot in marketing ROI, and in a 2019 Econsultancy survey, respondents still picked email as the most effective marketing channel, with social media ranking only fifth.
But, why compare email and social media when they actually work better combined? Social media content, in particular, is a great resource for spicing up email, especially now, when marketers are looking for fresh content to use in their online communications. With a treasure trove of fan photos, reviews, and video clips, social media can help subscribers get inspired, connect to other fans, and engage in new channels.
In the early days of the pandemic, many advertisers quickly put together serious (often too serious) campaigns pledging their solidarity with their customers. Memes were shared widely that mashed up these stock-photo-heavy commercials featuring empty beaches, empty streets, nurses, doctors and family embracing. These relatively generic messages didn’t resonate nearly as well as ads that were pulled together from real user content on social media. Oreo in particular was smart about encouraging people to post their videos, which they quickly turned into a commercial.
It doesn’t need to be a prime time commercial to highlight social media content, brands can use social content in good email campaigns to resonate with customers just as effectively. Social content breaks through the stagnant feelings people have of the generic imagery they’ve been seeing lately. And with so many companies limited from shooting new content by social distancing, it can be the catalyst to variety and creativity.
‘Wichcraft, the high-end sandwich chain, features social posts of customers eating their food outside in their “simplest of pleasures” email campaign that encourages some fresh air time at lunch. BistroMD pulls in their real-time Instagram social feed featuring healthy meals customers receive as part of their plan, as well as success stories and a variety of nutrition topics.
It might feel safe to simply reuse old images or pull from a stock photo library, but it’s actually a bigger risk than incorporating UGC. The IAB notes that numerous studies indicate that authenticity is key for people to trust brands and that UGC is among the top-rated content online. Right now, many consumers are changing their shopping habits, and loyalty is at risk. Jumping ahead of the pack and embracing a chance to connect authentically with UGC is a good way to keep old customers engaged and to inspire new customers to keep coming back.
Don’t leave all the best images on Pinterest – pull them into an email template for immediate engagement. Create an evergreen element to your newsletter that highlights recent five-star reviews, or images from Instagram with more than 100 likes.
Furniture retailers Made.com created a campaign in April called “Stay Grounded,” which included an Instagram-based hub of photos from customers’ own homes. The imagery is the perfect mix of inspiration and authenticity and fits nicely into a newsletter campaign that encourages subscribers to vote on their favorite images. TrustedHousesitters features real-time Instagram photos in their conversion emails to engage with potential members, particularly Housesitters. Potential customers are typically drawn to the inspirational pictures of pets and homes within email campaigns, alongside educational messaging about house sitting and TrustedHousesitters as a whole.
Part of the value of authentic content is that it can lift people’s spirits during a stressful time. From weight loss clinics featuring real-life success stories to a roundup of funny pet videos, authentic content can make people feel good when marketers are unsure what exactly they can say directly without sounding out of touch.
Some brands are creating their own events to get their customers engaged. Taubman Centers brings fun to the inbox with Spotify playlists. GrubHub is offering discounts to people that sign up for virtual concerts on their own YouTube channel, promoting the event in email newsletters. The best clips can be used in email as playback to get people to check out what they might have missed.
With a record number of people online, doing a record number of things online, UGC and social media in general, has become an even bigger source of information, communication and entertainment for people. Brands should make sure to spread the love. There’s no reason for social media to be separated from the traditional creative-driven channels like brand advertising and email. The two, when put together well, can enhance authenticity and drive customer loyalty.