Integrating social media into email is relatively new, but the tactic has been widely adopted as a way to increase email's reach, keep customers engaged, and acquire new subscribers. But there's more you can do beyond simply adding links to your social media profiles or sending an email asking your subscribers to follow you on Twitter. Here are some other ways you can take a note from what works on social media sites to infuse your emails with a social spirit.
Sharing is caringThe original way to "share with your network" was the forward-to-a-friend (FtoF) feature, and it still works. Studies show consumers use forward to a friend when they want to share an email, in addition to posting to social sites. ShareThis released some data recently that demonstrate people share content via email 38 percent of the time, which is the same percentage that people share content via Facebook. So be sure to include an FtoF link in your email template, and think about developing a custom application that lets the sender add a comment. It's possible to get some interesting insights by looking at which emails were forwarded and the comments people made to their friends about the products featured.
Another smart tactic is to include a quick message in your email template similar to Crate and Barrel's, which says "Did someone forward you this message? Skip the grapevine. Opt in to receive Crate and Barrel email. Click here to hear it first." That way, if the original recipient forwarded the email using a Hotmail or Gmail forward button, rather than the FtoF function in your email, the recipient has a way to connect with you directly, which is one of the benefits of social media. And you might gain subscribers, which is a priority for most email marketers.
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Completely agree with you that brands should do the reveal in their e-mails as well as social media - the company itself is not communicating and as consumers we know that! So it's appreciated when companies humanize themselves.Thanks for your thoughts! Vickie Smith-Siculianohttp://www.saywowmarketing.com
Nice article on Social Media and Email Marketing Ben - extremely relevant! Cheers, Enteract Email Marketing: http://www.enteract.com.au
nice post Ben, I did a blog post which backs up a lot of what you are saying:http://econsultancy.com/blog/4451-what-can-email-marketing-learn-from-twitter-blogs-and-other-social-media-channels-2Look forward to the next
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