E-Mail Marketing and Social Sharing – E-Mail Thursday

TOPICSEmail Marketing


You might be tempted to think that your consumers will abandon your email marketing efforts for social media. It’s an understandable concern as people tweet and Facebook every day and often. But that’s actually the opposite of what’s happening out there in email-land.

The reality is that email and social marketing work well together, and in fact, they complement one another very well. It’s not a competition; it’s a collaboration. Recent statistics shared via the Marketingsherpa Blog are very compelling:

  1. 42% of social media users check their email 4x a day or more versus just 27% of non-social media users
  2. 63% of social media users actually register the same email account for social media messages as they do for opt-in emails
  3. 49% of Twitter users have reported making a purchase online because of an email versus 33% of all email users

All in all, that paints a story that tells us social networkers are more active and engaged with their emails. So what do you do with this information? Well it’s a relatively new game for all email marketers alike, and one that’s still shaping up and changing. However, there are a few basic things that you can very easily and readily to do leverage the power of social marketing and boost your email marketing efforts.

The first is to add “social sharing” links at the footer of each and every campaign. Most of you have seen these by now, and you can see an example at the top of the screen. The vast majority of email software programs offer this simple add-on feature. This is quite a powerful viral tool – even if only a few people click on a share feature, a blurb and a link to your email is shared with each and every member of their network.

For today, I’ll focus the second tactic on Facebook since they are 400+ million users and growing, making it the largest social network today. So the action item is to post a quick comment on your Facebook page; approach it like any other status update or comment you’d make. Just include a quick headline, and then a link to the web-version of your email campaign. And the beauty of a post on anyone’s Facebook page is that they can share it with their network, and so on and so forth. This is about as viral as you can get!

I do have my 2 cents to add to this however. It is not enough to just add the functionality to share and post your email content to Facebook. Those things alone do not make a campaign viral. What makes it viral is good and interesting content – content that is worth sharing. And not to sound like a broken record, but the way to achieve this is the same trifecta of the right message to the right person at the right time.

Obviously if you have a Facebook page or a Twitter account for your business, you want to grow their membership base. And believe it or not, you can leverage your email subscriber base to help you accomplish this goal. As previously mentioned Facebook has over 400 million account owners, and it’s estimated that Twitter has 55 million unique monthly visitors. How can get your share of these rather large pies? Email. Use email as an invitation to become part of your social media fan base.

You’ve already established an ongoing relationship with your customers through your email marketing program. Encourage these loyal subscribers to engage and interact with your brand through your social media channels. How you accomplish this depends on how aggressively you want to grow your Facebook and Twitter fan base.

You can make this a secondary part of your email marketing program, using it as a consistent secondary call to action. Or you can get up the ante and create a whole campaign around growing your social media fan base. As with most things in life and marketing, an incentive provides motivation for people to take an action. Offer a future discount on a purchase or offer an entry into a sweeps to gain the most momentum you can in growing your fan base.

I hope you found this helpful. Tune in next week to learn more about getting the most out of your email marketing program!