Email news and strategy
Why Add Social to Your Email Marketing
By Louis Chatoff
While the email marketing world is still learning how best to integrate social media, I want to throw out one word to current email marketers: “Legitimacy”. Adding a simple Facebook Fan Page to the media mix will convey an added sense of legitimacy by allowing message recipients to see how others feel about your product or service. It is very much like selecting a good restaurant based on the current dining crowd – if the place is busy, it must be good. The key is to use an email service provider (ESP) that makes this transition easy and seamless. With the new Fan Page in place, you can add a link to your email campaign that will invite more clicks and build better message delivery.
The vast majority of marketing emails I see ask the message recipient to visit a website. A website that calls out to take action: sign-up for something, buy something. This is fine as an ultimate goal, but the consumer is not always so quick to act based solely on the seller’s opinion. They need proof that the product or service is legit. A persuasively worded email message along with a professionally designed website may not be enough. People want proof that they are making a good decision. Look at all the websites that allow individuals to leave reviews and comments about products they have purchased, or services they used. I could fill the rest of this article with these examples, but let’s focus on how simple it is for people who receive your email to click over to your Facebook Fan Page to see how many people “Like” what you have to offer. Your list members can also comment on the latest news or offers by your organization.
I recommend you use an email service provider that has already done the work for you and will allow you to easily take your current email marketing directly over to Facebook. I am talking about a couple of clicks: selecting a template designed for social media, adding a Fan Page title, a professional looking sign-up form (you might as well build your email audience while you are at it). Do this and you have a social solution that is integrated with your current email marketing campaigns. Ask your current you email service provider if they have added such a simple solution.
When you create email messages, simply add a link to your new Fan Page and watch the clicks by people who want to know more about your products and services. These increased clicks will also help your overall delivery by building on your positive engagement. The more clicks, the more the email filters will know that people want your message, and the more it will be delivered to the inbox.
Integrating social media with your current mail marketing efforts will pay dividends, and it can be done through the same service as your email marketing – granted you are using the right email marketing service.
Louis Chatoff is the Deliverability and Compliance Manager for EZ Publishing,
Inc., the creator of the StreamSend Email
Marketing service. StreamSend specializes in helping companies and organizations harness
the power of permission-based email marketing promotions and email
Resell to clients
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