Blog
Integrating email and social marketing
Date:23 Jul 10
We’ve been doing quite a bit of research lately regarding the integration between email marketing and social media. It is great to have your users share your email communication on their Facebook or Twitter pages and even though these two channels can work very well together, a few aspects need to be considered before integration is implemented.Here are a few relevant questions you might want to ask yourself before adding social networking links to your email communications:
- If we add "share this" links to an email which point to sites like Twitter and Facebook, do we have the kind of email content people will actually want to share?
- If the content is indeed shareworthy, do we get some benefit out of that?
- How can we measure that benefit?
- What content/offers should we develop to give value to the recipient, encourage sharing, and give value to us through this sharing?
- If we add these "share this" links to social networks, are we raising expectations that we ourselves have a presence on these social sites?
- If we use email to get people to follow us on Twitter or become Facebook fans, are we simply migrating users from one channel to another or are we creating additional contact points?
- If people are switching, how can we deliver as much (or more) value through these new social channels as we do via email, so we don't disappoint people?
