Phil Lauterjung

That question seems to pop up like a defective toy that my kids used to play with – over and over the little bugger would keep popping up no matter what.

I really don’t understand why it has to be an either/or question.  If you really stop and give the issue some thought that exceeds a couple of nano seconds, then you realize that maybe both can be used effectively.  Which is exactly what was shown in a number of recent studies.

Since social network users are, on average, connected to 100 – 150 friends (you, being the bright and intelligent readers that you are, probably have more) then why can’t they help spread your email message?  It turns out that is exactly what happens.  By adding social networking features to your email messages you can increase the reach of your marketing campaign by an average of 24%.  That doesn’t sound like a death knell for email to me.

Of course the same basic principles apply as to any marketing campaign you would conduct.  Here are a few to consider:

• Great Content. Okay, that’s not a surprise if you have been reading this blog for any length of time.  You always need to have great content no matter what form of communication you’re using.
• Easy to Share. The social media links in your email need to be easy to find and to use.  Consider putting instructions on how to use them in your emails until you see that they are being used on a regular basis.  Don’t assume that just because you have some buttons with funny pictures on them that everyone knows what to do with them.
• Creates Value. Your email must provide something of value or the recipients won’t pass them on to their social networks.
• Right Social Targets. Your email message should target the right social networks.  Don’t include social links to networks that don’t include your target audience.

As you should always be doing with email campaigns make sure that you are testing what works and what doesn’t.  Try different link styles, layouts, and locations within your email.  Test different copy and offers.  Try a broad vs. narrow focus with your message.  And, identify the high-value sharers – the ones that frequently pass your emails on to their networks.  Above all don’t be afraid to fail.  That’s how you know what doesn’t work.  Repeat what does work.

Most email marketing vendors are incorporating the social networking features into their offerings.  If yours doesn’t yet, ask them when they will.  Chances are good that they have it in their plans.

Let me know what your results are.  And, as always, your comments and questions can be left in the comment box below.

Photo Credit: © Allen Penton – Fotolia.com

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.