Email marketers should embrace all of these forms of social media as opportunities to further personalize and enhance campaigns with content that customers care about. The benefits are twofold: One, it provides customers with numerous opportunities to interact with your brand, and two, serves to endear them to your brand by emphasizing its advantages or unique characteristics. In this way, social email capitalizes on what’s best about each channel — email marketing as a revenue generator and social media as a brand-building tool.
Every time a customer shares your email coupon via Facebook or Twitter, you win twice, with additional revenue and increased brand exposure. Target your best customers with personalized email campaigns and you continue to build profitable relationships. Take the extra step to provide these customers with the tools to advocate on your brand’s behalf, and you’ll soon find your best customers are also the easiest and most effective source to acquire new customers.
Ben Ardito is vice president of professional services at e-Dialog, a Lexington, Mass.-based precision email services provider. Reach Ben at bardito@e-dialog.com.
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