Sometimes I feel like I have beat this social media trend into the ground, but just when I take a break, I see some genius marketing execution out there on some update or post.
For example, here is what I just received:
Which led me to this.....
Starburst has not only used social media to build their brand and fanbase, but now it seems they are integrating backwards and using it as a tool to build their email database. Now I love Starburst and I am thrilled that I can simply buy a package with my favorite flavor in it, so of course I signed up for the coupon and was immediately able to print it out. I'm curious to see what comes next......
The reason being, as integrated and seamless as their campaign felt in the beginning and the excitement I felt as a marketer seeing social media combined with email opt-in or list generation, I was deflated to see that there is no true "opt-in" language. If they are planning to use this list to send email communications, they could very well be flagged as spam or ignored by the very people they were trying to reach.
What could they have done? I would recommend that they add a checkbox with permission giving Starburst the authority to send me email communications. Then, I might even take it a step further with elements from a profile form and ask them what types of communications do they want to receive? Things like....
- Coupons
- Monthly News
- New Product Updates
I do have to say that Starburst has come really close though at full integration with their social media & online marketing. If they take the steps for permission, they will have quite the database to continue building that following they seem to already have!
Carissa Newton | Marketing
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