Fine Tune Email Marketing to Sync With Social Media

With all the hype about social sharing, what are the real facts? And how does it impact your email marketing strategy?

A study by MarketingVOX argues that social media has reached its tipping point, with 83% of the online population now using it in some form - and more than half doing so on a regular basis.

"Obviously, a lot of people are using social media, but they are not explicitly turning to it for marketing purposes, or for finding out what products to buy. It's really about connecting with friends, or connecting with other people," stated SVP-Group Account Director Dave Tice.

The take away for me is not to push out sales events to stimulate social sharing. Rather determine what content recipients would like to share with friends. Then make it easy for them post that content on their Facebook, Twitter or LinkedIn pages. Remember that on average a person has over 120 friends/followers. If each person shares content to their network, the reach of your message multiplies quickly with an audience that might not have otherwise seen your message. Gain followers, brand recognition, or even subscribers by sharing your email content each time you send.

Delivra (and other ESPs) have added social media sharing links in their applications. And with Delivra you can track the results. Know who's sharing, what networks they are sharing to, and which content is driving impressions once it is shared. Then use those results to know your audience, tailor your message, and build success.

Caution. Like any new marketing tool measurable results are a process of small incremental knowledge points.

The clock is ticking. Time to get started.

Neil Berman | President & CEO