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Every few years, new technology comes along and shakes things up in the marketing world and most recently, social media has made the biggest splash. Because of the soaring popularity of social networks, such as Facebook and Twitter, we have to wonder how these sites will affect the other outlets for marketing.

Today, let’s focus on email and how to embrace the impact of social media.

Just like with anything else, as our world rapidly changes around us, we need to adapt and re-evaluate our strategies, and email marketing is no exception. There has always been talk of how either “email is dead” or soon will be, especially with the introduction of new outlets for communication; however, email is alive and well and here to stay.  Sure, Facebook, Twitter and other social networks have reduced the need for email as a vehicle to send quick messages, but many messages still remain best suited for email. 

What we need to think about is how to look at social networks not as replacing email, but enhancing it.  This is a great opportunity to build stronger relationships with your consumer and create even more added value.

Social media has created a rare opportunity for brands to connect with their consumers in a way advertising hasn’t been able to accomplish before. Social media has the ability to create a dialogue with your consumers, shifting from advertising campaigns to conversations. This interaction is key whether it is providing engagement and entertainment, or a way of listening to your consumers and providing them with a satisfied experience.

Email has the advantage of integrating other channels into one place. Utilizing social media in your emails is an opportunity to keep your emails fresh, break through the clutter and keep your subscribers engaged, as well as a way to gain friends, fans and followers on the social networks.

Here are a few suggestions on how to integrate social media into your email:

• Add social icon buttons to your emails.
  This is a simple but effective way to gain fans, friends and followers. Since you are not sending an email every day, the social network interactions provide subscribers with updates between send dates.
• Run a promotion.
  Send an email to your entire database with a promotion that offers an opportunity to win by joining your social networks.  This action will gain fans, friends and followers and provide extra value for your subscribers.
• Share links
  i.e. “Tweet This” or “Share this on Facebook.“ Email’s ‘Forward to a Friend’ works great, but sharing links directly to Facebook, Twitter etc. allows your subscribers to spread the word to mass audiences.
• Create conversations.
  Need ideas for new email content? A new product? Event? Ask your subscribers to contribute to the conversation with their suggestions.  These people are your target audience—find out what they want and give it to them.
• Gain new email subscribers.
  It’s a two-way road - send an update through the social networks and suggest people sign up for your eNewsletter. Give them an incentive.

Let’s look at a few examples applied by Paramore|Redd’s clients:

La Torretta Del Lago Resort and Spa

In July 2009, La Torretta Del Lago Resort and Spa wanted to increase activity on their social networking sites.  In order to do this, La Torretta Del Lago sent an email to its entire database informing subscribers about an exclusive announcement for friends, fans and followers on their social networks. Subscribers would receive this announcement through an update or message from Facebook, MySpace and Twitter, therefore it was necessary for them to be members. 

As a result, La Torretta Del Lago gained fans, followers, and friends.

The Breakdown: Facebook (+100 fans) and Twitter (+30 followers) and MySpace (+6).

Tennessee Department of Tourist Development

In March, 2009, the state of Tennessee simply added social networking buttons to their emails.  What happened? Once again, Tennessee gained new fans, friends, followers and channel views on Facebook, MySpace, Twitter, their Blog and YouTube channel totaling 157.

The Breakdown: Facebook (+35 fans), MySpace (+6 friends), Twitter (+71 followers), YouTube Channel (+45 views). 

So there you have it - a simple, yet effective way to improve your email marketing campaign and build strong, lasting relationships with your subscribers.  Remember to adjust your own campaigns to provide information that caters to your target audience and reflects your company, and whatever you do, be current, creative and most importantly, add value for your subscribers – give them a reason to come back for more.

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