How social is your email?

Recently I have noticed that a number of retailers are adding the function to post a message to social networks directly into their email communications… This is great, but the question is “How social is your message, really?”

From the examples I have see it appears that social network are being used to make normal every day messages, viral. Simply posting a link on Facebook or to a twitter account to the online version of the message. That is not very social and might actually aggravate more people then benefit.
With this in mind here are three ideas on making better use of Social Networks in email:
  1. Make the relevant sections work with social media not the entire message. Personally I’m more likely to share one item then your entire email.
  2. Be where you ask people to share. If you link to Twitter – make sure you have an account there and someone that can monitor and is empowered to take action. (example: @ComcastCares)
  3. Have your customers join you and stay active. The Social Brand Index has an extensive list of Brands on twitter… Is your company listed?
Stop just being part of the network and start using Social Networks as they are meant to be used – to form a dialog with your subscribers and members. Talk to them don’t just broadcast, that is so 2002.
To prove we walk the walk find here:

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

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  1. Yeah I'd have to agree with you that the key behind social networks is being socially active int he network. Simply having a presence isn't enough and would probably do more harm than good. But really, this isn't anything new, this is about content and content should remain fresh. When content stales the dialogue ceases; our attention spans have become increasingly shorter and as such we're always looking for new and more interesting stimulus… refresh your content (social network & other) or face the consequences…


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  2. Len,

    Your exactly right – this is nothing new but the lessons learned from trial and error all these years in email are now failing with with the cross over.

    I’d note that the Email to Social I’ve experienced all seems to be from the same vendor, one that has been pushing it rather hard lately… looks to be more of a broadcast to a social network vs. a make this a truly social message.


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