I don’t really consider myself to be an expert at email marketing ( but I know people who are very experienced ) but I have a couple of views in relation to email in association with social networks ( Facebook, Twitter, Ecademy, LinkedIn etc ) and information sites ( Digg, StumbleUpon,Delicious etc ).
The main thing that I want to see is a weblink for the email, ideally with a relevant url and /or a share facility so that the email can be posted on the Social Networks and Information sites.
This is the weblink for The Glan Christmas email that we have just done.
The reason that you want a web link is that you can then post this link to multiple social networking platforms very quickly.
Why is this important ?? Because you get VERY rapid exposure of your newsletter/news/announcements to ( depending on the number of SN connections you have ) thousands of people AND you get links back to your website ( in the case of The Glan emailer because the page is on The Glan website ).
So, you bang out your newsletter, then you post to eg Facebook ( that’s a couple of thousand viewers and a link back ), then Twitter ( same ) , then Ecademy ( same ) then LinkedIn ( same ) etc etc etc
In the space of minutes you have massive ( depending on the network of the person that posts ) exposure of the one piece of work. This is one aspect of what I call ” rippling ” ( think, you just dropped a pebble in the pond and the ripples are going out or you dropped one pebble in your email database pond, another in your Facebook pond, another in your Twitter pond etc etc )
Now, as I was writing this I was collecting together some recent email-shots that I had received and this one was of particular interest
for a number of reasons: It was in an area of interest to me ( cloud computing ) and it had a relevant weblink ( the one above ) and it had a share facility included. While I was looking around at the email I accidentally clicked on the ” Chat with an expert online ” button and that led to this conversation with Chloe:
Hello. welcome to CloudHosts. How can I help you today?
You are now chatting with Chloe
Chloe: Good afternoon
Chloe: Welcome to Cloudhosts, may I take your name please?
you: Hi Chloe
you: Chris Windley
Chloe: Hi there Chris! How can I help you today?
you: Hi Chloe, Got to be honest and say that I was looking at the emailer I just got and pressed the chat button by mistake !! I could lie but you know ..
Chloe: I appreciate your honesty! Is there anything I can help you with at all Chris? What did you think of the information in the email?
you: It is an area of interest and I was quite impressed with the email system ( and now the chat system !! ) !! You at FBT Media or UK Hosts ??
Chloe: I work for UKFast, which is a sister company of cloudhosts. We work closely with fresh business thinking to try and accelerate the business of our clients and new clients. I’m glad the chat system impresses!!!
you: Yep – I am impressed all around in fact I am blogging about this as we speak !! So I don’t waste your time let me review the email itself in more detail and come back to you. You obviously have my email and you can Google me for more info Have a great day, Regards, Chris.
Chloe: Thanks Chris – please do not hesitate to get back to me my email address is firstname.lastname@example.org and my number is 0800 458 4545
you: cool Chloe very cool
Chloe: I look forward to hearing from you Chris
you: Thank you.
Now, Chloe is a really nice girl and it’s clear that email marketing is not only connecting into the Social Media space but also leading you into direct discussion with people like Chloe.
Of course email-shots can also tell you when someone opened the email, if they re-open it, if they follow any links, if they forward it etc etc
So, although email-shots can be described as ” Push marketing ” they also bridge into ” Pull marketing “.