Here's an interesting question: When you set out to create your company's newest mailing, do you think of it as an email or as a campaign? Of course, your audience will see it as an email among others in their inbox. But you're not just creating an email — you're creating a message that's worth sharing. And that message (or series of messages) can go beyond the inbox. If you think of it as a coordinated effort or campaign, you'll realize it's worth spreading through other channels, too.
Take a closer look at your social media presence on Facebook, Twitter, LinkedIn and more. I'll bet you've got more combined followers than you realize. Do all of them know how to receive your email updates? Have they heard about your latest campaign?
It's easy to expand your email's reach beyond the inbox by enabling Emma's Social Sharing feature, which allows subscribers to share your email with their social networks, and it's about to be easier for you to post your email to your social networks, with the release of our new Social Posting tool this winter. With a few clicks, you'll be able to send a mailing to your subscribers and simultaneously post it to Facebook and Twitter. It's an easy step that makes a big difference. In anticipation, let's take a look at a few companies who've made an art out of extending the reach of their email campaigns via their social channels:
Gwyneth Paltrow's lifestyle-oriented email newsletter, GOOP, won't turn you into an Academy Award-winning actor/singer/cookbook author, but it might make you feel like you're having a weekly teatime chat with one. GOOP carries on lively conversations with its audience via its Facebook page, and when the latest issue hits the inbox, you can count on a timely post with a concise, appealing teaser.
Like GOOP, geek culture email newsletter GeekChicDaily thrives on email engagement. But GeekChicDaily takes an interesting approach to extending its email newsletter's online lifespan through social media: It tells, but doesn't show. Take a look at this Facebook post. If you're hooked by the promise of news from the Jim Henson Company (and really, what self-respecting geek wouldn't be?), then you'll have to sign up to get the word.
If you monitor your emails' response activity over time, you've probably noticed a trend: an early spike in activity (usually in the hours immediately after the send-off), followed by a steady decline in new activity over the course of the first 24 hours. However, as the folks at Brite Revolution know, last Friday's email content will still be fresh on Tuesday for those who didn't receive it in their inbox. They've packed a lot into this tweet: In addition to linking to both their newsletter and their signup form, they've set the expectation for how often they email — and communicated a clear benefit for joining. Not bad for 131 characters!
As email and social media become increasingly intertwined, it's important to remember that they evolved to answer different but complementary needs. As you join the conversation with your followers on social networks, remember that your email campaigns are a unique opportunity to share sophisticated, content-rich updates. And Facebook and Twitter's link-friendly environments mean that email updates may prove remarkably well-suited for your social media audience.