I imagine you don't know this about me, but I've got a soft spot for furry four-legged critters. So every time that I get an email marketing campaign (like this one) full of cute, adoptable dogs, you can count on it being something that I share with every social network that I'm on.
Extra special email campaigns and causes seem to rise up, grow a pair of legs and earn a new life outside of the inbox.
The inclination to share hits everyone differently, so I spoke with four of Emma's social-savvy staffers to find out what makes them click the share button. Read on to see if you can spot a trend or two.
Jamie: I'm a big fan of giving back, whether it be to a cause on the world stage that strikes a chord with me or an adorable little leaguer going door-to-door selling candy bars for new uniforms.
Email is an invaluable tool for nonprofits to quickly and effectively raise awareness in a fast, cost-efficient and attention-grabbing way online.
So, as a recipient, I'm very likely to spread the word to my social networks if there's an immediate need, like a call for last-minute volunteers or emergency donations. Hitting that share button never felt so good!
Patrick: In short: relevance. Whether it's a sale at a shop, an upcoming event, a news article or a video I know my friends and followers will find hilarious, it has to be fully relevant for the people to whom I'm sharing.
If you're reaching me directly with information that's actually suitable to me, then one can assume that my social network friends and followers are – for the most part – like-minded and would appreciate receiving the same information.
Cliff: I usually share an email if it strikes a chord with me personally or professionally. If it's something that I feel a part of or something that inspires me, I'll share it.
But, before sharing anything on a social network, I always ask myself a couple of questions, such as "Does this post represent me?" and "Would my friends and followers find it interesting?" If my answers are "yes," then I'll share. I also ask myself questions like, "How many is too many when it comes to pictures of my dog?" and "Should I cool it with this many karaoke updates?" My filter tends to be stricter for the first two questions ... (Want to see a picture of my dog, Sir Henry Wiggles? Thought so.)
Seth: My reasons for sharing an email via a social networking site are largely content-driven.
Being a bit of a design nerd, for me that means anything design-related that I think is noteworthy and cool, and anything I think that people who have similar interests (the people I most frequently communicate with via the interwebs) might enjoy as well.
This may mean different things for different people – music-related news for the audiophiles and cat pictures for, well, pretty much everyone. Essentially anything I find interesting or informative is likely to make its way onto someone else's feed.
Making your emails more sharable …
Wish more folks were sharing your emails on Twitter, Facebook and LinkedIn? Here are a few quick tips:
- Create a purposeful call to action in your email prompting your subscribers to share with their friends and social networks. You can even sweeten the deal by rewarding those power sharers. (Never hurts to ask, right?) Learn how to turn on social sharing for your emails.
- Design a subscriber preference center, and give your audience the ability to choose what sort of content they want to be receiving.
- Smartly segment your audience, then send.
I hope that I'll see your email campaigns showing up in my social feeds soon. And if you've come across an especially share-worthy email lately, please tell us about it in the comments section here.