Three tips to use social media content in your emails


Social media content and email marketingIn a previous post, I talked about Selligent’s social sharing features and how they can be, among others, used to identify social influencers via email in a quite advanced way. Obviously, there are more ways to integrate social and email. The key question is whether the ways you do it are relevant for your contacts and your business. Even with some simple social content tactics you can achieve results. A few examples.

People, and more specifically their needs, are what it’s about in marketing. In serving these needs in a cross-channel way, content and context play a huge role.

To get a more personal connection with your email subscribers and achieve social results, here are some ideas you might find useful.

1. Incorporating testimonials and reviews in emails.

You don't need testimonials from celebrities to give your product some authority. People trust the opinion of others, especially their friends. Social networks are there to help people build relationships. If you have any testimonials on social networks or blogs, you can include them into your emails. Positive review from customers can help you influence customers to buy your product or service in sales-oriented emails, especially when you segment well and match the reviews to your customer/prospect segments. It’s best to focus on social reviews that are related to the benefits of your products and services: your selection criterion should be “how relevant, valuable and persuasive is this review for my contacts?."

2. Linking to blog posts.

There is a good chance that your business or products are being talked about on various blogs. It could be in the form of a blog post or a simple comment. Either way, a positive post or review is beneficial for your emails, again if it’s relevant for your subscribers. You can request the author of the post or review to consent to let you use the post or comment as part of your email. He will most likely consent to your usage. Furthermore, this way you motivate bloggers since you show you care about what they write and pass credit.

3. Referring to online video from within emails.

There’s no denying it: online video is booming. Relevant videos with customer reviews, useful information, product tips and tricks or any other form of content that might interest your subscribers (ask them!) are a great way to offer an enhanced experience and when well done, create viral effects. Why not even involve customers in creating videos if your product is suited for it as part of a more global campaign? Integrate the video in your campaigns (the video itself will typically be hosted on a video platform) and test.

What types of social content will work best in your tactics, obviously depends on many parameters, including your industry and activities. There are much more ways to incorporate social into email (and vice versa). With these three, you can already do some tests.

And don’t forget: make your content in general share-worthy so people will use your sharing buttons.

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