Traditionally in email marketing, distributors give those on the list the option to “Forward to a Friend” (FTAF), the information they’ve been given. What’s becoming more and more popular is integrating SWYN, or “Share With Your Network”. This gives customers, clients, subscribers and supporters the opportunity to not just share valuable email info with a selected few from their online address book, but to reach out to and share with everyone within their social media network. After all, if Facebook were a country it would be the world’s fourth largest, between the United States and Indonesia*.
Since social networks have more total reach than email worldwide, isn’t this integration an obvious option to include? Do not however, contemplate moving away from email marketing as a tool. It’s valuable and it works. Those on your email list are your main squeeze and valued group. Email marketing builds relationships and the social part retains that relationship.
Additionally, consider taking the attractive bits of social media, and incorporating them into more traditional forms of marketing. Be consistent and informative (“what’s in it for me?”) and encourage two-way communication. How inviting is a “do not reply” email address? Advance by including the option to respond to the email and its contents.
Learn a little from Twitter, too. The email message itself isn’t the channel for the content; its purpose is to get people to do something. Therefore, make it short – not 140 characters short, but short enough to not lose the interest of the reader. On the topic of Twitter’s “followers” popularity, you can have them too – make newsletter sign-up links a prominent feature on your profiles and website.
