E-commerce Link: The Dynamic Duo

Instead of putting the sharing links at the top of the email, King Arthur Flour puts emphasis on its featured recipe, Easy Cake Pudding, then provides four ways readers can share the email via: 1) Forward, 2) Facebook, 3) Twitter and 4) StumbleUpon.

Furniture company Design Within Reach’s Design Notes e-newsletter clearly displays its social share elements in the header, signaling to subscribers its presence on Facebook and Twitter.

How to harness the powers of email and social media to drive your marketing campaigns

• Retailer Brooks Brothers tweets about its recent emails. For example, an email promoted the company’s non-iron shirts for women. On Twitter, the post began “Ladies, enjoy 3 ways to style our classic non-iron …” and linked to the email.

• Chili’s restaurant sent an email with the subject line “Free App? Free Dessert? You Choose!” On Twitter, the tweet was “Celebrate Saturday with a FREE App or Dessert!” which linked to Facebook.

• Marketo, a B-to-B marketing automation firm, relies on whitepapers to build awareness. The company promotes these in email and on social. On Twitter, the tweet was “The Definitive Guide to Social Media Marketing: Download our brand new 80-page e-book for Free.” On LinkedIn, the company promoted the same material with the headline “Secrets to Social Marketing Success: 6 Questions You Should Be Asking.”

Leverage Your Campaigns for Sharing
Not every email is share-worthy. Your strategy will vary depending on the type of communication you send. Just think: If your content, product or offer compels just 1 percent of your audience to share, then you have extended your reach.

E-newsletters provide wonderful grist for compelling your audience to share. Readers often want to share the particular article that piqued their interest.

• Entrepreneur.com’s email presents four or five articles, and after each content clip there are links to share on Facebook, Twitter and LinkedIn.

• Other newsletters will have a dedicated section for social sharing. Sometimes this area is near the top and other times it is a section of the newsletter. I believe the editors want to have a clean, uncluttered look and sprinkling sharing icons after every piece of content adds additional design elements that make the layout look busy.

• Modern furniture company Design Within Reach (DWR) has a newsletter titled Design Notes. It includes several social elements in the header—links to the DWR blog, DWR videos, and to Facebook and Twitter. In addition, there are clear calls-to-action to participate on social.

Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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