A B-to-B marketer recently added such a link to its HTML e-mails and saw a tenfold lift in referrals compared to its traditional forward-to-a-friend link.
The conversation about your company and your customers is happening all around you. If you have a social media presence, look for the key data points that will allow you to accelerate your current marketing programs. Information nuggets such as product recommendations, positive comments about your company or referral links are readily available to you today. And while you are taking advantage of these endorsements, plug into the negative comments as well to gain valuable feedback that can help you improve your product mix and customer service.
Jeff Hassemer is a 15-year database marketing veteran and vice president, product management of Entiera, a provider of on-demand marketing automation solutions. He can be reached at (763) 559-0902.