Email's Evolving Role in a Social World
Track, isolate, segment and market to those who share your content, Phelan advised. They're your loyalists. Retailers have become addicted to sending more email, he added. Social media has forced marketers to be more conversational. Following up on Phelan's point, Beasley added that offering an incentive to sharers (e.g., percentage off their next purchase, free shipping, etc.) can help increase the sharethrough rate on your emails.
The panelists concluded the session by offering up some final takeaway thoughts for the audience to consider:
- If your product is being talked about (e.g., product reviews), that's social media, said Phelan. Don't just focus your efforts on Facebook and Twitter.
- Brands might need to be thrown on the back-burner for the time being in favor of deliverability concerns, said Pham.
- Provide a value to subscribers (e.g., an incentive) and they'll prioritize your address, said Berkowitz. And there's no harm in asking subscribers to prioritize your address, he added. We're not afraid to ask for social fans or likes, Phelan pointed out.
- When subscribers opt out of your email program, take them to a landing page detailing what they'll be missing out on, said Pham.
- Design emails for Facebook Messages as you would for Twitter — i.e., very stripped down of graphics, said Phelan. And within Facebook Messages’ emails, use short URLs that are trackable, added Berkowitz.
- Email copywriters’ lives are going to be hell, lamented Beasley. They better learn how to write really, really short copy. The email design rules to follow (at the moment) are more text, less graphics and shorter copy, she said.
- There's an opportunity on the B-to-B side to build your authority via Twitter, said Phelan.
- If you have a product that you can make a video of, put it on YouTube, advised Phelan. People are searching YouTube and Google all day, he said.