Participating in the world of social media marketing is a challenging and sometimes daunting task. It's all fairly new territory, and strategies are just emerging to quantify the impact of this channel on your overall marketing campaigns. Such a dynamic medium requires flexibility in your approach—and ultimately, the tools you employ to communicate to your customers. Marketers that use e-mail as part of the media mix can leverage dynamic scripting language to aggregate social networking content into their e-mail messages. What better way to justify your social networking ROI than with improved e-mail clickthrough rates?
These scripting processes can integrate social media content into various types of communications, such as:
- HTML e-mails
- Text e-mails
- Landing pages
- SMS (text) messages
The script is a signal for the marketing platform to run a process at the point where you include such content in your message. Such scripting technology can be used for all sorts of useful functions, such as creating relationships in data, adding metadata, providing logic control and formatting data values.
In addition to inbound uses for such scripting technology, e-mail marketers can take advantage of its outbound capabilities as well. The scripting language allows marketers to tag content for sharing in e-mails and to provide subscribers with the ability to share content with social networks such as Facebook, LinkedIn and Twitter with the click of a button.
Takeout and delivery pizza chain Papa John's used ExactTarget's AMPScript technology in its March Madness e-mail campaign this year, which offered subscribers a chance to win a trip to the Final Four by joining Papa John's Facebook fan club. In the first three days of the campaign, the pizza giant added more than 45,000 fans to its Facebook page, bringing the total number of fans to more than 270,000.