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Combine E-mail and Social Media for True Engagement

Posted by: Today's Tip Contributor on August 15, 2011

In today’s highly connected world, effective marketing is no longer about broadcasting content and promotions. Talking at your customers doesn’t fly. Social media have changed the way businesses connect and communicate with their customers and prospects. Consumers want more than content. They want to get to know the people behind the brand. That means you must engage.

The tools for engaging your audience include both social media and e-mail. It’s not a question of which channel is better. Your customers want and expect choices. Some prefer to connect on Facebook or Twitter, and others through e-mail. That’s actually a good thing, because e-mail and social media go hand in hand.

E-mail remains the best way to get your message heard, but social media are the best way to get your message to spread. Why not leverage both? You can expand the reach of your e-mail campaign beyond the inbox by simply sharing a link to the campaign across your social channels. Additionally, adding the "Like" and "Tweet" buttons in the body of your e-mail will make it easy for your subscribers to share your message with their friends. Another approach is to use a strong social call-to-action to draw your readers to Twitter or your Facebook page to continue the conversation.

It’s no longer enough to just broadcast a message. Now you must listen and respond to your audience. These are the key factors to effective engagement marketing, and both e-mail and social media are the tools to make it possible.

Mark Schmulen
General manager, Social Media
Constant Contact
Waltham, Mass.

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