E-mail Gets Some Much Needed Resuscitation
I read a report this week that e-mail click-thru rates get a significant bump when social media sharing components are added to the message.
This is good news for publishers' e-newsletters and marketing efforts that may be seeing drops in subscriber counts and engagement. With the emergence of social networking, mobile content and text messaging, and still no real answer to e-mail spam, the future of e-mail as a content delivery and marketing tool is in doubt.
Lyris and Target Marketing magazine, a sister publication to Publishing Executive, put on a webinar earlier this year that discussed integrating email marketing and social sharing. I'm including some of the presentation slides in the above link.
Getting social sharing links added to your e-mail templates is simple and pretty straightforward. Before you write to tell me that I'm not practicing what I preach, we're working on some other tweaks and tests to our e-mail templates as I write this post.
The good news is that you don't have to be a PHP developer or know anything about APIs or another technology to get this done, so don't let a developer tell you otherwise. Using very basic HTML links ("hrefs"), you can have social sharing as part of your e-mail.
- Here is one example for Facebook: http://www.facebook.com/share.php?u=[URL]
The "[URL]" would be the website address you want to have shared in Facebook.
- To get a message added to someone's Facebook account, use: http://www.facebook.com/connect/prompt_feed.php?message=[MESSAGE]
The "[MESSAGE]" can be whatever you want, but keep in mind the Facebook account owners (your readers) can change it to whatever they want.
- For Twitter, use the following: http://twitter.com/home?status=[TEXT]
The "[TEXT]" can again be anything that you want to include.
- Lastly, for LinkedIn, you can use: http://www.linkedin.com/shareArticle?mini=true&ro=true&url=[URL]&title=[TITLE]&source=[site]&summary=[text]
There are other variations to everything I've included above, but this is enough to get anyone started.