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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Email marketing and social media
IAB Jobs
by Tink Taylor, Business Development Director, dotMailer
Social media has fast become the big buzz-phrase. Whether it’s Twitter, Audioboo or Seesmic, creating and sharing content with friends and followers is all the rage.
And it’s not surprising that social media has taken off. ‘Sharing’ is a very human condition and is one reason why word of mouth marketing – both offline and online - is such a treasured commodity. We trust our peers. Our behaviour is heavily influenced by what they tell us and we are likely to take action as a result of their personal views, as recent research from Marketing Sherpa demonstrates, with 87% of people trusting a peer recommendation over a critic’s review.
The challenge for marketers is entering into these peer to peer, word of mouth conversations in a way that isn’t obtrusive or overtly sales driven. It’s important to be able to seed appropriate content that arms socially active individuals with valuable information that they feel compelled to share, and also provide them with the tools to do this quickly and effortlessly.
Using social media effectively, as with all marketing, is about getting the right content to the right person at the right time. And it is here that email marketers already have a huge advantage. Segmentation and targeting is a fundamental part of a successful email marketing strategy; savvy marketers strive to deliver a targeted message to recipients to give the best possible chance of them opening, reading and actioning the email.
Social media adds another very important opportunity into the mix – sharing!
The chances are that recipients of any email message will have social connections that share similar interests. Therefore, it’s likely that the carefully targeted message you send to your recipient is also something that would be interesting to their online network – whoever those people may be.
Integrating social media into the marketing mix has become easier than ever. It is possible to tap into these networks by simply providing links to social networks in your email communications and providing the means for recipients to quickly and easily share the content virally.
Not only this, but if you include sign-up information on the email or forwarded message, you will create the chance to convert a recipient’s followers or friends and begin building a relationship with them directly as well.
We were the first email service provider in the UK to offer this social media functionality built-in, and it is exciting to see how our clients have embraced this technology and are starting to see very positive results.
And one of the key advantages of email marketing – measurability - is of course built in too. So it’s easy to assess the impact of integrating social media and see who forwarded the messages and whether the new recipient opened, clicked and/or forwarded this.
With this functionality now possible, and easy to implement, what is my fundamental tip for email marketers that want to exploit this new potential audience?
Simple: just carry on sending highly targeted and relevant emails with valuable content, social media bookmarking links and sign-up options, and let your recipients do the rest.
Social media has fast become the big buzz-phrase. Whether it’s Twitter, Audioboo or Seesmic, creating and sharing content with friends and followers is all the rage.
And it’s not surprising that social media has taken off. ‘Sharing’ is a very human condition and is one reason why word of mouth marketing – both offline and online - is such a treasured commodity. We trust our peers. Our behaviour is heavily influenced by what they tell us and we are likely to take action as a result of their personal views, as recent research from Marketing Sherpa demonstrates, with 87% of people trusting a peer recommendation over a critic’s review.
The challenge for marketers is entering into these peer to peer, word of mouth conversations in a way that isn’t obtrusive or overtly sales driven. It’s important to be able to seed appropriate content that arms socially active individuals with valuable information that they feel compelled to share, and also provide them with the tools to do this quickly and effortlessly.
Email marketers are one step ahead
Using social media effectively, as with all marketing, is about getting the right content to the right person at the right time. And it is here that email marketers already have a huge advantage. Segmentation and targeting is a fundamental part of a successful email marketing strategy; savvy marketers strive to deliver a targeted message to recipients to give the best possible chance of them opening, reading and actioning the email.
Social media adds another very important opportunity into the mix – sharing!
The chances are that recipients of any email message will have social connections that share similar interests. Therefore, it’s likely that the carefully targeted message you send to your recipient is also something that would be interesting to their online network – whoever those people may be.
Taking advantage of social communities
Integrating social media into the marketing mix has become easier than ever. It is possible to tap into these networks by simply providing links to social networks in your email communications and providing the means for recipients to quickly and easily share the content virally.
Not only this, but if you include sign-up information on the email or forwarded message, you will create the chance to convert a recipient’s followers or friends and begin building a relationship with them directly as well.
We were the first email service provider in the UK to offer this social media functionality built-in, and it is exciting to see how our clients have embraced this technology and are starting to see very positive results.
And one of the key advantages of email marketing – measurability - is of course built in too. So it’s easy to assess the impact of integrating social media and see who forwarded the messages and whether the new recipient opened, clicked and/or forwarded this.
The aim
With this functionality now possible, and easy to implement, what is my fundamental tip for email marketers that want to exploit this new potential audience?
Simple: just carry on sending highly targeted and relevant emails with valuable content, social media bookmarking links and sign-up options, and let your recipients do the rest.
