Two primary methods to connect E-mail Marketing Campaigns to Social Media

There are two primary methods to connect e-mail marketing campaigns to social media:
?�� �Direct method. A campaign is distributed directly to the organization’s own social media properties, such as a company blog, a company Facebook page, or a company Twitter account. This direct method extends the campaign beyond target e-mail segments to an audience which has previously opted-in to follow the company’s social media sites. As with any marketing campaign, volume and frequency of campaigns must be managed to prevent communication overload. A process for moderating and responding to comments should be in place before extending e-mail marketing campaigns to an organization’s established social media properties.
?�� �Indirect method. A campaign is enabled with social sharing features built into the e-mail message. This enables e-mail recipients to share the campaign via the social media site(s) of their choice through a single click.

Recommendations
1.�� �Don’t extend every e-mail campaign to social media channels. Marketing through social media channels can make even the most highly targeted offers completely visible to other segments. The very nature of social media can rapidly spread customer dissatisfaction stemming from a perception of unfair treatment.
2.�� �Ensure campaigns can be tracked when extended to social media channels. As long as the e-mail contains Web tracking bugs and a URL is provided to a main campaign Web landing page, the campaign can still be tracked after referral from the original recipient, just as with traditional e-mail marketing (forward to a friend) tracking.
3.�� �Don’t be afraid to roll your own social media integration. If your e-mail marketing application does not provide a widget to enable recipients to share through the e-mail social media channels, manually include this feature in your e-mail messages. This can be done by employing a third-party social sharing aggregator, such as Add This, Share This, or Add to Any.

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