Dive Summary:
- Play into users' quest for knowledge by offering them exclusive email tips in order to turn social followers into email subscribers, creating a deeper relationship.
- Post about coupons, discounts, or sales offered only through email so that social fans see the incentive to sign up for your email list.
- Use words like "trendy," "club," and "insider" to create a buzz around your email marketing and draw the attention of your most trend-setting fans.
From the article:
How do you make new friends -- through work, the gym, a bar perhaps? Chances are there was a point at which you crossed from knowing your friend casually in a group setting to communicating with that person directly. This is analogous to bringing your relationship with social followers into the email channel.
Social channels, while they can be one-to-one, are mostly like parties -- lots of people talking and listening at the same time. The message is necessarily different. Email is more like a letter -- better for creating a deeper relationship than parties (i.e., social channels)...
