How To Trigger Social Actions From Your Email Campaign

Most email marketers nowadays use social buttons within their emails but above and beyond placing the network logos in the header/footer of their email sends, they’re not entirely sure what else they should be doing. As a result, they’re not enjoying as many clicks as they should be.

Fear not, we know some simple ways to make sure that you get more social shares via email, read on!

Firstly, It’s unlikely that your recipients will ‘like’ or share your brand for nothing, and why should they?! Instead, give value before you try to take a slice of their social capital.

Perhaps ask for a share or a bit of brand advocacy in the form of a like after they’ve downloaded your latest whitepaper or watched your latest training video. This way your giving something to them (buttering them up?) before asking them to do something for you. Better still, make it so good, that they’re compelled to share…

If you're bored with social media, you're trying to get more value than you create - @FastCompany

Give them a reason:

Not everyone will share or like content for the same reason, a single piece of content might make one person LOL (laugh out loud) and want to share it and another tut and sigh. But what do the majority like and want to share? Well, I’m sorry to tell you that if we knew the exact fusion, we’d be viral sensations and would probably be making yet another cat video right now.

Having said that, there are of course many studies that have been conducted into why people share content online. One of my favorites is this one by the Customer Insight Group (CIG), at the New York Times.

They found that there are 5 types of motivation that explain why people might share something online, they are as follows:

  • To bring valuable and entertaining content to others – Therefore, when sharing exclusive content and offers, try and strike a balance between being entertaining and truly valuable.
  • To define ourselves to others – According to the group, 68% share to give people a better sense of who they are and what they care about.
  • To grow and nourish our relationships – They found that 73% share information because it helps them connect with others who share their interests. Therefore, talk to your subscribers about the community they’ll be joining and explain the value that lies within it.
  • Self-fulfillment – According to the results, 69% share information because it allows them to feel more involved in the wold.
  • To get the word out about causes or brands – 84% share because it is a way to support causes or issues they care about.

Make it REALLY easy:

Don’t just link users to your Twitter page – use Twitter’s web intents instead.

Wondering what on earth that is? Well, if you’ve already got the tweet button on your site or within your emails then you’re already using the Web Intents API, but you’re probably not harnessing the true potential.

Twitter says that ‘web Intents provide popup-optimized flows for working with Tweets & Twitter Users: Tweet, Reply, Re-tweet  Favorite  and Follow. They make it possible for users to interact with Twitter content in the context of your site, without leaving the page or having to authorize a new app just for the interaction. Web intents are mobile friendly, and super easy to implement’.

With web Intents, in a few super simple steps, marketers can enable their recipients to Tweet, Reply to a tweet, Re-tweet, or favorite any tweet straight from the inbox.  Creating these Web Intents is ridiculously easy, click here for the walk through: https://dev.twitter.com/docs/intents

In addition to using web intents, consider the positioning of your social icons within your email. What is it that you want your icons to encourage? If it’s shares then there is little or no point in you placing the icons within the header or footer of your email. Instead, place them prominently right next to your most exciting and engaging content.

Say Thanks!

Saying thank you when someone RT’s you or likes a post can go a long way in the social economy. When you get shares – if appropriate, re-share them. It’s good manners, helps to keep the community healthy and does wonders for your Twitter karma.

We know that you care about getting social shares via email and hope that today’s post has reaffirmed the fact that email is a ready made social community.

If you have any questions about this post then please don’t hesitate to ask us in the comments section below. Failing that, tweet us @dotmailer.

For a further 10 key steps and over 30 bullet-proof tips for making your email and social media marketing work together, download our Guide to Social Email Marketing:

Social Media and Email Whitepaper