The hot topic a few years ago was \"convergence\" of interactive mediums like the internet and passive audience mediums like television. Well, it seems that convergence has come and gone, and now online marketers have to face yet another convergence: this time one between conventional email marketing and social networking promotion. Email = Formal, Social Networking = Casual Social networking\'s growth may be considered inverse to that of email, as the 140 character twit gradually replaces many users\' formal inbox. However, the two paradigms will generally continue to co-exist and settle into more sustainable forms. Social networking will gravitate towards the more casual, sound-bite type of applications while email remains the formal long-form, comprehensive vector. Social Networking Adds Value To Email Marketing The primary reasons why a marketer should aspire to have their email converge with social networking is to take advantage of the value that the networks can bring to the success of your program. Personal endorsement: When your customers display your message in their own spaces, it constitutes a personal endorsement to their social circle. This is the 21st century equivalent of word of mouth, the perennially successful marketing process. Reader involvement: By encouraging interest in your brand within a social context, your message will be seen to be relevant and thus will be anticipated when it shows up in the inbox, making it far more likely to be acted upon. List Building: Attracting new participants to your email marketing program increases your email list by gradual accretion. Beating the SWYN Automaton Odds Much has been written about how SWYN (Share With Your Network) is replacing the far less successful FTAF (Forward To A Friend), yet it is not sufficient to simply toss in a few social network links at the bottom of an email. Your customers are not automatons who can be relied on pushing a SWYN button the statistical average of 1.75% of times received. The reader has to find the information compelling and relevant enough to be motivated to share it. What does the message contain that is shareable, not overall but to that specific individual and their social circle? Is a sportscar group going to be more interested in a special discount on a GPS system or on a dishwasher? Your message has to have exceptional merit to be deemed worthy of sharing. A daily barrage of $5 off this hard drive today replacing yesterday\'s sale of $5 off its stablemate will only desensitize the reader. In order to get excited enough to share an offer, your customer has to be wowed by it. Successful SWYN emails contain truly exclusive \"insider-only\" content and are measured in a frequency of months, not hours. Logic & Relevance Are The SWYN Keys The networks listed in a SWYN feature need also be made relevant. If your message regards a special discount on maternity wear, does it need to have a link to Digg, a site that deals in primarily technology and political news? The placement of the SWYN is important as well. Why line them all up like neglected little soldiers at the bottom of the email when they can be integrated in a logical and relevant fashion within the message itself? More than ever before, marketers have to walk a mile in their customers\' moccasins and embrace their individual motivations. Successful marketing historically began as a conversation, then became a \"one-to-everybody\" spot on Ed Sullivan or the SuperBowl, and now is back to being a conversation.
Given the popularity of social networking sites, it may have occurred to you that it would be a good idea to start involving the social networking aspect in your email marketing. However, you may not know how to go about this and may even wonder if you should. If that’s the case, this is the right place for you. Take a look at some great ways to use Twitter in your email marketing campaigns! Place your email subject line on Twitter Create an email with a subject line less than 140 characters (this is in keeping with the rules of Twitter). After you send out your emails, place this subject line on Twitter along with a link to your hosted email campaign. By doing this you can reach out to a whole new target audience. Benchmark Email allows automatic integration with Twitter using which you can place your Subject Line or any message into your Twitter account directly. Add links to your email that go to your Twitter account These links can take readers to your email newsletters or invitations for your events. Placing these links is incredibly important when it comes to resource or newsletter auto responder subscription emails. Try to use the Twitter search feature Frame your subject lines in such a way that they benefit from the Twitter search feature. Depending on what people look for on Twitter and the keywords that you use in your subject line, there is a chance that those who have never heard of you may stumble upon your tweets while searching for something. Place a link on your Twitter account that goes to a form landing page Let\'s say you have a post on Twitter that says \"Click here to read more on the benefits of chocolate.\" When someone clicks on the link, they should be taken to a landing page where they have to provide their email address in order to read the rest of the article. This is a great way to convert followers of Twitter into opted-in email subscribers. Place Twitter information in your emails One way of doing this would be to use queries and comments that have come up on Twitter and feature it your emails. You can even bring out the different responses that these questions brought out. It would also be a good idea to thank all the people on Twitter who contributed with their questions and views. This is a great way to build loyalty amongst your subscribers. Place a \'Follow\' link in your emails Place a link for people to follow you on Twitter, in all your emails. Seeing the number of emails that people get everyday, a potential subscriber may want to see what you’re all about by checking you out on Twitter before deciding to subscribe to your emails. Place links for easy sign ups It would be a good idea to place a \'sign up here to get our emails\' link. This link allows those who see the hosted version of your email on Twitter for the first time to sign up to your list. Make it simple for them by offering sign up forms that require only their email address. Provide the Twitter accounts of all email article authors Placing the author’s Twitter account after the article makes it possible for readers to carry on discussions on the article after reading it. It would be a good idea to have a Twitter account for everyone who is a part of your email communication. If you have any more suggestions for ways to use Twitter in your email marketing campaign, do let us know what they are!