All I Know About Social Media I Learned from Email
Recently I shared how everything I know about blogging I learned from advertising. As a companion piece, I think its equally worth noting the engagement lessons for Facebook and Twitter that you can learn from email marketing. Often forgotten as the un-sexy, boring older sibling of new media, email marketing has many valuable insights for marketers working to build a brand-driven community with social media.
Start with a Clear Objective
In email, as in all marketing campaigns you need to start with a clearly articulated goal. This will drive execution and help you measure results. Are you emailing to drive sales? Site visits? Interactions? White paper downloads? You need to know going in. The same holds true for social media. Define your goal and use that to drive your engagement strategy and your measurable outcomes of success.
Always Be Testing
Test, test, test! ...