These days, websites, blogs and apps have buttons we can click to share them with our social network. Why should email be any different?
Campaigner, an email marketing service and brand of j2 Global, Inc., recently added a “share-with-your-network” (SWYN) functionality that allows anyone subscribed to an email list to pass on emails they receive via Facebook, Twitter, LinkedIn and Google+ using sharable permalinks. This new functionality is now available in both Campaigner’s Email Editor and Smart Email Builder.
The World of Sharing
Sorry to break it to you: not everyone knows about your brand…yet. But if you’re delivering great content, and even promotions or contests that your subscriber base thinks are share-worthy, the tool is designed to let you seamlessly reach more people when they do click that button and post a link to your email on their Facebook walls.
Let’s say Sally is a long-time customer of yours. She sometimes forwards your emails to a friend or two, but you may not know how many times she forwards it. But if you encourage her to share that same email across her social channels, you can get a better idea of how many pageviews Sally’s Tweet or Google + share generated of your email campaign.
You can determine which email campaigns are the most successful, based on the number of social shares and pageviews. Got a low number? Tweak your email with better wording and offers next time. Got tons of clicks? Continue the promotion or offer a similar one next month.
The idea is to take out the middleman of a blog or landing page, according to Paul Turnbull, Product Manager of Campaigner. A subscriber of the email can click the Like button on Facebook directly from the email, with one fewer click, making it easier to share your content:
“It allows your most engaged and passionate subscribers and fans to be more effective promoters of your brand and be part of the related conversations long after the initial email campaign has been sent.”
How Much Difference Does a Tool Like This Make?
So, how big an impact will this feature have (i.e., how many shares can you expect)? Getting substantial share results through emails is not one size fits all, explains Turnbull. Whether you have a high number of shares or not will depend on several factors:
- The number of social media savvy recipients you have as subscribers
- The size and reach of your social media network(s)
- The nature of your email campaign’s content and its viral nature
The aim of the Campaigner tool, however, it to make it easier for customers and fans to share your email campaign content, through a direct click.