Twitter Emails – A Brilliant Move or Spam?
Why do social networks send emails?
Is Twitter emails a brilliant marketing strategy or obnoxious spam? Email is dying, out of fashion, old school, hit its peak, declining, and not in vogue.
Email marketing is dead, long live email. Twitter and Facebook are the new kings.
But, has email really died? Is Twitter and Facebook really taking over the marketing world?
Twitter Email
I don’t think so. Interesting anyway. Facebook sends emails, LinkedIn sends me an email, Quora send me an email, Slideshare, Pinterest, Livefyre, Disqus, Scoopit sends all send emails. Outlook does not send me an email!
So why are the social networks sending me emails if the email is dead?
Why do Social Networks send emails?
One (2) words. It works!
“People who check email first (in the morning) are more motivated to interact with brands online for the sake of obtaining deals, promotions, or new product information.”2010 Exact Target
People, potential customers, who first check emails are therefore predisposed to interact with brands! Interesting, very very interesting. I smell an opportunity.
So we should probably test the delivery of email for early morning and segment those people who open and click-through are more predisposed to interactions. Brilliant. This is a new email market segment! Fantastic. Now we are getting somewhere.
Why do social networks send us email?
Integrate Your Marketing
They have integrated their marketing. And understand that we do not spend our entire lives on one channel and actually we use multiple channels to communicate. This infographic on which marketing channels we use help with the visuals.
“If your Marketing is not Integrated, it’s coagulated” Tweet This
Integrating your marketing messages presents a seamless, cohesive look/feel/voice to your customers and it is ‘best practice’.
Nobody said marketing was easy! rewarding yes, easy no.
Be Everywhere with Your Marketing
As an owner and a marketer, your challenge (if you dare to accept it) is to have the correct content available, for the right person, in the right place, at the correct time when they are looking for it.
That is a tall order. Yes, it is. And it means that today is the day to publish that white paper you have worked on. So tomorrow your ideal customer will find it.
This is the core of B2B and B2C marketing. Here are the facts that back it up and here are the B2B Lead Generation Strategies slides to help.
That tweet of yours from 2 minutes ago with the link to your new blog post? Well, I missed that, sorry. But, post it on your Facebook page and I will probably see it tomorrow morning, or update your Google+ and I will surely see it there.
Surround your Customers with your Content
Not in the creepy I’m stalking you sort of way.
Touch Point Corral – Jay Baer uses the phrase an “Touch point Corral” of Email subscription, Facebook like Twitter follow, SMS and email sign up during his “Facebook & Email Bert and Ernie, “Let us be Friends” webinar.
Brand Touch Points – The idea where the customer is in the centre surrounded by the brands channels, a virtual corral.
Jay’s Touch Point Corral is the idea that the customer or potential customer is in the middle and surrounded by the various channel of the Brand, a virtual corral. The concept is brilliant. Independent of which channel the customer is using the brand is available to answer a question or is communicate with.
This post on how we consume content throughout the day help to illustrates the idea from a marketing channel perspective.
Why do Social Networks send me emails?
Because Twitter, Facebook, et. al. understand the power of email as a channel. They get that integrate marketing works.
Twitter, Facebook and LinkedIn know that I will check my email inbox more often and earlier in the day than I will check into my Twitter. This is fact not fantasy.
Why do Social Networks send me emails?
Why send emails? Because Twitter, Facebook, Quora, etc. know people check email in-boxes for new message the first thing in the morning. Which almost guarantees a look at their email.
Because they understand that integrating all of their marketing efforts pays dividends. Dividends is money.
Call this Top Of Mind Marketing.
So why do Social Networks send me email marketing?
Your Turn? Are Twitter Emails one step too far?
What do you think Social Networks are sending email to us? Do you agree with my assertion?
What do your check first thing in the morning? email, Twitter, Facebook?
What thoughts do you have on social networking? Are you active?
What marketing channel do you find most effective with in your niche / business?
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