Thursday, January 28, 2010

Email Campaigns Bloom With Social Media

Pepsi recently became one of the first companies to pull its Super Bowl ad spend and redirect it to social media. Breaking a 23-year tradition, Pepsi instead will invest in a social media campaign called the "Pepsi Refresh Project." The project will enable people to start communities for charity projects that need funding. People get involved by suggesting and voting to determine which projects get funded by Pepsi.

Reading news like this, it's easy to think that social media is choking off all marketing efforts. Truth is, for email marketers, social media is one of the most useful tools available to make campaigns bloom with more targeted, relevant and successful emails.

By including a social sharing feature in email campaigns, marketers can extend the reach of those campaigns by letting members do the sharing with others who they feel will be interested in receiving emails. Like the old shampoo commercial: "They'll tell two friends, and so on, and so on." The result is a boost in brand awareness. In addition, this provides an excellent vehicle to augment email lists.

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