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Making Your Email 'Social-able'

by Kara Trivunovic  |  
November 3, 2009
  |  3,401 views

When the weather gets warm, we Midwesterners really enjoy hanging out with our neighbors and having a cold drink.

That June evening in Chicago was no different. But as I poured the drinks and contemplated writing this article, I laughed. I realized that I had just coordinated the impromptu meeting with my neighbors via Facebook. I mean, really? They live across the street!

What's even funnier is that I knew they would get the Facebook message before I could walk over and knock on their door. Enter my "aha!" moment.

We as consumers are integrating social-media channels with how we communicate with friends and family. The challenge of being on the "strategic" side of social marketing means that we sometimes lose sight of how real people use those outlets. In that brief moment, though, I realized how I use social media in my daily life—which was my epiphany that day. (I have them periodically.)

So, take a minute and think about the folks with whom you socialize. You may have a professional network (LinkedIn) and a personal network (Facebook). You may tweet for fun or business, or for both—or maybe you just follow some sports figures on Twitter to keep up to date on the latest trade rumors.


Regardless of how you use social media, you are using it, and those you socialize with are like-minded folks (except the occasional "Hey, I went to grade school with you—remember me?" Facebook request that you feel compelled to accept).

What does all that have to do with making your email "social-able?" Everything.

Why you post information to social sites, what you post, and how frequently you post has everything to do with your motivation behind it. If you, as a marketer, can understand and apply those motivations to your audience and couple that with a content-development strategy to tickle those motivators—you will have a successful social-email program.


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Kara Trivunovic is founder and principal of The Email Advisor (www.theemailadvisor.com). She is also senior director of strategic services at StrongMail Systems (www.strongmail.com). Reach her via info@theemailadvisor.com.

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  • by Annie Ogdon Cooley Wed Nov 4, 2009 via web

    This is an interesting idea to consider. It is true that there is always a motivation in your social interactions especially pertaining to the online world. Being a part of an email marketing company this is definitely a message we need to convey to our clientelle as a best practice sort of thing. It offers a refreshing way to reach customers where they are at.

    Swiftpage: swiftpage.wordpress.com

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