Have you ever marveled at a brand that engages its Facebook fans, Twitter followers, and YouTube subscribers in friendly conversation while delivering remarkable, relevant social media content? In contrast, have you ever received an email from that very same brand that’s so aggressively bland it could only have been built by an intern or a spam bot?
How did email content become a forgotten marketing channel when it has higher click-through rates, conversion rates, and ROI than any other channel? And not only was email the most popular online activity of 2012, but it’s also the channel through which a staggering 77 percent of consumers prefer to receive permission-based marketing communications.
Some marketers are under the misconception that they’ve nailed a social email content strategy by placing a few social sharing buttons in their email templates. But social sharing buttons don’t make email more social — great social media content does. The self-serving sales pitch you pasted into your email template isn’t going to spread like wildfire across the internet just because you embedded a social sharing button.