Article:
Making Your Email 'Social-able' : MarketingProfs
Favorite line:
Just because you include a "post to social" link in your email doesn't mean anyone is going to take you up on it.
Summary:
We have to motivate our customers to interact with us through self expression, status achievement, altruism and self interest.
In practice:
Self expression - send an email that encourages customers to craft their ideal day at a resort community and then pass it along to their friends. Options for the ideal day could include picking from a bank of ideas from playing golf to cooking dinner with friends.
Status achievement - create a points based system where customers earn points for completing a range of sales funnel specific activities. Open an email - 1pt; comment on a Facebook post - 2pts; visit a sales center - 3pts etc. Point leaders could be showcased and rewarded.
Altruism - develop a referral program where for every referral a customer provides we will make a contribution to a charity or build up a carbon offset bank. This could live solely online where the referral gets logged when the new customers email address has been submitted; this action would also auto contribute to the good cause.
Self interest - thinking about using email to spur social action; have an ongoing contest that for every 10 friends a customer sends the email to, they will get a $10 coupon for use at a store.
Tuesday, January 5, 2010
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