The Socialization of Email Marketing

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It seems that everywhere you turn, businesses, media properties, and brands are asking us to connect with them in the social Web. Whether it’s on TV, in press materials, advertising, or email, brands are vying for our “friendship.”

In July 2009, Bill McCloskey in partnership with StrongMail, analyzed the email marketing campaigns of top brands and how they integrated social profiles into the marketing presentation. McCloskey observed that top brands were reviving email campaigns with the inclusion of links to social profiles, specifically Facebook, Twitter, and also MySpace.

McCloskey reported that top brands such as Nike, Intel, The Gap, Pepsi, Sony, HP, Home Depot, Lane Bryant, Circuit City, Saks Fifth Avenue, Polo Ralph Lauren, Lands’ End, and J.C. Penney included Social Media within email marketing messages. As expected, since 2007, the number of email campaigns that contained links to Facebook and Twitter dramatically increased, becoming the two most prominent links integrated in all email marketing initiatives in 2009. As of June, the number of campaigns that included a link to the branded Twitter account grew to 41,399, with 41,052 for Facebook.

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