A recent article in MarketingProfs.com raised some red flags for this email marketing vendor. And if you follow this advice, you might end up with some email delivery problems.
The author suggests repurposing social chatter about your business in your email marketing. I agree with this suggestion in principle, because we want to be sharing our content across multiple media, and repurposing content from social networking sites as email marketing content is one way to do so.
However, there are two things we’d like to add as a caution to this article.
First off, your email marketing must be more than self-serving or you’ll earn yourself plenty of unsubscribes. You could even damage your email deliverability rate if people report you as spam because they don’t like what they see…and who likes to see self-serving messages?
If you’re going to copy and paste in comments about your business into your email marketing, please make sure you at least provide a context that somehow makes doing so relevant to the audience.
Secondly, your motivation must be more than building “the impression among your subscribers that your brand is a major social media player,” as the author states. Unless you’ve done testing that shows this is the kind of “relevant” information your subscribers want, I’ll argue it’s simply fluff. If they did care about your social media presence, wouldn’t they already “like” you on Facebook or follow you on Twitter?
There might be bona fide reasons for repurposing this content, such as creating share-worthy emails or building community among your subscribers. Make sure you’re motivated by customer-focused factors like that, not by something as base as bragging rights.
Repurposing social content is a good thing but a perceived bragging in your email marketing will hurt you more than anything . Knowing what your audience wants to hear and being clear on why you’re sharing your social chatter should be driving what content you share. A great secondary goal could be putting these suggestions to work if you want to avoid email delivery problems.