You have two emails sitting in your inbox. One is clearly for your best friend’s birthday party and the other, well, it’s your younger brother hitting you up for money. Which one are you more likely to open first?
The party invite, right? Your audience is no different. Of course, having a call-to-action that requires contributing or purchasing is necessary, but it’s just as important to make social emails a part of your campaign.
Creating emails with a social call-to-action, will increase engagement, thus increasing brand affinity. It could be as simple as a request to join your organization on Facebook and Twitter or could be more complex, like inviting your audience to join in on a video contest on YouTube. Either way, it’s essential to integrate your social media outreach into your email marketing campaigns. Not only does it increase engagement on your social media sites, but it also can increase your fan base, open rate and brand affinity.