Contrary to what many pundits espouse, e-mail is far from dead. It is a very personal channel that is effective in raising the level of engagement with consumers, Sundeep Kapur writes. Here are some tips on getting consumers to "like" or follow your brand on social media channels even more.
Start with the signup page. Tell them who you are on your signup page(s). Make it easy to find your social media links by putting them on your e-mail subscription page. If you can, and if your consumer is willing, facilitate the email signup via social media. The Wall Street Journal does a nice job in this respect. Privacy issues may stop you from using the Facebook, LinkedIn, or Twitter sign-in to create an email account, and a few financial institutions have learned this the hard way.
Send a socially focused email message. Run a campaign each month where your primary call to action is to invite your consumer to join your social media following. When you do this, don't take them to an empty discussion board. Instead think about getting your consumer into a discussion that is already well underway. Hold back on the offer to sell to the consumer within the email or even on your social media site as soon as they get there. Instead, use a content engagement strategy to get them there, get a dialogue going, and then make the offer. This step-by-step approach works very well.