Marketers can now harness the power of social networks to help email campaigns go viral and acquire new subscribers with the launch of a new marketing tool.
dotMailer (dotmailer.co.uk), a UK-based, industry-leading provider of email marketing solutions, has added social network bookmarking links to its email marketing system to allow marketers to take advantage of the Web 2.0 boom.
Every email sent using dotMailer can now include links to the bookmarking facility on a range of social networks and sharing websites such as Facebook, Digg, Reddit, del.icio.us and StumbleUpon.
With 78% of the UK online population using social networks, the highest in Europe, marketers are looking for ways to take advantage of this new genre.
his new tool allows them to integrate Web 2.0 into their online campaigns in a way that hands the control to their customers, making it simple for any recipient to share an email with their friends directly through their social network – extending the reach of marketing messages.
This gives dotMailer clients the ability to put in place and track links from email messages to social networks and in doing so, enhance the viral nature of this marketing genre.
The data from these links is then easily fed into the dotMailer reporting suite – allowing marketers to track links clicked in real-time, as well as the number of users that viewed the published information, allowing thorough analysis of how the viral element is working.
The links themselves are easily added to any email message using dotMailer’s simple and intuitive template editing system which then automatically includes all the tracking tools.
The social network tool will also help marketers achieve another key challenge – the acquisition of new email addresses for their marketing database.
By capturing recipients they have the opportunity to gain valuable new prospects who have a shared interest with their existing subscriber base. Including a ‘sign-up’ link in the message means that anyone who sees the email on a social network can then subscribe – adding valuable new recipients to the list.
This is also a useful strategy for seeding a viral marketing campaign – another marketing tactic where email marketing, with these tools enabled, can play a big role.
Tink Taylor, dotMailer’s Business Development Director and a member of the Direct Marketing Association’s Email Marketing Council, commented, “Email marketers are already having to deal with increasingly crowded email inboxes and are now also facing further competition from the messaging facilities on social networks. This tool allows our clients to bridge the gap.
"It puts the recipient in control of what they do with the information they receive and lays the challenge firmly at the feet of the email marketer as viral marketing relies on having a powerful message that people want to share. This new tool allows senders to analyse how well their message is being picked up and provides unprecedented visibility into how a message is transmitted across the most popular social networks. ”
“The growth of social networking means that marketers need to make sure they take advantage and tap into this wave of popularity. Email is the perfect vehicle to do this in a way that isn’t intrusive and allows a viral element to be shared amongst friends quickly and easily, providing a way in for brands to promote themselves on these websites without the message becoming forced,” concludes Tink Taylor.
Notes to Editors
dotMailer is a UK-based, industry-leading provider of email marketing solutions, backed up by a dedicated client services team to help customers get the most from their investment in email marketing programmes. The dotMailer permission-based email marketing system allows users to create or edit high-impact HTML emails and manage all aspects of their email campaigns from the desktop via a secure web interface. dotMailer offers the industry’s most powerful campaign measurement tools, including conversion and ROI tracking. dotMailer is a division of Ellipsis Media, a web design and development company.
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