Marketers have been tirelessly building their email audience for the past 2 decades. When social media began gaining significant consumer adoption in recent years, marketers patiently waited on the sidelines for a unique opportunity to involve their email audience with this new social movement. It only makes sense; a marketer has an email audience of 1M plus people and the presence of social networks. Certainly a complementary digital strategy must exist between email and social to allow this participation to occur?
To our dismay, a solution that allowed marketers to harness the power of their email audience in social media, and provide insight, never emerged. As it remains, Marketer’s have their email strategy and their social strategy; they rarely talk to each other.
That’s when the Yesmail team started thinking outside of the box.
Take an email campaign and have it appear inside of the famous 'Facebook Feed.' Through our Market Intelligence tool, we have mountains of data that prove consumers LOVE engaging with posts within their 'Feed.' Our data also showcases that natural posts from their friends perform extremely well, as they offer referential credibility.
Through hard work, a fridge full of cola, and determination, we were able to build a mechanism that would allow marketers to enable their email campaigns ‘social share’ capability by inserting a simple URL in the campaign. Once the URL was inserted into the HTML, email subscribers could now share an email campaign on the following networks:
…..Impressive? Not really. It is 2014 after all. So we challenged ourselves even further with the following question:
"Once an email campaign shares on a user’s social network, wouldn’t it be cool if a marketer could track the additional campaign engagement, subscriber acquisition, and associate revenue back to that original email subscriber?"
Here’s an Example
If Acme was able to attribute Chris’s purchase back to John Smith’s social share of the email campaign, the strategy in which Acme communicates with John will significantly change. Acme will now have visibility into John’s true consumer value.
Example: Social Share / Attribution Statistic
If marketers were equipped with the social share capability and attribution tracking defined above, it would truly enhance the relationship between email and social. It will also provide new ways marketers can communicate with actively sharing subscribers. Perhaps additional incentive strategies could be developed for those actively sharing email campaigns.
Welcome Yesmail’s Social Attribution Intelligence
With the creation of Social Attribution Intelligence, Yesmail provides marketers with this exact capability, and we couldn’t be more excited about it. This groundbreaking technology re-affirms the importance of email in the digital marketing eco-system, and further defines email’s priority among other digital channels.
Social Attribution Intelligence provides marketers with the following capabilities:
Live Example: Kristin enabled a PepBoys campaign with the social share feature and shared the email campaign on Facebook.
As you can see from the example above referred by Kristin, the email offer falls in the feed, is an viable size, and not a sponsored ad. This stands apart from the display advertising on the right-hand size of the screen, and is more likely to take precedence to a user’s line-of-sight.
The following thoughts should now be top-of-mind for marketers: