Connecting e-mail and social media Connecting e-mail and social media

SMEs rate e-mail and social media marketing channels  as the easiest to use and the most cost-effective for customer communications and marketing. Campaigner, an e-mail marketing service and brand of j2 Global, Inc. that empowers companies to better attract and retain business through creative e-mail marketing campaigns, is introducing new features that integrate the two favoured tactics. The new social sharing functionality allows businesses to take a more holistic approach to online marketing and brand development.

“The synergies between email marketing and social media are evident, particularly as email marketers explore the value of enabling their messages to be easily shared on social networks like Facebook and Twitter,” said Paul Turnbull, Product Manager, Campaigner. “Instead of having to deal with both an e-mail marketing service and social media management tool, customers now have the ability to share e-mails on multiple social platforms through one easy-to-use interface. We are excited to deliver on many of the top requests from our customers and look forward to meeting their evolving e-mail marketing needs.”

With the highly anticipated incorporation of the share-with-your-network (SWYN) functionality, e-mail marketers’ subscribers can now pass along emails they receive to their own networks via Facebook, Twitter, LinkedIn and Google+ using sharable permalinks.  Available in both Campaigner’s E-mail Editor and Smart E-mail Builder, e-mail marketers can now amplify e-mail marketing messaging by using the new Campaigner sharebar and add social sharing links within e-mails. This allows subscribers to pass-along content like promotional offers and insightful newsletters to prospective subscribers. These new social sharing capabilities enable email marketers to be more discoverable, extend the reach and enhance the life of their email campaigns, and provide another means of building subscriber lists.

As subscribers begin to share content, e-mail marketers have more means to grow their email subscriber lists. Campaigner measures the views originating from Facebook, Twitter, LinkedIn and Google+ to help customers gain insights into the impact of each social media channel and track the success of new shareable email campaigns.

Subscription Management Simplified and Customised

Campaigner has also added new functionality for customising subscription management forms and messaging. Businesses can customize how subscribers can access and manage email preferences, edit their contact information, and opt-in or out of mailing lists and types of campaigns they receive.  This allows email recipients to more easily change preferences, update their e-mail address or unsubscribe completely using clear, dedicated forms and help ensure compliance with regulations such as CAN-SPAM.

As part of this functionality, users now easily control which mailing lists are exposed when subscribers update their preferences for a specific e-mail campaign. In addition, it is now possible to make any mailing list visible or hidden, which can be useful to separate mailing lists used solely for internal contact groupings versus those mailing lists that your subscribers can opt-in or out of.

Additional features now available to Campaigner users include:

  • Compatibility support is now extended to include the latest versions of Firefox and Google Chrome browsers.
  • Quicklinks enable frequently used and custom hyperlinks like subscription management and social media links to be stored and more easily inserted into any e-mail campaign. This also gives users easy access to 25 user-defined links.
  • Multi-user support – Administrators can now add and manage other users within the primary account. New users can also log in using their own credentials.
  • Campaigner’s Smart E-mail Builder, the advanced tool for creating new e-mails, now includes more text formatting and alignment controls, as well as the ability to insert merged fields and Quicklinks support.

For more information about Campaigner’s new features, visit www.campaigner.com/whatsnew and view the video tutorial at http://campaigner.com/resources/tutorials/csb/Social_Sharing/.

Rushika Bhatia Editor

Rushika Bhatia is one of the region’s leading commentators on business and current affairs issues. She is the Editor of SME Advisor magazine - the flagship title of CPI Business. She is passionate about infographics – with special emphasis on data, research and statistics. Rushika has a Bachelor’s Degree from Indiana University, USA and is also CIMA qualified.

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