Making Twitter a Part of your Email Acquisition Strategy

Karen DiClemente

As many of you know, yesterday Twitter released the Lead Generation Card, a new type of card which allows marketers to collect leads directly within a tweet.

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This could be a game changer because users do not need to fill out any lengthy forms.  Their information (Name, email, and username) is already pulled into the card. They literally just have to hit “Submit” on the Card’s call-to-action.  Currently, this is only available as a feature in Promoted Tweets — a paid feature of Twitter Ads.

As email marketers, we’re always looking for new ways to boost our acquisition.  The launch of this new Twitter feature is exceptionally timely as Listrak recently published a whitepaper focused solely on the importance of acquisition.

This is a great tool to get more bang for your buck from your social media spend.  With Twitter Ads, you pay for the Cost Per Engagement on retweets, replies to, clicks, or favorites your Promoted Tweet — and clicks count both on the URL in the tweet and anywhere in the tweet itself, so this is something you definitely want to test.

It’s important to treat this acquisition source as you would any others (website signup, modal/lightbox signup, etc.) and send new subscribers a welcome email/series. 

There are many reasons that a welcome series is highly recommended. To begin, it validates the email address, which protects your sender reputation. It also reminds subscribers about their opt-in and confirms what they may expect as a result of signing up. In addition, welcome emails may be used to request more profile information while reinforcing your brand. And finally, a welcome series immediately engages new subscribers and keeps them engaged beginning at the moment they have shown interest in your brand.

Will you be testing the new Twitter Lead Generation cards?  Would love to know your thoughts!

Creative: Social Media Promotion

Travis

Here are two nice examples of social media promotion I’ve received in my inbox recently.

Barnes & Noble
I like the message in this email. Instead of the standard “follow us” it leads with “Don’t keep it to yourself!”. In other words they’re asking you to join the community and start interacting instead of just being a follower.

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Abercrombie & Fitch
I haven’t seen many retailers promote Instagram but in this case A&F has created a photo contest via Instagram. It’s an interesting idea and it makes me wonder what kind of response they’ll get out of it. There is one thing that bothered me about it though. For the life of me I couldn’t figure out what the incentive is? I saw no mention of any prizes after clicking through. On the details page it does say "You are encouraged to follow the @Abercrombie Instagram account to see updates and announcements regarding the Challenge". In my opinion I think they’d be better served giving people a clear incentive to participate up front.

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