Hot News: Merging Email Marketing with Google+ and Twitter

You may have heard that both Google + and Twitter have focused their latest functionality improvements on email addresses and how you can make use of them. Looks like the world of email marketing has yet again come closer to social media. Here’s our take on what’s happening.

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Google+

An update to this social network now makes it easier for users to contact each other. This new setting allows to send and receive emails from other Google+ connections even if they have never exchanged email addresses.

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How it works

The idea behind this is simple. You start typing an email only to realize halfway through the draft that you actually have not exchanged the email addresses with the recipient. What now? Until recently, you would have to first contact that person via social network to request their email address. Only then you would be able to send them an actual email.

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From now on, if you already have a person in your Google+ circles, Gmail will suggest these connections as recipients of the email you are composing.

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Google connections

Source: http://gmailblog.blogspot.com/2014/01/reach-people-you-know-more-easily.html

 

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Google connections

That’s pretty interesting to be honest. If you’re worried that you will be receiving unwanted emails from people that added you to their Google+, have no fear. You can choose to opt out from emails being sent to you by your connections.

 

 

Opt out

http://gmailblog.blogspot.com/2014/01/reach-people-you-know-more-easily.html

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As Gmail informs, emails sent by your connections will be automatically added to the primary category, however if the message was sent by someone outside of your circles it will end up in the social category. In the latter case, the sender will only be able to start another conversation with you if you respond or add them to your circles.

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google+ connections

http://gmailblog.blogspot.com/2014/01/reach-people-you-know-more-easily.html

 

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Google has been rolling out this feature over the last few days, so check your email inbox for information on whether it’s already been switched on and how to adjust the settings.

How this new feature will affect Google+ users is still to be seen. It’s still too early to make any judgements, so let’s wait and observe how it all develops.

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Twitter Tailored Audiences

After months of testing, Twitter decided to make the Tailored Audiences functionality globally available to its users. This option empowers the users to specifically target the audience that they choose with their carefully designed ads.

 

Targeting custom audiences

From now on, you can choose your audience by the keywords they type in, the profiles they follow, phrases that they use in their bio, Twitter IDs or the email address they have signed up with. This means you can actually specifically decide on whether your ad is meant for your existing database of customers or should it aim at acquiring new clients only.

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How to use email targeting on Twitter?

Let’s imagine for a second that you have a fashion shop with a loyalty card program. You have come up with an amazing offer with which you want to reach to your card members. Until now, this would have been impossible as there was no way of knowing whether your current clients (i.e. subscribers) are on Twitter or not.

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Luckily, however, you can use your existing list to select it as the target of your ads and make sure that only the right people are presented with your ad.

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Twitter CRM approach infographic

Source: https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences

On the other hand, if you want to acquire new clients, you probably would not want your existing clients to see the offer you have prepared for them. Not only could this irritate them, if the offer was better than what they are receiving, but also your ad would be inefficient. Wrong people seeing your ad simply means wasted resources.

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That’s where your email database kicks in. Simply choose the potential audience for your ad (e.g. people from the U.S. that have the keyword “fashion” in their bio and follow your competitors) and subtract your email database from the target.

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What about the rest?

Although Facebook has already introduced these features some time ago, this is still amazing. Just like in Email Marketing, you can specifically decide whether you want to contact with prospects or existing clients. This makes it easier to plan out your communication strategy and reach out to the right audience with the right content! Which by the way is the sole purpose of marketing.

So how do you feel about these changes?

 

 

  • verifiedemaildata

    Yes the world of email marketing has yet again come closer to social media and now it makes easier for users to contact each other.Email marketing helps us on Google+,Targeting custom audiences and on many more things.

  • Michal Leszczynski

    Thanks for your great input! :)

    On top of being great for choosing the audiences you want to target it’s great for reinforcing your social media presence.

    If you invite your subscribers to like your fanpage/twitter/Google+ profile you are essentially increasing the chances that people will find out about your latest news and read your post.

    The same goes for the reversed scenario.

    It’s always worth inviting your fans/followers/connections to sign up to your newsletter to receive exclusive and up-to-date information and not risk that edgerank will prevent you from staying connected with your favourite brand!

    ML

  • http://www.netgainstechnologies.com/ Rishikesh Somshetti

    This is interesting development. This only shows how important and integral email is to our online presence

  • Michal Leszczynski

    That’s exactly right Rishikesh :). Emails aren’t exactly new but they are most definitely crucial to effective communicating of one’s brand.