share with your network (swyn)

Using Social Media to support an Editorial Email

I’ve posted tips on integrating email marketing with social media before, but this example of an editorial email from XYDO puts some of that into practice. This campaign is mailed daily and provides an update on the day’s current news stories (based on my preferences).

First off, there’s clear links to share individual pieces of content on each article – driving users to tweet or Facebook like content. There’s also the option to share the whole email, but we’ve found that users are often more likely to share actual content rather than the entire mailing.

Another cool thing is that because I signed up for the site using Twitter authorisation, XYDO can now access some of my Twitter data, including my user image. They’ve taken this and included it in the email, which helps both increase personalisation and maintain the social media context of the email.

There’s also a prominent call to action to update your preference data, which is important for a daily update email.

Email Inspiration: Fabric Newsletter

Fabric is one of the last great superclubs in London – putting on weekly events, selling music through their own label and providing a great series of cds and podcasts. Their weekly email newsletter is an oasis of best practice and intelligent marketing, in a desert of blast lists and cut and paste flyers.

The three column layout is interesting, and is something that works increasingly effectively as emails get wider (this weighs in at just under 800px wide). There’s a lot of social activity, allowing recipients to share individual events using Twitter or Facebook, as well as connect with Fabric’s presence on various networks. There’s good information hierarchy, as upcoming events get priority over ones further away. One of the drawbacks of a column based layout can be seen where one column is much longer than another, resulting in a few areas of dead space within the email – a tighter control of copy limits could limit this.

The immediacy and relative low cost of email marketing is well suited to this kind of industry, especially as the target market is very switched on to email. Here Fabric have set a high standard for event/night club email marketing – it’d be great if some of their competitors rose to the challenge..