On Tuesday I attended The Internet Advertising Bureau (IAB) Upfronts event for Twitter in London, with a whole range of hosts and speakers including a couple of celebrities!
Twitter have just announced the ability to add an email signup form to a promoted tweet, using the new Lead Generation Twitter Card. Aside from being able to add text to the tweet, you can also add an image, some call to action text and the signup form itself.
The form is pre-populated with the email address the user signed up to Twitter with. In addition to the user’s name and email address, their twitter username is also submitted – so if your ESP is capable it means you could start to do some clever analytics based on the user’s twitter feed.
Google have dabbled with this, allowing email signup via adwords in the search results. Some of our clients use that and it works well for them, the challenge then becomes to get more data out of the subscriber, such as name, gender, location etc.
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.
This campaign from London bowling lane company All Star Lanes features an attractive design, and is built with a good structure – featuring plenty of web text and optimisations for users with images disabled. There are also prominent links to join the brand’s pages on Facebook and Twitter.