The link between Twitter and email marketing

26.10.2009
Twitter: You either love it or you hate it. While many Web 2.0 fans are ardent users of the microblogging service that began in 2006 and invest a great deal of time in doing so, critics continue to debate the sense (or nonsense) of the site. If you want to learn more about Twitter, Wikipedia offers a great introduction.

In July, I set up a Twitter account out of pure curiosity. Since then, I have been seized by Twitter fever (@mbucher). Many marketers, to whom I have since enthusiastically related the vast marketing potential of Twitter, respond that they do not have the time to use Twitter in addition to email marketing.

Committing to using Twitter in communications does indeed require a certain investment of time. However, there is an efficient way for marketers to make use of the new medium without investing large chunks of their working hours. The answer lies in connecting the established "email" channel with the new "Twitter" channel.

For this purpose, we are now offering a Twitter plug-in for Inxmail Professional. Editors can use this feature to compose their Twitter messages (“tweets”) while simultaneously creating the newsletter. The most effective option is to create a tweet for every newsletter article. This increases the relevance of the tweets for readers (“followers”) and also improves the chances of viral distribution (“retweets”). The tweet automatically contains a link to a landing page. Switching to Twitter or URL shortening services like bit.ly is no longer required. Even better, the tweets are published on Twitter at the same time as the mailing is sent and are subject to the same quality criteria as the newsletter, for example, an approval process.

So there are no more excuses for not including Twitter in your communications. And anyone who is bitten by the Twitter bug will soon be writing personal tweets and passionately telling others of the dizzying possibilities on offer.

More information on the new Twitter plug-in for Inxmail Professional