Machen Sie aus Social Media Follower Email-Abonnenten!

How do you make new friends -- through work, the gym, a bar perhaps? Chances are there was a point at which you crossed from knowing your friend casually in a group setting to communicating with that person directly. This is analogous to bringing your relationship with social followers into the email channel.

Social channels, while they can be one-to-one, are mostly like parties -- lots of people talking and listening at the same time. The message is necessarily different. Email is more like a letter -- better for creating a deeper relationship than parties (i.e., social channels) can offer.

Of course, you don't want to avoid social, but you should try to pull those customers ready for a deeper relationship into your email campaigns. Tactically, this is simple. You can post a message leading to your newsletter, or host a form field right there in the social platform.