Clean Email Queen, Lisa Chang

With the emergence of each shiny new technology, people tend to slough off an existing and perfectly good marketing medium.  For email marketing, the debate is still out.  With the emergence of social media, many believed that email marketing would become a thing of the past. 

However, we know this not to be the case.  For one, each of us need an email address to access any social media account.  For another, social networkers tend to use and follow email much more than non-social networkers.  And, even if you're in the camp that believes that email is on its way out, there are many good reasons for email.

TARGETTED CONVERSATIONS
As the information out there grows and grows, we'd like to keep in touch but often micro-blogs, tweets or status updates are real time and can be missed in our fast-paced information rich lives.  Blogging and email newsletters provide people with choice over the frequency, content-type and volume of information.

Time again, marketing studies tell us that targetted conversations and information creates higher satiisfaction with our customers and prospects than mass volumes of unrelated information or conversations. 

STRONGER BRAND COMMITMENT
People who are already involved with your brand are most likely to subscribe to email newsletters.  When someone subscribes, they are likely to have a stronger brand affiliation.  There are reasons why some loyal followers may not subscribe but as a general indicator, many people see email subscription as a larger commitment than liking, friending, following or connecting with your brand via social networks.

FOCUSED CONVERSATIONS IMPROVES ENGAGEMENT LEVELS
Thirdly, because email marketing can target communications based on customer preferences, a deeper brand relationship can be built.  Email marketing has always been a medium for creating a brand advocate following.  Similar accomplishments are possible within social media, but targetted communications, focused results as well as deeper campaign results are possible at the email marketing level.

BRAND FOLLOWERS HAVE A SAY AS TO FLOW & FREQUENCY
An email marketing campaign along with a social media campaign creates a comprehensive online communications program.  Conversations are created at the pace and frequency desired by people who follow the brand. 

People who get the conversation or information they seek, stay engaged.  The longer they stay engaged, the deeper the rapport with the brand.  Brand advocates are a natural outcome of a long time relationship with consistent positive experiences.

WHAT BRAND ADVOCATES HAVE TO SAY IS IMPORTANT
Brand advocates are an important part of the social networking community too.  Not just for the valueable feedback they provide the brand, but brand advocates often provide feedback for other brand followers. 

Many executives still feel that participation in social media leaves their brand too open.  The new paradigm is that not only are the staff a part of the brand community but so are the brand advocates.  Often, the words of a brand advocate are stronger and more meaningful than any provided by staff or management.

Consider building brand advocates in your social community.  They are great for the health of your brand!