The debate continues regarding integrating social media icons in email footers—should they stay, or should they go? In the latest episode of “Email Never Sleeps,” host Andrew Kordek and guest Jay Oram from Action Rocket dive deep into social media icons’ effectiveness and strategic use in email marketing.
Evaluating the Necessity of Social Media Icons
Jay, with a robust background in digital marketing and email development, shares a perspective that challenges the status quo. The traditional practice of automatically including social media icons in every email might not be as beneficial as many marketers assume. Instead, Jay advocates for a more thoughtful approach, questioning whether these icons add value or occupy space.
Strategic Placement for Enhanced Engagement
Jay suggests that social media icons should be more than just decorative elements. They should serve a strategic purpose, driving engagement in a way that aligns with the goals of the email campaign. For instance, instead of uniformly placing icons in every footer, why not tailor their presence to the content and call to action of the email? This selective placement ensures that each icon earns its spot by contributing to the campaign’s objectives.
Moreover, linking to active and engaging social platforms is crucial. There’s little point in directing recipients to underutilized or outdated social media pages. This practice diminishes the user’s experience and reflects poorly on the brand’s digital savvy.
Integration with Broader Marketing Goals
For a deeper understanding of integrating social media effectively within digital strategies, consider revisiting Transforming Business Emails: From Blasé to Brilliant with Creativity. This resource provides insights into creative enhancements that make emails stand out, a philosophy that can easily extend to how social media links are incorporated.
As we continue to navigate the complex interplay between various digital marketing components, Jay Oram’s discussion offers valuable insights for email marketers looking to refine their strategies. The key takeaway? Be intentional. Every element in an email, including social media icons, should have a clear purpose and contribute to the overarching goals of engagement and conversion.
For more insights from experts like Jay, follow Andrew Kordek on LinkedIn and stay tuned to “Email Never Sleeps” for more enlightening discussions on the latest trends in email marketing.
