Social media can be used as a secret weapon to improve email marketing retention and repeat usage. Companies should turn email subscribers into social media followers, acquire new subscribers through social media campaigns, mine social data to personalize email content and reach influencers, and arm community managers with customer intelligence to improve interactions. When Scotts invited Facebook fans to subscribe to its email list, 50% converted, showing the potential of this approach.

1. Social Media’s Secret Weapon Jesse Engle @Engle @CoTweet @ExactTarget

3. “Today, if you want to drive retention and repeat usage, there isn't a better way to do it than email.”

5. Send or read e-mail 92% Use an online social networking site 61% Source: Pew Internet

7. 75% of social media users say email is the best way for companies to communicate with them MarketingSherpa 2010

11. 1. Turn email subscribers into fans and followers

12. 2. Acquire new subscribers through social campaigns SCOTTS INVITES FACEBOOK FANS TO BECOME SUBSCRIBERS. ( And 50% Convert! )

13. 3. Mine social data to drive relevancy and reach influencers

14. 4. Arm community managers with customer intelligence

15. Summary: Turn email subscribers into fans and followers Acquire new subscribers through social campaigns Mine social data to drive relevancy and reach influencers Arm community managers with customer intelligence at the point of interaction