EPSILON BRINGS SOCIAL MEDIA FUNCTIONALITY TO EMAIL

Email marketing specialist enhances core service with social network integration

www.epsilon.com/uk

Global digital marketing specialist, Epsilon International, is expanding its portfolio of email marketing services to incorporate social media solutions.

Following recent report findings* that 37% of companies avoid social media due to lack of understanding, Epsilon is leveraging it's role as a digital solutions specialist to build customer confidence by helping them make social media relevant to current email campaigns.

Epsilon's new services, which launched last month, allow marketers to engage with their customers in a number of innovative ways. For example, email newsletters can be personalised with social media 'buttons'- embedded Facebook, LinkedIn or Twitter links. This enables subscribers to post real time information directly to their personal social network pages and share online offers, vouchers and subscription information with their contacts.

In a similar way, recipients can also expedite email form completion by logging-on to their social networking pages through mailed communications. This process automatically extracts personal information; simplifying the entire data entry process.

Data collation remains a key marketing objective and social media integration amplifies the reach of traditional methods such as email subscription lists and preference centres. That's why as part of its new offering Epsilon is working with its clients to develop Facebook data capture boxes. These allow users to voluntarily sign up for special offers and gives marketers access to rich profile customer data.

Jon Maddison, UK country director, Epsilon International said "It's a mistake to see email's 1-2-1 style of communication as being at odds with social media's 1-2-many communication style; the two are actually a very compatible means of enabling an email's recipient to share an offer or content with their friends. Brands that integrate the two channels achieve a commercially attractive opportunity to reach a much larger pool of prospective customers."

One company currently realising the benefits of email and social media integration is international car rental company, Europcar. An Epsilon client for over 5 years, Europcar recently implemented a network sharing solution in its email messages.

Susan Kalair, eCommerce manager, Europcar said "Social media integration has allowed us to expand into new channels, enhance our brand awareness and perpetuate the longevity and reach of our campaigns. By empowering consumers to share messaging through their choice of social network, we can leverage new sales opportunities through more precisely targeted campaigns."

In 2009 almost double the amount time was spent on Facebook than on Google, and recent figures show** that more time is spent accessing social networks via mobiles than via a PC. As more opportunities come to fruition, Epsilon will continue to leverage its expertise and support its customers  to listen, learn and influence consumer behaviour.