As Google+ tops 10 million users and we hold our breath until it opens up to businesses, let’s look at the new social network's other implications for existing internet marketing. For the purposes of this article, we'll focus on its impact on email marketing , which is one such dimension that has become increasingly more important with the emergence of Google+.
Here is how Google+ has made socially optimized email marketing even more essential for marketers.
Your Inbox Has Become Even More Social
We have said it many times before, but let’s emphasize it a little bit more: your inbox is becoming more social. A lot of marketers are already including social media sharing links in their newsletters and emails, and it’s amazing to see how offers spread thanks to the potential of Facebook, Twitter, and other social media.
With Google+, the socialness of email gets taken to the next level. On the upper right-hand corner of your Gmail account, you will see a drop-down menu that allows you to check out your Google+ profile and use all its diverse features. You can even share a piece of content or information straight from your email inbox!
Make Your Emails Amazing
So what does this mean for you as a business owner or a marketer? It means that, because the content of your emails now has even more potential to be shared, your emails need to include compelling content that actually encourages and prompts readers to share that content with their networks. Google+ opens up more opportunities for content sharing, and because of this ease of sharing, it's even more important that your emails include share-worthy, remarkable content.
After all, who would share an email that goes on and on about your new product release? Probably no one. On the other hand, who would share an email that shares highlights from an valuable industry report you just released? A lot more people. Therefore, start creating interesting, shareable content that people can’t refuse to share.
Email Recipients Can Do Targeting for You
What's more, Google+ enables email recipients to do targeting for you by allowing them to share your content with specific Google+ circles. How cool is that? For instance, I have my “Mount Holyoke College” circle and my “HubSpot” circle. When I receive an email related to education, I can choose to share it just with my school connections. If I receive an email pertaining to marketing information, I will likely share it with my fellow HubSpotters.
Will you adapt your email marketing campaigns to be more socially optimized?
Originally published Jul 15, 2011 7:00:00 PM, updated October 20 2016