I received an interesting email that had this footer on it:They thought to integrate the email with social media, so I clicked through to their Facebook page.  There was nothing about the brand that made me feel like joining or following them, so I didn’t. I clicked, I looked, and I reached a cul-de-sac – a no-exit, in direct marketing terms.

What about if they had instead given me a link to ‘Share this’.  I’ve talked about this in an earlier post.  Rather than only ask someone who is already on your database to follow or fan you, why not ask them to share your email content – especially special offers and competitions with a clear viral element – to THEIR network instead.  That way you get in front of the eyeballs they would probably not give to you any other way.  It’s like they’ve invited you into their workplace, school, sports ground – you have the grandstand to make your case, with the recommendation of your customer.  Amazing.  If your offer is attractive and relevant to the original recipient, you should appeal to their friends, friends of friends, and grow your brand and database…

So, choosing from join/follow to share/shout – think carefully before you ask for the action so you ask… for the right thing on the right day with the right content.  If you can only have one thing today, do you want them to join you, share you, recommend you, or follow you?