The majority of retailers have been incorporating email newsletters into their marketing strategy over the past few years. They send out periodic emails to their customer lists providing useful content or promotional offers. Of late, more retailers have embraced the social media phenomenon. This requires more frequent communications with "followers" or "fans" in an effort to develop and nurture a community of loyal customers and loyalists.
Unfortunately, most retailers have failed to link both marketing efforts. Recent research indicates that only 13% of email marketers include features that make it easy to share content on social networks. This is a tremendous opportunity being missed. Think about the potential reach capabilities when you allow subscribers who already like your content to easily share it with others. That viral aspect of the Internet is what makes it such a powerful tool to a marketer.
See the link below to an article on the AMEX Open Forum for more details on the demonstrated potential of utilizing linking tools in your email marketing and start leveraging the power of both the Internet .and your social networks to drive sales.