Use Twitter to Tap into the Power of Email
Earlier this week, Twitter announced that they have begun sending out weekly email digests to users to give them a summary of the most relevant stories and Tweets by the people that they follow.
According to Twitter’s official blog, “Stories feature a design similar to the recently updated Discover tab, emphasizing who shared each story beneath summaries to help you decide which ones matter most to you.” You’ll be able to view the entire article by clicking the headline, and you’ll also be able re-Tweet and share the stories straight from the email.
The “new email digest also features the most engaging Tweets seen by the people you follow, even if you don’t follow those who wrote them.” This means that if a particular Tweet was marked as favorite, reTweeted, or replied to by a number of your followees, then the original Tweet could appear in your email digest, even if it wasn’t posted by someone that you follow.
You can manage this feature in your notification settings by checking or unchecking the box labeled “A weekly digest of Stories & Tweets from my network”.
Twitter’s new feature is definitely good news if you’re an Internet or Social Media marketer because it gives you a chance to be seen by more potential readers and followers. If you send out a Tweet that gains popularity among your followers, there’s a very good chance that your Tweet will appear in the email digests of other users. Think of it as Twitter handing out tickets to other people’s inboxes.
Of course, not everyone will make it to these digests. As previously mentioned, only the most relevant and engaging Tweets will appear in these emails. The key lies in Tweeting the right things at the right time to maximize your chances of appearing in those Twitter weekly digests. To do this, certain steps and best practices are in order. Check them out below.
1. Follow the right people – In order to be relevant, you have to Tweet to an audience that actually cares about what you have to say and you need to read Tweets that are related to your industry. Avoid following people that won’t add any value to your Twitter stream. In line with this, getting random people to follow you won’t do any good, either; this will only clutter up your Twitter stream and there’s a very slim chance that you would get any reTweets or replies from them. To gain quality followers, the best thing to do is to follow the right people and Tweet interesting but relevant things.
2. Tweet at the right time – As you know, receiving a lot of interactions (replies, favorites, and Retweets) will greatly increase the chances of your post appearing in Twitter digest emails. However, you won’t get a lot of engagement if there are no people to read your Tweets. Be sure to post at optimal times to maximize the chances of other users viewing your posts. According to Bitly, “posting in the afternoon earlier in the week is your best chance at achieving a high click count (1-3pm Monday through Thursday). Posting after 8pm should be avoided. Specifically, don’t bother posting after 3pm on a Friday since, as far as being a gateway to drive traffic to your content, it appears that Twitter doesn’t work on weekends.”
3. Tweet good content. Period. – There really is no way around this. If you want to generate engagements for your Tweets, then post content that people actually want to read. While there’s nothing wrong with marketing on Twitter and posting promotional stuff, be sure to mix up your Tweets with news articles and commentaries that others will find useful.
4. Re-Tweet from authoritative sources – Posting articles from reliable and authoritative sources will not only increase the chances of you getting a reply or Retweet, but if you do this frequently, then your followers will learn to trust you as being a reliable source as well.
5. Insert your own two cents – Want to make an RT more interesting? Add in a line or two of your own before posting it. It helps to include a little extra wit or personality into your Tweets. Who knows, if enough people notice and Retweet your post, you might end up in Twitter’s email digests.
6. Be consistent when it comes to subject matter – Avoid posting nonsensical things on Twitter. Irrelevant Tweets get little to no engagement and they could even cause you to lose followers. People follow your Twitter account mainly because they want to get interesting information out of it, and if they keep seeing low-value Tweets from you, they could just easily hit the unfollow button.
7. Be consistent when it comes to posting – Now that we’re in the topic of consistency, it’s good to establish an active presence on Twitter by posting or Retweeting content on a regular basis. This builds familiarity with your followers and they’ll be more inclined to interact and engage with your Tweets if they know that you’re a consistent source in their Twitter stream.
8. Tweet breaking news – You know how they always say that the early bird gets the worm? Well in social media, the early Tweets get the RTs and replies. It always pays to be one of the first at the scene whenever breaking news hits, because you’re bound to get the first wave of reactions and Retweets (which are a lot). Tons of breaking and developing stories get shared on Twitter, and people are more likely to refer back to the sources that first Tweeted about it.
9. Upload a good photo – Having a good Twitter image has always been a best practice, but it’s even more important now that Twitter’s sending out email digests. Twitter’s emails will include images of Twitter users that engaged with or posted popular Tweets, so it’s best to have an interesting photo for your account, in case Twitter decides to include you in its email digest. After all, nothing says “Do not click” more than a generic Twitter egg photo.
10. Make conversation – Know that social media is a two way street. Want people to respond and Retweet your posts? Then start by interacting with them and commenting on their posts first. Widening your reach and relevance on Twitter involves more than just posting articles; you need to actually connect with people and the best way to do this is by talking to them and having actual conversations.
Image credit: Twitter