When email subscribers share and discuss your content with friends and social networks, they start to sound like insiders. "Others will want to be insiders, too," says Stephanie Miller at MarketingProfs' Daily Fix blog. As a result, your list will grow—and so will your reach. "Customer-instigated sharing acts as a force multiplier that can significantly ratchet up the effectiveness of an email marketing campaign," she explains.

So how do you optimize an email campaign for social sharing? Miller offers advice like this:

Identify which social media channels produce the most conversions. You'll likely find most of your customers clustered in three or four services and networks; focus your efforts there.

Cozy up to influential brand advocates. They already like your product or service; heighten their enthusiasm with special treatment that acknowledges their status.

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