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Fab Five Unites Email and Social
By: Aaron Whitaker
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Studies show that people who subscribe to emails are more likely to be active on social media, and more importantly, are more likely to buy. So how can you use email to active your social media brand ambassadors? Atlanta based Palas Jewelers has an idea that seems to be working for them.

Every day, Palas Jewelers posts a photo of one of their unique pieces of jewelry modeled by the store owner, a customer, or another staffer. The photos are always beautiful and fun and bring in tons of comments on the store’s Facebook page.

After receiving such a fantastic response from their fans and followers, Palas took the concept to the next level. Every Friday they have a post called “Fab Five Friday.” The post features five pieces of jewelry that are unique to Palas. Sometimes the pieces have been modeled earlier in the week, but usually the pieces are simply stand-outs from the store’s inventory. In addition to the feature on Facebook, these items are discounted for the day.

Palas tends to update their Facebook page early in the day, so just in case people miss the Fab Five post in the morning, Palas sends an email with the same message. The result? A cohesive message between both social and email that gets results — even if the result is just buzz for the brand. The Fab Five Friday offer gives Palas a weekly email offer to supplement their event notices and drives people both to their store as well as to their Facebook page and website.

Palas Jewelers is a local favorite, but their active Facebook account and their Friday emails give shoppers an easy way to promote them to a larger audience — the brass ring for many local retailers.

What are some ways you have married your social and email campaigns? Tell us in the comments below.

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About the Author
Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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