MailChimp Extension Makes Email a Social Network

Allison Howen
by Allison Howen 03 May, 2012

The new Butterfly Publisher extension in the MailChimp Integrations Directory enables businesses to drive social engagement and marketing through email.

Butterfly Publisher is a social content management system from Socialize Your Stuff, which allows users to aggregate content within the platform's social dashboard. The dashboard can be used to obtain, organize and publish content onto social networks such as Twitter, Facebook and LinkedIn, as well as blogging services like Blogger and Wordpress - and with the new MailChimp integration, email acts as another social network.

"Email is often thought of as functionally and philosophically separate from other social marketing efforts," says Jeffrey Mesnik, President. "Butterfly Publisher instead treats email as an entry point to a broader social conversation. This integrated approach allows users to take their high-quality content and easily publish it across platforms."

It is well known that email is a valuable tool for keeping subscribers informed and engaged, which is why users of Butterfly Publisher can leverage the platform's Social Digest feature to send a summary of their social content to their MailChimp email list on a weekly or monthly basis. Additionally, Butterfly Publisher's Social Promotions feature enables users to send out promotions and coupons in the form of time and limited group deals.

Butterfly Publisher also offers tracking of engagement and reach, so audiences can be segmented. For example, audience members can be sorted into groups based on metrics like their number of Twitter followers or friends on Facebook. Tracking users who have engaged with previous messages and promotions can lead to highly targeted email campaigns which go after a company's most enthusiastic fans with the largest social reach, or target those who haven't responded and could use some extra attention.

To get started, Butterfly Publisher users need to grant permission in MailChimp, and then pick which list they'd like to send to, while MailChimp users can visit here to receive a free 15-day trial.

Check out the platform's video below for more information: