While Twitter is great for sending out messages to a mass audience, its main strength to marketers is in its ability to build one on one relationships.
What marketers should strive to do is deliver campaigns in the public timeline when there’s an opportunity to get the audience’s attention by utilizing the @mentions feature. @mentions lets users put the @ sign before a username with a message that goes directly to that user’s homepage.
After the user sees that tweet, they either can reply, retweet, mark as a favorite, or ignore it. This is where an intimate relationship with a consumer can begin or be renewed.
To develop a Twitter reactivation program, start with an initial test group. Keep in mind that these campaigns will happen in a public timeline, so do not flood the stream with span-like behavior.
When choosing your test group, remember that it’s recommended to use a maximum of 30 total outbound tweets a day from any account. If you have an account that currently has high volume of outbound tweets for customer service, perhaps use one account for customer service and one for marketing.
To match email addresses to Twitter users, you can import your email list to a gmail account and upload it from the “find friends” tab of the “who to follow” tool on Twitter. You can then choose to follow all the matches, or save them to a list. Because you want to keep your following and follower counts in check, don’t automatically follow everyone. Try instead to save the matches in a private list.
Also consider using customer relationship management platforms, like Salesforce, to help maintain your lists, manage and analyze campaigns, and export campaign messaging for uploading to a Twitter dashboard like HootSuite.