Why social currency is the key to unlocking your Marketing Campaigns’ Engagement

When last did you have the opportunity to connect with a diverse group of people through online engagement?
We often find ourselves in situations where we get to relate to people who have a substantial amount of value to add to our business.
So, how do we use this social currency and how is it related to your email marketing engagement?

Social currency in direct marketing

Social currency in direct marketing encompasses a broad spectrum of interlocking efforts that all form a single, cohesive engagement process. Rather than think of it as a product of our efforts, social currency should be considered the halfway point between what marketers invest in networking activities and the outcome, which is brand expansion through engagement.

As far as earning this marketing tender goes, it’s pretty simple. As with any other currency, investment earns you points, although it’s not always an equal exchange. Unlike so many other marketing activities, throwing money at this process will not necessarily garner success. The means to connect with people through email is achieved through sustained social conditioning that allows for an equal and real-time exchange of a broad range of ideas that ultimately lead to quality engagement.

The importance of social currency to mobile and email marketing

In order to fully understand the importance and benefit of social currency to mobile, social and email marketing, we need to look at the factors that, when approached as a sequence, make for a truly engaging end result.

The three most important building blocks are:


The ability to leap into a relatable relationship with anyone you come across is a skill many marketers wish they had. Thankfully, digital marketing offers us a golden opportunity to analyse our audience and even incorporate information relevant to a vast demographic. Direct marketing allows you to connect and in doing so build currency that can then be used for further digital marketing activities.

And the connection you have with your audience, allows you to do alternatives to that trusty newsletter too. You can almost treat it like a membership relation, with a bit of creativity, which bring us to…


Allowing for lateral thought and adopting a responsive interactional attitude when dealing with others in industry gives you an adaptability that allows for broader engagement. Social currency in essence is the cash in your pocket you use to spend when communicating to your audience. The more cash you have the better you can communicate and the broader your scope of communication, right?

Right. Creative thought is like an endless ATM dishing out currency for you to spend. The more you have the better you’ll be able to connect and connecting, as mentioned in our first building block, forms the basis of email marketing outreach.


Call it what you will; conformity, segmentation, grouping, thing is, at the end of the day what you want is to be able to compartmentalise. Consumers differ, businesses differ and you cannot treat them all the same. Throughout the process of ‘spending’ your social currency you will have picked up valuable insights from varied people; now use this to solidify partnerships. Digest the data and craft differentiated digital marketing campaigns to keep the conversations going and in doing so build lasting, valuable engagements.

Social currency runs like a thread throughout all marketing interaction. The more you engage the better you will become at engaging – a common truth, yet one that is seldom revered in business.

Gerhard Jacobs

My first love is writing and communicaton in all its forms...besides this I also have a degree of affection for food, politics, talking loudly and staring at plants. I currently work as Digital Copywriter & Journalist for a digital marketing company. I have also worked as media project manager and copy editor for a UK-based NGO called Projects Abroad; and spent time in the communications departments at local government as well as on the newsdesk as a staff reporter for the Cape Argus newspaper.