I repeatedly said that in social email marketing you want to focus even more on the content of your emails to make them sharable. However, of course your business content should always be relevant and important, regardless the medium.
Relevant content in emails is not only important because of sharing. It’s also crucial for getting your email marketing basics right: reaching the inbox, getting your emails opened and generating good old clicks.
Many email recipients, mainly in B2C, don’t access the personal mailboxes they use to receive marketing offers anywhere close to as frequently as they check their work accounts.
In other words: in B2C there can be quite some delay between the time that people get their email (or better, the time you send it) and when recipients actually see your mail. B2C email marketers should take this into account when drawing up their emails and ensure that the content is still relevant (think of promotions) when consumers check their inbox.
Timing matters. I think many email marketers will agree on that.