The important takeaway here is that Action comes at the end, AFTER the other three stages. It’s the final step in a basic email marketing process. If Action worked all by itself, you wouldn’t need to waste time on the first three critical steps. But it doesn’t - customers need to be wooed into making a decision.

Adding a ‘Like’ button anywhere and everywhere is kind of like running around yelling ACTION at every opportunity and expecting results. The reality is, without a strong enough reason customers aren’t going to give you the validation of a “Like”. It’s not easy getting fans!

Here’s an alternate strategy that works way better:

1.  Set a campaign goal for your email (e.g. to gain more Facebook fans).

2.  Set your CTA before you write your email (e.g. Click here to like us on Facebook).

3.  Create a stand-alone email presenting a strong benefit statement for why your reader should respond to your CTA.

4.  Only include one CTA in the message (Don’t fall prey to the temptation to slip in a link to Twitter, LinkedIn, or Pinterest).

5.  Measure your results, and see how it compares to other strategies.

6. Repeat this strategy for other social media platforms - but be sure to space these campaigns out.

You’ll soon discover that one email with a clear compelling argument will get you way more fans that a hastily placed “Like Me” button.