Here are some common questions email marketers may have about promoting Twitter:

• How do I entice my customers, potential customers and other interested individuals to follow me?
• Is my organization struggling with how to promote our Twitter presence?
• I know that a great way to promote our Twitter account is using email. But what should the email look like?
• What should my email subject line be?
• Should I include an offer? If so, how will the offer work?
• Why would someone want to follow me on Twitter?

These are all valid questions and concerns worth considering before diving into Twitter promotion.

Recently I came across this email from Dick’s Sporting Goods that did an excellent job of promoting their presence on Twitter. They approach the subject line, email creative and offer aspects very clearly and carefully. Looking at the email more closely, one can see many best practices of Twitter promotion in action.

The subject line, “Exclusive 20% Offer – Follow Us on Twitter Now!” is direct, short, and to the point – it conveys the most important aspects of the email very concisely and also provides a call to action. Equally important, the email contains simple bullets explaining the value of following Dick’s on Twitter. Just as marketers should explain the value of signing up to receive emails on the registration page, marketers should use the introductory email to explain the benefits of following a Twitter account. This provides incentive to the recipient and also helps earn their trust. Lastly, the email provides an exclusive offer contingent upon sign-up, along with a clear call-to-action.

By making use of these best practices, Dick’s is doing a great job of promoting their Twitter account over email. I’d encourage all email marketers to take a closer look at examples like these and begin marketing their Twitter accounts more effectively.