Email+ Social: Viewpoints from Consumers and Marketers

Posted by Julia Peavy on

For several months now, Stephanie Colleton and I have been writing about how email and social media are working together to improve marketing programs. From new social networks (Google+ and Pinterest) to how marketers are integrating the two channels, we’ve seen a variety of sophistication levels.

Last week, two reports with new statistics on email and social media caught my eye and further demonstrate how these channels continue to be important to both marketers and consumers.

The first report, part of Subscribers, Fans, and Followers research by ExactTarget, examines consumer communication preferences. The other report, the 2012 Social Media Marketing Industry Report from the Social Media Examiner, focuses on how marketers are using social media to expand their businesses.

While one report focuses on marketers and one on consumers, it is clear that email should continue to be a workhorse for any marketing program.

In the ExactTarget survey, 77% of consumers reported their preferred channel for permission-based promotional messages was email. The next most popular channel for promotional messages, at a paltry 9%, was direct mail. Social media channels were even less popular with consumers for permission-based marketing messages. Email was also reported by respondents as the number one channel used for sharing (63%).

In the Social Media Marketing Industry Report, marketers reported that increasing exposure and increasing traffic were the top two benefits of social media marketing. When social media marketers in the Social Media Marketing Industry Report were asked what additional marketing channels they employed, 87% responded with email (the number one response).

In addition, 61% of respondents reported they were planning to increase their email marketing efforts. With consumers looking to email for marketing messages, social media marketers are finding email marketing a nice complement to their social media awareness and exposure efforts.

In order to make sure these channels continue to work well together and meet the needs of consumers and marketers, keep these best practices in mind:

  • With social media driving web site traffic, ensure there is an email sign-up page on every page of your web site, not just the home page
  • Include both social sharing options as well as Forward-to-a-Friend in your emails
  • Promote your email program in your social media posts
  • Understand what consumers want from each channel and deliver on these expectations
  • Work to deliver targeted, relevant messages to ensure the promotional emails stand out in an increasingly crowded inbox and deliver the best response and engagement.



This post originally appeared on The Magill Report.


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Julia Peavy

Julia Peavy is currently the Director of Partner Services at Return Path. In this role, Julia is responsible for supporting Return Path’s partners and helping improve the client experience through consistent, quality, and scalable services. When Julia's not helping partners and their clients, you can find her on the slopes, trying to lower her handicap, looking for bargains, or watching one of her boys' many sporting events.

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.