When we think about sharing content, we usually think of Facebook and Twitter.
So, would it surprise you to know that more people share by email than by Facebook?
That’s the result ExactTarget got when they surveyed folks for their 2012 Channel Preference Survey.
Here are their findings.
As seen in the graph above, when you combine all the age brackets, 63% of people use email to share content and only 33% put it on Facebook, and only 5% on Twitter.
The only time social media rules is specifically within the 15-17 age group, so if this is your target audience, by all means stick with Facebook. For everyone else, it looks like it’s time to review the importance of email as part of your marketing campaign.
Email is also the chosen one when it comes to preferred method of contact. 77% of people said they want emails from companies they’re interested in. Direct mail, on the other hand, came in only at 9%.
Email was also the first place people looked for deals from companies they already know. Company websites came in second.
According to ExactTarget, the only place email has declined is as a method of personal communication (45% vs. 66% in 2008). Text messaging is up (36% vs. 16% in 2008), as is social networking posting (13% vs. 3% in 2008).
Also 91% of people say they check email every day and that’s more than any other means of communication.
Social media is great, no doubt. However if you are underestimating the importance, and the preference for, email, particularly when dealing with current customers, you’re missing out.
Want more details? Read the full ExactTarget 2012 Channel Preferences Survey. It’s free.