Posts Tagged ‘email social media’

Convincing people to share your news/offers/brands with other people is most likely one of your marketing goals in 2011.  If only because extending the reach of a campaign gets you greater results for the same spend.

Combining email marketing and social media to achieve that is becoming very important – but perhaps it’s no shock that email is key; around two and half times more people share using email than social media.

A new report by AOL and published in partnership with Nielsen, proves what people share, where they share it, and why. Sharing content is the number one driver for sharing both with email and social media.

Brand plays a critical role.  If you need a reason to invest more branding budget in your email and social, here it is:  Nielsen reports that brands play a key role: 60% of all content-sharing messages specifically mention a brand or product name.  That makes sense when you see the reasons people share – they want to share trusted information.

Consumers say trust and a desire to help people are key factors in deciding which content to share:
38% share information from people they trust.
36% share important information that helps others (e.g., traffic reports, how-to, community information).
35% share items about popular culture.
32% share information pertaining to common interests.

Email is the primary content-sharing tool among surveyed consumers (66%), followed social media (28%) and instant messaging (4%). Most People Share via Multiple Platforms.  And, 99% people who share content via social media also use email to share content.   It’s a great report – you can read AOL’s release here.  And Marketing Profs dissect it more, and provide graphs here.

Search the blog for more from our team at Jericho on email marketing and social media (we started for you, below):

Fan. Follower. Subscriber. Which one will actually buy?

4 ways that great web content = free money

Subscribe yourself, share with your network (SWYN) and other missed opportunities

About the study: Findings are based on Nielsen’s NM Incite Social Media Monitoring tools, Online Behavior Panel and Attitudinal analysis, tracking more than 10,000 social media messages; and on a survey of more than 1,000 Nielsen Online panel members for 10 consecutive days, December 14-23, 2010

As you know, Email, Facebook and Twitter are what everyone is doing  online right now.  See this post about the state of social media in New Zealand.  And, the role of marketing is to increase the consumers’ propensity to buy something from you.

So, how do the most popular online activities influence the likelihood that you will sell something?

Recent market reports (linked below) show that consumers who engage with you on Email and Twitter are more likely to buy from you than those who don’t.

As you can see from the graph here, although the Twitter user is more likely to ‘agree’, the balance at neutral is the same.  So if we assume that neutral means they are more or less likely to buy, we’ll call them equal.   The influence of Facebook drags behind a little.

One reason for that difference might be that when someone makes you a Facebook ‘fan’ or ‘friend’, they are already likely to buy from you.  Hence the act of being a fan doesn’t INCREASE their likelihood to buy.

So whilst email and Twitter are equal, Twitter is still a tiny minority of consumers – especially b2c ones (approx 6%) … so clearly email is still your best bet for developing relationships that lead to sales.

As you’ve seen in earlier posts, Jericho is talking with many of our clients about the place that share with your network (SWYN) has in the email campaign. Many of these clients, and wider business in general, have not implemented an active social media strategy yet – no bustling Facebook pages, no Twitter account, and sometimes a blog that’s mostly dead! For these clients especially, as well as making it easy for your customers share their favourite bits of your campaigns, SWYN is a great way to use social media without having to have your own company pages.

In good email, like all direct marketing, it’s important to think about your aims and make sure you have a clear message with the right calls to action, in each communication. You have to balance that with the ‘real estate’ available in your email too of course. Do you use the premium areas for ‘friending’ or for selling?

Friend get friend is still a great strategy. It’s aims are different – it is asking people to recommend others who should be a part of your email marketing communications database(s). As you know continually growing your email database is critical as the list naturally ‘churns’ over time, and as the email channel is much more powerful in terms of getting ‘permission’ to talk to as many people as possible is critical! One thing that is showing up loud and clear is that subscribers need to be bribed or rewarded quite a lot to bother to ‘share’ invites, and rewarding the invitees equally, is important too.

It also needs to be balanced with the legal ‘grey area’ around refer a friend or friend get friend read more including our most popular post ever, on that here.

As I said, Email, Facebook and Twitter offer unique strengths to marketers and consumers alike.

There has been a lot of great research recently on how each channel affects the recipients propensity to purchase:

How Effective Is Sharing via Email vs. Social Media?
Users still sharing by email
Fans, Followers or Subscribers – how do you meet their needs?

One thing is for sure that this is a dynamic area and it’s a moving target requiring part a lot art, part a ton science!

To read our weekly blog posts for the most comprehensive posts on emarketing, and email marketing in New Zealand, click the JERICHO logo at the top of the post here, and pick through the menu on the right hand side, or use the Search box.