Maximizing the E-Mail/Social Media Connection
Maximizing the E-Mail/Social Media Connection
eMarketer3/1/2010
23 Pages
Abstract:
In 2009 e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful. Social media is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging customers and prospects.
Even though people are spending more time using social media, they are not abandoning e-mail. The two channels can help each other, offering the opportunity for marketers to create deeper connections.
Marketers must now integrate their e-mail marketing and social media marketing efforts. To maximize effectiveness, they should use these four strategies:
- Multiply the sharing opportunities by linking e-mail messaging with social media messaging.
- Provide a broader platform for brand advocates; encourage the best customers to share with friends via social media.
- Shift the control to the consumer by providing multiple avenues to interact with a company.
- Use e-mail metrics such as response rate and conversions to enhance social ROI.
- How important are social media and e-mail to marketers?
- How do consumers use the two channels to communicate?
- Why is social sharing important?
- How can integrating social media and e-mail give consumers more control over their brand experience and a broader platform to act as advocates?
- Which e-mail metrics can also be used to measure social media success?
Table of Contents:
- Executive Summary
- Social Media's Influence on E-Mail Marketing According to US E-Mail Marketers, August 2009 (% of respondents)
- Key Questions
- The eMarketer View
- Marketer Spending and Usage
- Allocation of Online Marketing Budget According to US Marketers, November 2009 (% of total)
- E-Mail Marketing Spending Change in 2009 According to US E-Mail Marketers, by Industry (% of respondents)
- US Interactive Marketing Spending, by Format, 2009-2014 (millions)
- Marketing Tactics Used by US Companies, Q3 2009 (% of respondents)
- Marketing Tactics Included in the 2010 Plans of US Media Planners (% of respondents)
- Online Marketing Budget Change in 2010 According to Marketers* Worldwide, by Tactic (% of respondents)
- Change in Online Marketing Spending in 2010 According to US B2B Marketers, by Format (% of respondents)
- The Consumer Perspective: Social, E-Mail or Both?
- E-Mail Marketing Challenges Among US E-Mail Marketers, August 2009 (% of respondents)
- More Consumers Use E-Mail
- Monthly Online Activities of US Internet Users, 2009 (millions)
- Technology-Based Activities of US Internet Users, 2007-2009 (% of respondents)
- Time Spent Using Select Online Communication Tools per Week by US Millennial* Internet Users, 2008-2009 (hours)
- Social Media is Less of a Threat Than Texting
- Written Communication Method Used Most Often According to US Internet Users, February 2008 & June 2009 (% of respondents)
- Activity that US College Students Would Least Likely Give Up for a Week, October 2009 (% of respondents)
- Social and E-Mail Go Together
- Change* in Social Network and E-Mail Usage According to US Internet Users, June 2009 (% of respondents)
- Frequency with Which US Internet Users Check Personal E-Mail, Social Media Users vs. Non-Users, Fall 2009 (% of respondents)
- US Social Media Users* Who Use the Same E-Mail Account for Their Social Networking Alerts and Permission E-Mail, Fall 2009 (% of respondents)
- Maximizing the E-Mail/Social Connection
- Facebook and Twitter Usage of US Online Retailers, First half 2009 (% of total in each group)
- Social Media and E-Mail Marketing Integration Tools Used by SMB Marketers Worldwide, 2009 & 2010 (% of respondents in each group)
- Most Important E-Mail Marketing Initiatives in 2010 According to Business Executives Worldwide (% of respondents)
- Business Executives Worldwide Who Plan to Integrate Social Media into Their E-Mail Marketing Campaigns in 2010 (% of respondents)
- Importance of Integrating E-Mail Marketing and Social Media According to SMB Marketers Worldwide, February 2010 (% of respondents)
- Multiply the Sharing Opportunities
- Primary Method Used to Share Online Content Among Internet Users Worldwide, Q3 2009 (% of total)
- Conversion* Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, Q3 2009
- Primary Method Used to Share Online Content Among Internet Users Worldwide, October 2009 (% of total)
- Click-Through Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, October 2009
- Number of Page Views per Unique Click for Online Content Shared by Internet Users Worldwide, by Sharing Method, October 2009
- Provide a Broader Platform for Brand Advocates
- Very Influential* Information Sources for Deciding What Goods/Services to Buy According to US Internet Users, January 2010 (% of respondents)
- Shift the Control to the Consumer
- Leading Challenges to Creating* E-Mail Marketing Campaigns According to Small Businesses in North America, July 2009 (% of respondents)
- Reasons that US Internet Users Unsubscribe from E-Mail Newsletters, September 2009 (% of respondents)
- Online Marketing Channels Used to Interact with Companies/Brands According to US New Media Users, September 2009 (% of respondents)
- Reasons for Friending or Following Companies Through Social Media According to US Consumers, December 2009 (% of respondents)
- Use E-Mail Metrics to Enhance Social ROI
- Opinions About Their Ability to Measure ROI for Online Marketing Tactics According to Marketers* Worldwide, January 2010 (% of respondents)
- Business Executives Worldwide Who Have Seen a Lift in E-Mail Marketing Campaign Performance as a Result of Integrating Social Media, November 2009 (% of respondents)
- Comparative Estimates: Leading Metric Used by Marketers to Measure Social Media Marketing Success, 2009 (% of respondents)
- Metrics Used to Measure the Success of E-Mail Marketing According to Small Businesses in North America, July 2009 (% of respondents)
- Leading Metric Used to Measure Social Media ROI According to US B2B Companies, 2009 (% of respondents)
- Social Media's Influence on E-Mail Marketing According to US E-Mail Marketers, August 2009 (% of respondents)
- Average Cost per Lead for Inbound vs. Outbound Marketing According to Companies in North America, January 2010
- Social Media Marketing Objectives that Are Targeted and Measured by US Marketers, by Social Media Marketing Lifecycle Maturity, November 2009 (% of respondents)
- Conclusions
- Endnotes
- 109602
- Social Media Marketing Objectives that Are Targeted and Measured by US Marketers, by Social Media Marketing Lifecycle Maturity, November 2009 (% of respondents)
- 110577
- Comparative Estimates: Leading Metric Used by Marketers to Measure Social Media Marketing Success, 2009 (% of respondents)
- 111872
- Average Cost per Lead for Inbound vs. Outbound Marketing According to Companies in North America, January 2010
- Related Information and Links
- Related Links
- Contact
- Report Contributors
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