Social Media Is Not Killing Email
March 1st, 2011
Another interesting tidbit from eMarketer. It seems that those who are pronouncing the death of email by social media are somewhat premature. According to a study by Merkle cited in eMarketer, email remains the top choice for commercial communication among all age groups, and checking email via mobile is becoming a critical activity. In fact, social media usage is hardly taking away from email at all. Rather, social media users are significantly more likely than other internet users to check their email four or more times per day, and less likely to check infrequently.
We (Mosaic) believe that email marketing remains one of the most under-utilized communication strategies by companies and marketers, at least here in western Canada. With a well-thought through strategy and good useful content, email is one of the most effective ways to put actionable messaging in front of your customers and prospects.
One of favourite strategies is to integrate our clients’ blog and email marketing strategies. We are not fans of long newsletters with lots of content. Nothing turns into an unsubscribe faster than an email newsletter that bludgeons recipients with too much information. We use email to provide brief highlights of latest blog posts, driving click-thru traffic to the blog post itself.
