Email helps to pave the road to social media engagement
A study from Harris Interactive and commissioned by Pontiflex found that only 12 percent of online adults are willing to share their social media profiles with brands. On the other hand almost everyone (96 percent) is willing to give their email address to marketeers for discounts, special offers and information.
2,064 online adults age 18 and older were surveyed. The willingness to share their social media information declined with age. Percentages for different age groups were
- 18-34y – 17%
- 35-44y – 8%
- 45-54y – 7%
This shows that email is still a potent tool to get consumers engaged in personal interaction. So, marketers should start with the email, build a relationship and move on to engage people in social media sites.
“Building a relationship in the social networking space is not very different from building a relationship in the real world. Once marketers have built relationships and trust through e-mail, they then engage consumers in relevant ways on social networking sites.” — Pontiflex CEO Zephrin Lasker
Other interesting finding from the survey that support the use of email:
- 68% of online adults are more likely to trust a brand they hear from often and that offers them personalized deals or information online
- 78% of online adults said they dislike having to leave their destination when they click on a banner ad
- 47% of online adults said they have intentionally clicked on ads on a website
According to data from Nielsen:
“It actually appears that social media use makes people consume email more, not less, as we had originally assumed — particularly for the highest social media users,” — Jon Gibs, VP of media analytics at Nielsen
The Direct Marketing Association projected that email marketing will generate an ROI of $43.52 in 2009 — twice the return earned by other marketing channels.