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Maximizing the E-Mail/Social Media Connection

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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.Key questions this report answers: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'  

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Maximizing the E-Mail/Social Media Connection

  1. 1. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Maximizing the E-Mail/Social Media ConnectionPublished on March 2010 Report SummaryIn 2009 e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful. Socialmedia is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging customers andprospects.Even though people are spending more time using social media, they are not abandoning e-mail. The two channels can help eachother, 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 usethese four strategies:Multiply the sharing opportunities by linking e-mail messaging with social media messaging.Provide a broaderplatform for brand advocates; encourage the best customers to share with friends via social media.Shift the control to the consumerby providing multiple avenues to interact with a company.Use e-mail metrics such as response rate and conversions to enhancesocial ROI.Key questions this report answers:How important are social media and e-mail to marketersHow do consumers use the twochannels to communicateWhy is social sharing importantHow can integrating social media and e-mail give consumers more controlover their brand experience and a broader platform to act as advocatesWhich e-mail metrics can also be used to measure socialmedia success Table of ContentExecutive SummarySocial Medias Influence on E-Mail Marketing According to US E-Mail Marketers, August 2009 (% of respondents)Key QuestionsThe eMarketer ViewMarketer Spending and UsageAllocation 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 BothE-Mail Marketing Challenges Among US E-Mail Marketers, August 2009 (% of respondents)More Consumers Use E-MailMonthly Online Activities of US Internet Users, 2009 (millions)Technology-Based Activities of US Internet Users, 2007-2009 (% of respondents)Maximizing the E-Mail/Social Media Connection Page 1/4
  2. 2. Find Industry reports, Company profilesReportLinker and Market StatisticsTime Spent Using Select Online Communication Tools per Week by US Millennial* Internet Users, 2008-2009 (hours)Social Media is Less of a Threat Than TextingWritten 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 TogetherChange* 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 ConnectionFacebook 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 eachgroup)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 (% ofrespondents)Importance of Integrating E-Mail Marketing and Social Media According to SMB Marketers Worldwide, February 2010 (% ofrespondents)Multiply the Sharing OpportunitiesPrimary 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 2009Primary 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 2009Number of Page Views per Unique Click for Online Content Shared by Internet Users Worldwide, by Sharing Method, October 2009Provide a Broader Platform for Brand AdvocatesVery Influential* Information Sources for Deciding What Goods/Services to Buy According to US Internet Users, January 2010 (% ofrespondents)Shift the Control to the ConsumerLeading Challenges to Creating* E-Mail Marketing Campaigns According to Small Businesses in North America, July 2009 (% ofrespondents)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 (% ofrespondents)Reasons for Friending or Following Companies Through Social Media According to US Consumers, December 2009 (% ofrespondents)Use E-Mail Metrics to Enhance Social ROIOpinions About Their Ability to Measure ROI for Online Marketing Tactics According to Marketers* Worldwide, January 2010 (% ofrespondents)Business Executives Worldwide Who Have Seen a Lift in E-Mail Marketing Campaign Performance as a Result of Integrating SocialMedia, 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 (% ofrespondents)Leading Metric Used to Measure Social Media ROI According to US B2B Companies, 2009 (% of respondents)Social Medias 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 2010Social Media Marketing Objectives that Are Targeted and Measured by US Marketers, by Social Media Marketing Lifecycle Maturity,November 2009 (% of respondents)ConclusionsMaximizing the E-Mail/Social Media Connection Page 2/4
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  4. 4. Find Industry reports, Company profilesReportLinker and Market Statistics Payment Information Please indicate the payment method, you would like to use by selecting the appropriate box. Payment by credit card Card Number: ______________________________________________ Expiry Date __________ / _________ CVV Number _____________________ Card Type (ex: Visa, Amex…) _________________________________ Payment by wire transfer Crédit Mutuel RIB : 10278 07314 00020257701 89 BIC : CMCIFR2A IBAN : FR76 1027 8073 1400 0202 5770 189 Payment by check UBIQUICK SAS 16 rue Grenette – 69002 LYON, FRANCE Customer signature:   Please note that by ordering from Reportlinker you are agreeing to our Terms and Conditions at http://www.reportlinker.com/index/terms Please fax this form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93Maximizing the E-Mail/Social Media Connection Page 4/4

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