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Analysis email marketing and social media


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Comm100 analyses email marketing and social media and explain why email marketing is more important than ever in a socially-networked landscape.

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Analysis email marketing and social media

  1. 1. Comm100 Analysis: Email Marketing and Social MediaSocial media have become an important part of the internet and online marketing landscape in the lastdecade. How do social media impact email marketing, and is email marketing still relevant in a world fullof social networks? In this section, we analyze email marketing and social media and explain why emailmarketing is more important than ever in a socially-networked landscape.There are an increasing number of social media networks that, at one time or another, dominatedinternet traffic. Of course, marketing via social media has increased too, which is an obvious necessitysince so many consumers and customers spend so much time on social media sites. Does it make sensefor you to allocate all of your marketing resources to social media? No! Email marketing is still a veryimportant part of any complete web marketing strategy. Of course, in the socially-networked world,youll need to combine your email marketing and social media marketing strategies together to meetdifferent goals. Here are some tips and advice on how and why to merge email marketing and socialmedia strategies.Email Marketing Still Provides the Highest Return on InvestmentThe reality is that of all the studies and surveys of top marketers , one statistic remains true – no matterhow big the social media networks have gotten, email marketing still returns the greatest return oninvestment. This makes sense when you think about how little overhead or time it can take to send anextremely targeted email to a very specific group of customers or users. If for no other reason thanbecause you are a smart business person who appreciates the importance of a strong ROI number, emailmarketing should be at the top of your list of important direct sales and marketing communicationschannels.Consumers and Users Do Not Switch Email Addresses – But They Do MigrateSocial MediaDo you remember MySpace? What? You dont? But that was just a handful of years ago when MySpacewas the most popular destination on the internet (other than Google) and everybody had a MySpaceprofile and spent hours every day on the dominant social media site. Then, of course, Facebook arrivedand became wildly more popular. At the time of this writing, it seems unthinkable that anything wouldtake over Facebooks position, but its entirely possible that, by the time that you read this, Google Pluswill be the social network that everybody spends all of their time on. If there is one thing that seems tobe true of social media, it is that users will eventually migrate to another social network.That, however, is not true of email addresses. Certainly, sometimes people change their email address.But more frequently they simply add a secondary email address and use their older email address less 1
  2. 2. often or for different purposes. And, even if they dont check it daily, most people still check their oldemail address at least periodically.An email address isnt as permanent as a postal address, but once you have a customers email address ,you have a fairly assured way of getting a message in front of that customer. Changing email addressesis cumbersome. You need to notify all of the people whom you email with regularly and you lose what isoften an emotional email history. Unlike social media, which have so far proven to be transient at best,an email address is an almost assured way to be able to reach most customers or users eventually if notimmediately.Messages Do Not Disappear from InboxesOnce you send an email marketing message to a consumer, customer or user, that message remains inthat individuals email inbox until the individual either reads it or actively chooses to delete it. Thatmeans that even if the user hasnt read the email, your email subject line is still there in the inboxreminding the user of their relationship with your brand. A message on a social media is not permanent.Once you post a message, you are reliant on your user or consumer being logged into the social media ina time frame that allows them to see the posting. No matter how many times per day your businessmakes updates, you may not get the message across to a large group of your desired consumers.However, whether its actually read or not, email gets to your user or customer and reminds them oftheir relationship with you.Email Marketing is Targeted while Social Media is "One Size Fits All"The nature of social media is to protect a certain degree of privacy. Additionally, people do not alwaysprovide the most truthful information about themselves on a social media network. However, youremail marketing database contains information that allows you to segment and target communicationsbased on facts such as purchasing history, gender, age, and even geographic location. The most effectivemarketing messages are the most targeted marketing messages. Social media and social networks donot allow you to target messages effectively.Social Media is a Brand Engagement Tool, Not a Direct Sales Tool.At the heart of the matter, however, is the role of social media in your marketing strategy. Mostmarketing experts agree on one thing – social media is a branding tool, not a direct sales tool. A greatpart of the reason that email marketing continues to deliver the highest return on investment of allmarketing channels is that how users behave on social media networks does not translate into directsales. Social media users gather information and discuss products, they dont necessarily buy products.Social media is important for brand engagement. It is not, however, typically a direct sales channel likeemail marketing is. 2
  3. 3. Email Marketing and Social Media Need to Work TogetherAny good marketing plan is a comprehensive marketing plan. That means that your email marketing andsocial media platform should work together. There should be opportunities for users to share emailcontents via social media networks and opportunities for users to join your email marketing list viasocial media. One strategy does not mean that the other strategy doesnt need to exist. However, theexistence of social media networks certainly does not take away the need for a strong email marketingprogram and strategy!No matter what email marketing strategy you are taking, the first step to ensure a successful emailcampaign is to choose a reliable email sending partner. Comm100 offers you powerful Email MarketingSoftware, which is both a great long-term and short-term solution to improving your email marketingprogram to a new level. For more information please visit : 3