Convince & Convert: Why Social Supports Email in the Interactive Marketing Hub
Source: Convince & Convert
By Jay Baer
A big distinction between email marketing and social media marketing is the difference between actual audience and potential audience.
Email is all about actual audience. If someone signs up for your email updates when you send one out, that person will receive it in almost every case. Will that open it? Approximately 25% of the time (on average) they will. Will they click on it to visit your offer/website/landing page? Perhaps 3-5% of the time (on average) they will.
Social media marketing is all about potential audience. If someone signs up to follow your company on Twitter, when you tweet will that person see it? That depends upon how many other people/brands they are following, and how often they check Twitter. In general, however, the chances any one Twitter follower sees any specific update from you is minimal. The average consumer receives 44 emails per day, which is far fewer than the number of tweets to which the average person is potentially subjected. Further, I suspect most people check email more frequently than they check Twitter throughout the day.
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