ClickZ – Consumer Email Behavior: Leveraging Social in Email Marketing
This is the fourth column in a series that features insights from a consumer survey conducted by my firm. This survey was completed in May 2012 and features results from nearly 400 respondents. The previous columns address “Leveraging Mobile in Email Marketing,” “Using Images in Email Marketing,” and “The Impact of Relevancy and Frequency.”
Consumers continue to have a great appetite for email, as 97 percent check their personal email account every day, making it the leading text-based consumer communication channel. However, we can all recognize the ubiquity and explosive growth of social sites and applications. Data from my firm’s study reveals this growth:
- 59 percent report to update their Facebook status on at least a daily basis.
- 33 percent shared something in a marketing message on Facebook or Twitter, which interestingly is equal to the amount of consumers that report to have recently signed up to receive online banking statements or e-bills in the last six months.
- 30 percent report to have posted on Twitter.
- 22 percent report to have re-tweeted something on Twitter.
Clearly consumers are engaged with social, and this together with the popularity of texting in our mobile, always-on, connected society, we live in what our firm terms a short-term society. That is, there are many things vying for our attention and social plays into that. The short-term nature of today’s mindset and messaging has created a new vernacular. We’re talking in sound bites. In honor of that nugget of truth, here are nine sound bites to take away from a webinar that I did for Act-On recently that focused on improving social marketing effectiveness:
Leveraging Social Media: 9 Truths
- Consumer behaviors influence B2B. Consumer email behaviors are the behaviors that envelop our day. We take our cues from our daily life. What we learn to do as consumers, we take into the workplace…our ideas are formed from what we do in our consumer lives.
- Email is an integral part of social marketing. Email was the first social networking tool. Email is our digital fingerprint; you need an email address to have a Twitter account or most social accounts…if you’re going to do anything online, email is a part of it. Email is not separate from the social marketing world; it’s an integral part of it.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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