JP DC Remember StrongMail’s poll I wrote about? Well, the poll also found that social email marketing is a clear focus for many businesses: 69 percent of respondents plan to integrate social media marketing with their email marketing campaigns in 2010.
The bad news however is that, those who already combined social media and email, don’t seem to get significant results from it and/or have trouble measuring them.
Measuring social media is easy enough, measuring email marketing is extremely easy but measuring both from an integrated perspective as in social email marketing? It seems like few people know exactly how and what and I think that this is the reason why some recent surveys say that marketers want to invest in social email marketing but that there is no obvious proven return.
My guess is that there is no proven return because there is no proper measurement and that has everything to do with a lack of implementing cross-channel metrics which is caused by a lack of an integrated marketing view. I submitted the issue to the people of Radian 6 by mail. Curious to see what they think. Or maybe it’s better to ask Email Data Source: last November they launched version 4.0 of their Email Analyst platform to monitor competitive Twitter marketing offers.
It is the first monitoring tool that combines email and social media and that enables marketers to compare the efficiency of both (Twitter and email in this case).