The Wedding of the Century: Email Marketing & Social Marketing

The Wedding of the Century: Email Marketing & Social MarketingEveryone is talking about this week’s big royal wedding, but the hottest romance for marketers is social and email marketing.

Well, to be honest, these are just two of the channels marketers should be romancing with a multi-channel approach.


According to eCricle’s European Social Media and Email Marketing Study:

  • 95% of the people with an email account check their emails at least once a day.
  • One quarter of email receivers check their emails via a mobile device every day.
  • Most of the social networkers still use their email account for ecommerce (85%).

The online survey was conducted late last year and had just over 1000 European respondents ranging in age from 14 to 69 years.

As you can see from the numbers above, email is still the one channel which seems to reach just about everyone practically every day. In fact, everyone taking part in the survey (and this will likely come as no surprise) uses email.

Older target groups lean towards email and newsletters as the preferred channel, while the 20-49 demographic are best reached via a combination of email and social media marketing.

The numbers keep supporting the conclusion that multi-channel marketing is a must if you want to reach the widest possible audience. Of course, it’s not just about reach! It’s also about choice. Putting the power of choice in the hands of the consumer and allowing them to decide when and where they want to interact with you is one powerfully positive message!

Email and social networks are actually closely linked. You can’t even register for a social network unless you have an email account. The notion that every new communication channel must kill the previous one is rather myopic. Historically, mass communication channels don’t die, they evolve. It’s certainly true that some traditional channels are in trouble, such as print, but it’s not likely they will simply cease to exist anytime soon. There will certainly be a shake out and those who can’t keep up will die, but a mass extinction any time soon is unlikely.

So email marketing has quite a few years of relevance left and in fact, smartphones are likely to invigorate email as people use email along with social and SMS to stay in touch and keep informed. One word of caution, as more and more people become smartphone users, I suspect they will become less and less tolerant of irrelevant information from marketers via this platform. The smartphone is a very personal device and we would all do well to respect the personal space it occupies.

When the survey asked what people use email for, the number one response was to communicate with family, friends and acquaintances. Online ordering and purchasing was second and coming in at number three was notifications from social networks. It appears email and social can live happily ever after or at least shack up and share the rent.

The same survey found that the reason most people are fans or followers of a brand is because they are looking for discounts and special offers. Right behind that was a desire to be informed about company and brand news.

Marketers just can’t rely on one channel anymore. A multi-channel approach where the choice is in the hands of the consumer and you are there when they want to interact is the key to a happy relationship.

Marketing relationships: why connecting and staying connected matters

Customers I often write about the importance of valuable relationships on this blog. Some people don’t understand that I even focus on the relational aspect of email marketing and other marketing techniques that are often seen as pure direct marketing.

Make no mistake, however, this blog is about marketing and while I strongly believe in being authentic, conversational and ‘open’, I am not naïve.

Marketing is about results and I still have to find the first company that spend marketing budgets to be simply nice.

However, while corporate sharks and die-hard marketers will tell you that being nice does not work when it comes to making money, the truth is that it is effective.

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