Integrating Social Media
A record number of email marketers plan to bridge the gap between online social networks and their email marketing campaigns in 2009, according to new research from Ball State University, the Email Marketer’s Club and ExactTarget.
The study surveyed 351 email marketers in March and found that while only 13 percent leveraged the power of online networks last year to grow their email subscriber list, more than 46 percent plan to use social media and email in tandem in 2009.
“While the global reach, rapid adoption and high engagement found in social media have email marketers salivating at the potential these environments offer to engage with customers and prospects, the real challenge is how best to facilitate meaningful interactions,” said Morgan Stewart, ExactTarget’s director of research and strategy.
“Consumers are reluctant to invite marketers into social environments, and this is because they don’t want to see the channel overrun with irrelevant commercial messages,” Stewart said. “However, marketers who are able to align their messaging with the distinct mindset of consumers engaging in social networks are posting positive results and building a quality following in these environments.”
