Friday, 28 May 2010

Email marketing gets twice the conversions of social media

Posted by Unknown at 11:27 am Labels: , , ,
Remember the blog article that I posted about the power of social media?  Well maybe, as a result of that and the speed at which social media has grown in the online marketing world; you’re wondering ‘If that can be accomplished with just Facebook and Twitter, why do I need email Marketing?’



eMarketer recently reported that social media usage is on the increase and the new Marketing opportunities that are presented go a long way to explaining the attraction of Social Marketing. That said, it was less than a month ago when Marketing Sherpa’s weekly chart was indicating that marketers are still impressed by email marketing and believe it to be as rewarding as ever. Which begs the question; ‘Which is the most effective?’

Some find that it’s not the easiest question to answer, but this case study by MarketingVox, illustrates perfectly the effective differences between email and social media marketing.

Email marketing has the ability to convert twice as many sales as social media.

When all is said and done, the benefits gained from marketing a healthy brand and keeping it highly visible and well-recognised across all marketing channels, are not as useful as converting that interest into sales – that, after all, is where the money is!

How do they compare?

Mary Spio is a partner in Gen2Media, an agency in the music industry working with such big names as John Mayer and The Black Eyed Peas.  She studied two of their music artists, (she referred to them as A and B, so I’ll stay with that). She compared their different marketing approaches and how that effected their individual sales.

Artist A, got over 20 million views on the social network, YouTube - but showed no real interest in email marketing campaigns.  Artist B began by implementing an email campaign to enable direct contact with fans. Using a list of 2 million subscribers he launched a personalised email campaign over a full weekend which offered his subscribers exclusive tracks through iTunes.  In just those two days his email campaign raised $ 700,000.

When it is properly managed, Social media is a fantastic tool for attracting an audience of existing and potential customers to your brand but it is a mass-communication tool.  Yes, it’s also true that email is a mass-communication tool, but it is more personal! With email you take your communication to an individual follower, addressing them by name and through their own inbox. 

Which is the winning strategy?  As a firm believer in ‘Having your cake and eating it’, I prefer to have the best of both worlds.  The art is in knowing the strengths and weaknesses of each tool and using them so that they complement each other.

As highlighted by this case study, it’s great to broaden your reach using social media but we must never lose sight of the fact that consumers respond much better when they are treated as individuals.

With email marketing you can target your subscribers individually, creating the foundation to build your own loyal customer base.  Not to mention, converting those sales.
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Wednesday, 26 May 2010

We may be Football Crazy & Football mad but we're also newsletter clever

Posted by Unknown at 11:28 am Labels: , , ,
Whether you are a casual follower or an ardent fan, you cannot fail to be aware of the forthcoming  WORLD CUP in South Africa. That also goes for your readers and you know us, ever on the ball ( yes, that pun WAS intended ) so we asked our Design Team to join our enthusiasm and create some themed templates to help us out – see below……..

So kick-off ( ! ) your past designs and set your goal ( oops, there we go again ) to engage your readers in your own version of soccer fever.
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