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How does social media support email growth?

March 5, 2012

I keep seeing the question, "is social media killing email?". And I think it’s about time I addressed the issue.

The answer is no. In reality social media is enhancing and supporting the growth of email. In 2011 email marketing platforms and services grew by an estimated 15.5% in the UK, and have grown consistently over the past 8 years – see Econsultancy’s Email Marketing Platforms Buyers Guide 2012.

Think about your relationship with brands with products or services you’re interested in and already signed up to. How did you’re online relationship begin? Did you visit their website, browse and sign up to their newsletter? Did you add them on a social media site first, then visit their website? To start using a social media site, you must have an email address to sign up, firstly to verify the account and secondly so they can send you email notifications, (depending on your settings).
Social sharing buttons within emails, and the focus on sharing content across mediums, means the relationship between social media and email is already linked and developing fast.
Statistics show that a brand's behaviour and responsiveness on social sites can have a positive effect on an audiences future interaction with email. People are more likely open, read and click emails if they have previously had a positive interaction with a business or brand on a social media site.
The most successful businesses will use a combination of email marketing, intertwined with social media activity to support their objectives.
Methods are can be simple at first, such as re-posting newsletter content on social media, and become more intricate to drive specific social media campaigns. Start by clearly defining your customer/audience, and think about how that demographic group behaves on social media. This will provide you with a good place to start interacting with your target audience outside of your email campaigns.
Email marketing is alive and thriving. There is no stopping the growth of social media. And there is a very clear link between the two. It is up to email marketing professionals to be innovative enough to reap the rewards of email and social, and maximise the potential it can bring.

Posted by Jenni Malley
Social Media

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