It seems that to be part of modern society you have to be on at least one form of social media! Whether it be Twitter, Facebook, Pinterest, Instagram etc it seems like everyone is all about the fast and two way communication that these sites can offer. Therefore, I was surprised to see a US study reveal that over there, email marketing still “trumps” social media for online customers. The Custora report who is the maker of a predictive analytics platform shows that online retailers are making new customers at four times the rate they were four years ago.
The survey sourced feedback from 72 million customers in the US within 86 retailers across 14 different industries and email marketing seemed to be the second most effective for online marketing, second to organic searching. Facebook made little impact on sales and Twitter none! I was shocked by this! The graph below shows the results in a visual for those who take things in visually!
For those who read my first post comparing the social media marketing channels, i found this comparison between email and social media marketing interesting. Sometimes we are trying to be so clever and innovative that we forget sometimes keeping it simple can be the most effective! Email marketing also had a greater Customer Lifetime Value (CLV) which is the amount a customer is worth over their lifetime. This indicates a stronger relationship with the brands they receive emails from compared to social media.
Although it is not in Australia I find it interesting to know whats going on in the e-marketing area around the globe! Some food for thought!