Social media increasingly compared to email marketing: and being asked to prove similar value

The latest report from the DMA UK’s Email Marketing Council finds that the industry is proving quarter on quarter to be an essential channel. In fact, newer channels like social media are now increasingly compared to email marketing and being asked to prove they can offer similar value. They say this turnaround is particularly noticeable in media coverage, with headlines such as “Stores Seeking Shoppers Find Email Outdraws Facebook” or “Email Is Crushing Twitter, Facebook for Selling Stuff Online” – replacing obsolete “Email is Dead” announcements.

Email Marketing Is Crushing Twitter, Facebook for Selling Stuff Online

The DMA UK’s National email benchmarking report October 2013  reveals a record volume of sent email. The press release notes the National email client survey 2013 also paints a positive picture: around a third of respondents said email marketing accounted for at least half of all digital business revenue and 89% declared email to be “important” or “very important” to their organisation. 2011 and early 2012 also saw growing acknowledgement of the varied business objectives email can contribute to. Email was perceived as moving beyond standalone direct response sales to a more diverse role, delivering broader content, supporting other channels, underpinning multichannel initiatives, and driving loyalty, awareness and branding.

Some of the report highlights:

  • The increase in the use of segmentation, especially in the mid level (4-6 segments) and while individualised communication remains challenging for many companies, due to lack of timely and complete data, it does again highlight the generally increasing sophistication of email campaigns
  • The increasing use of social media to collect email addresses. This is a simple, practical but effective example of ‘integration’ across channels, and helping contribute to the 36% increase in the number of email addresses that ESPs maintained from Q1 to Q4 2012

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