I came across a fabulous article from Econsultancy today entitled: “Email: the Forgotten Social Network.” I’ve always felt that the email channel was a feeder to or promoter of traditional (did I just say that?) social media networks — but I never thought of it as a social network all unto itself. However, the article makes some excellent points:
Successful email marketing and the network of sites and applications that make up what we today call social media rely on three important elements:
- Engaging content.
- Accompanying and relevant links.
- The ability to share information.
Hellooooo . . . email marketing is a social network! And here I’d always thought it was a direct marketing channel.
The article points to some other excellent points . . . like:
- There are 2.9bn email accounts worldwide (The Radicati Group, Inc. Releases Email Statistics Report, 2010-2014).
- Email is still one of the most popular online activities: 92% of U.S. adults online use email (Pew Research Center 08/09/2011).
- 86% of people 18 and over share content via email (Marketing Profs October 2010).
- Email is the preferred method of commercial communication by 74% of all online adults (Merkle View From the Digital Inbox 2011).
- 58% of people in the U.S. start their online day by reading their email (ExactTarget ìEmail X-Factor Study 2010).
- U.S. internet users engage with an average of 11.8 brands via Email, compared to 9.4 brands via Facebook and 7.9 brands via Twitter (ExactTarget Subscribers, Fans, and Followers: The Social Profile 2010).
Email marketing is such a powerful tool — but obviously, you have to do it correctly. Many of us are absolutely addicted to our smart-phones. And more and more people are responding to emails on mobile devices, so response rates are continuing to increase — even as more email campaigns are deployed. As usual, the more relevant, targeted and compelling the offer is, the more success you will have.
So, use our newest social network . . . . email . . . for your upcoming campaigns. Don’t forget you can also use it to promote your Twitter and Facebook pages, too (old-school social networks). : )