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Email Marketing in the Age of Social Media

Email Marketing in the Age of Social Media

The buzz surrounding social media is hard to escape.  With Google+ jumping into the fray the buzz has gotten even louder.  The hype surrounding social media may help to explain the popular—though mistaken—notion that social media represents the best way forward for marketing.  Don’t get me wrong.  Facebook and Google+ are great platforms for tactically targeted messaging and brand exposure in social media marketing.  Even though social media is altogether more sexy; good old fashioned email messaging will still form the backbone of effective marketing methods for the foreseeable future.

 

Why Email Marketing Works

 

The majority of consumers use social media to socialize, not to shop.  And while Facebook ads have some success, frequenters of Facebook often view advertising as an intrusion into their social space.  Some view it as a necessary evil; realizing that Facebook has to generate revenue somehow and advertising does this.  But the fact remains that social media consumers are not predisposed to engage with advertising while they’re virtually socializing.  They are however, predisposed to effective email marketing.

 

Emails Aren’t Intimidating

 

We’ve become accustomed to email marketing in a way that’s really surprising.  Part of this has to do with the fact that unlike telemarketing, email marketing doesn’t feel intrusive.  Telemarketing can backfire because a phone call from someone wanting to sell you something can put you on the defensive immediately.  Even if the product or service being marketed represents an excellent value, the mere fact that you were called by someone trying to sell you something may outweigh that.  Email marketing is different.

 

Emails Don’t Demand Immediate Answers

 

One of the reasons that email marketing is so effective is precisely because there’s no feeling of intimidation associated with it.  When you receive marketing emails there’s no feeling of urgency.  You can open and read them at your leisure, and unlike telemarketing there’s no one demanding an immediate answer.  The downside for marketers is that emails can simply be deleted and have no effect ultimately on the receiver’s future purchasing decisions.  Making sure that you’re crafting your marketing emails in such a way as to maximize impact is the key to enhancing effectiveness.

 

Know Your Customers

 

Knowing your customer is important.  If you really want to leverage the power of email marketing you have to know what your customers want.  A good way to gain insight into what customers want is to know what they’ve purchased in the past.  Being able to track customers’ purchase history and integrating that into targeted email marketing campaign can be very effective.  I’m a frequent purchaser of items at the Gap.  But I seldom make purchases that aren’t discounted or on sale.  When Gap sends me an email informing me about sale items that I often purchase—khakis and polo shirts for example—I very often make substantial purchases just because of the email.  Emails like this that represent real value for me are never going to get deleted until I’ve read them and absorbed the information.  In fact, I often don’t delete them at all until the sale period has passed.

 

Integrate Your Email Marketing With Your Social Media Presence

 

Once you’ve maximized the effectiveness of your email marketing you can integrate social media into the mix.  Targeting individuals that already are consumers of your products with Facebook advertising makes it more likely that they’ll check out the ad.  If you can get individuals to “like” you on Facebook, your status updates are more likely to show up in the newsfeeds of their friends.  And if you can get people actively responding and engaging on your Facebook page, you’ll have cleared a big hurdle.  Email marketing is one way communication.  When people respond positively to your brand on Facebook and other social media, your marketing effectiveness can increase exponentially.

Author Bio: Jesse Langley lives near Chicago. He divides his time among work, writing and family life. He has a keen interest in blogging and social media and advocates for online training.

About The Author

is the founder and CEO of Practical SEO and also a passionate blogger. All of his free time he dedicates to his Practical SEO blog and giving free advice as well as participating in the blogging community.

Connect with me on Facebook | Twitter | Google + | LinkedIn

12 Response to Email Marketing in the Age of Social Media

  1. Round Up #31 — lawmacs web design blog on July 23, 2011

    [...] (2)Email Marketing in the Age of Social Media – The buzz surrounding social media is hard to escape. With Google+ jumping into the fray the buzz has gotten even louder. The hype surrounding social media may help to explain the popular—though mistaken—notion that social media represents the best way forward for marketing. Don’t get me wrong. Facebook and Google+ are great platforms for tactically targeted messaging and brand exposure in social media marketing. Even though social media is altogether more sexy; good old fashioned email messaging will still form the backbone of effective marketing methods for the foreseeable future. [...]

  2. Argumentative essay on July 25, 2011

    Excellent post!!! Blogging has certainly helped me to became a better researcher.. The idea out there are creative, unique & quiet brilliant..
    Thanks for dropping by you have a great blog!!!

  3. Anna on July 25, 2011

    I don’t find and consider email marketing a great idea to use as mostly people don’t read such emails and they are considered like spam in fact. People are tired of usual ways of promotion and that’s why social media is very popular now.

  4. Zarko on July 25, 2011

    Hey Anna,

    social media is great and all, but focusing only on one thing won’t get you the best results. Just going after links from guest posts has quality, but if you don’t mix it up with some real websites, business listings etc… you won’t get far. The same is with email marketing, it may fall behind social media, but utilizing every aspect of internet marketing is what separates the top from the rest of the online flock…

  5. Amit@Forklift Training on July 27, 2011

    Social websites are a quick way to get the word out on your products, it’s understandable why people believe they’re the best way forward for marketing.
    And it’s true, they rely too much on it, but i’d like to think they’ll expand their horizons with time.

  6. Felicia @ No Deposit Poker on July 28, 2011

    Hi Zarko,
    Despite the boom of social media sites, email marketing is still alive and kicking. In fact, it remains main source of income for bloggers who are generating money online.

  7. Jesica Wills on July 28, 2011

    Thanks Zarko. Email marketing is new for me. Its an interesting subject and I love to get learn more about it. Thanks for the new topic given to me to understand.

  8. fred @ finallyfast.com on August 1, 2011

    I agree that generally there’s no intimidation, however, if you end up on a list you didn’t intend to, and feel like you keep receiving unwanted emails, it can feel similar to telemarketing.

    That’s one of the reasons I’m always advising clients to “chill out” a bit when it comes to the amount of email newsletters and things that are sent out. There is a line that can be crossed as far as aggressive email marketing.

  9. Veronica Cervera@miami homes on August 3, 2011

    Email Marketing still have a very important role to play but because of too many spam mails even this method is sometimes proved as a weakening one. However, people are still effectively doing Email Marketing. I think the solution lies in understanding how to effectively implement this method for maximum benefit.

  10. Noel Addison@Web Development Ventura on August 10, 2011

    Email marketing might be one of the oldest techniques in gaining more customers online but it is still effective until now. Proper strategies are needed to effectively implement email marketing.

  11. jkar@IT Trade Show on August 19, 2011

    I agree with you Anna, people today gets into social media for a search of products and services because they know that whenever a product is popular they can rely on it.

  12. Waterpearls on March 30, 2012

    Hi Zarko,
    Its a comprehensive post on email marketing.Email marketing become an important part of businesses these days and it is good to know about it at its best also there are some strategies involved in maximizing email marketing effectiveness but once we maximized the effectiveness of email marketing we can integrate social media into the mix and then can see its oustanding results.

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