Monday, July 19, 2010

Why Consumers Connect with Marketers via Email and Social

Many email and social media marketers are beginning to realize that by combining the strengths of both tactics they have an opportunity to increase effectiveness, rather than compete with each other.

Until recently, most efforts have focused on linking existing email strategies with emerging social ones. As combined efforts become more advanced, sophisticated integration will mean segmenting email and social audiences to understand how they overlap, what they want and how messages should be customized for the two tactics.

Based on research from ExactTarget, the motivation for opting in to marketing emails somewhat different from what most studies show regarding liking brands on Facebook or following them on Twitter. Discounts and promotions were the clear winner, followed by freebies and sales. Reasons like wanting to interact with the brand or show their support came in at the bottom of the list.

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