Use Email Marketing And Social Media As Part Of An Integrated Marketing Strategy

Use Email Marketing And Social Media As Part Of An Integrated Marketing Strategy:

Businesses that combine email marketing with social media marketing are more successful with their integrated marketing campaigns than those who use email alone.

That was the conclusion gleaned from a study conducted by email marketing provider Constant Contact and absolutely came as no surprise to me because I am huge believer in the fact that an integrated marketing strategy is vital to success and anytime I hear the word “integrated” or “integration” in the context of marketing and advertising, it catches my eye and gets my undivided attention. Unfortunately it would appear, at least from recent surveys and findings that the majority of marketers and marketing type folks are not practicing integration – be it integration of offline and online tactics or any other form integration.

The title of two of my most recent posts say it all…

Marketers Still Not Integrating Their Marketing Strategy & CMO’s To Increase Spending On Social Media But Integration Still Lacking.

However, there is hope… hope that marketers will realize the need for integration across all channels and all departments and eliminate those silos that threaten their very existence. Yes, that was melodramatic but I meant it to be as

I believe the lack of integration is that serious. And there is hope that marketers, – B2B Marketers, B2C Marketers, CMO’s will see results of surveys such as this one and realize that integration is key.

And from the looks of the findings integrating email marketing with social media marketing can prove to be very beneficial…

Constant Contact examined results data from small businesses and nonprofits that have combined their email marketing with social media marketing to those using only email marketing. Key findings include:

• Faster list growth: From June 2010 through August 2011, those using both social media and email marketing saw 14.43 percent list growth, while those using only email marketing saw 8.96 percent list growth.


• Larger average list size: Those using both tactics have email lists that are 53 percent larger on average than their email-only counterparts.


• Higher click-through rates: The average click-through rate for those using both email and social media marketing was 59.3 basis points higher than for those using email only.

Now, I realize this study dealt with “small” businesses but… I am confident that larger companies would see similar results. I also agree with Rick Jensen, chief sales and marketing officer for Constant Contact who, when asked whether to use email marketing or social media marketing said “… it’s not either/or; it’s both. Use email to communicate with your current customers and social media to reach new customers.”

I’m sure, however, that Mr. Jensen is also a proponent of renting mailing lists of prospects and not just using email marketing for existing customers but he is right in so much as your current customers are, one would assume, accustomed to receiving emails from you, hence the assumed higher click rate, whereas prospects may not be as receptive to email. They may, however, be more apt to engage via social media, which lends itself to a more personal experience, especially during that all-important first-impression part of any relationship.

What do you think? Do you use email marketing? Do you use it alone or with social media marketing? What has your experience been with email marketing and/or social media marketing?

Source: Constant Contact, Google Images, The Star Group, Use Email Marketing And Social Media As Part Of An Integrated Marketing Strategy