Ben Wise on Branding

Watching the world through the lens of the brand

Despite All the Buzz, Email Still Trumps Social Media

leave a comment »

Much to my dismay, I found myself spending much of my Sunday afternoon in a mall. While I don’t love shopping, I am always amazed by the positioning of brands at this crucial touch point in their relationship with me as a consumer. After stopping at a few stores, it became abundantly clear that brands are still placing much more emphasis on email marketing than social media.

Four of the five stores I stopped at were offering discounts if you signed up to their email list. Only one of the five prominently displayed their social media channels (ie ‘check us out on Facebook/Twitter/YouTube’).

This was reinforced in data published by eMarketer that shows that most consumers still prefer to receive promotions by email. Of all respondents, 37% said their preferred method was Email, followed by Mailers at 23%. Only 9% prefer to receive promotions by Social Media, placing the channel fifth among consumers.

Is this short-sighted?

However, this  may indicate that brands are being too short-sighted. Email promotions offer a very clear and easy to measure ROI. If you measure the ROI of a single promotion on social media, it will likely come in lower than email. In the short-term, email definitely wins.

But this isn’t an ‘apples to apples’ comparison since it doesn’t take into account the long-term impact on consumer loyalty. With the common ‘Please do not reply to this message’ on almost every email campaign, there is much less opportunity to develop a relationship between the brand and the consumer. Social media, on the other hand, is designed around building and maintaining relationships.

The downside is that these relationships are hard to measure, so brands stick with email campaigns.

What do you think? Email or social?

Advertisements

Written by benwisebranding

July 21, 2010 at 8:24 pm

Posted in Uncategorized

Tagged with , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: