Eloqua just published some remarkable statistics about Email Marketing vs Social Media.
Using aggregate numbers from their clients, they decided to look at how each effects traffic to websites.
Here’s the data:
The numbers for each are increasing:
- Web traffic from Social Media are up 331% over a year.
- Email opens grew 27% over the past year.
- Email click-throughs grew 19% over the past year.
You could interpret the data to mean that social media is growing rapidly, so you should jump on board. Or you could argue that email marketing is significantly more important for you business.
I’d argue that it shows an increasing percentage of online engagement (not shocking to anyone) and companies should jump on board with both.
But lets say you have to choose one:
Considerations for focusing on email marketing:
- Email marketing is going to require that you capture data from interested folks. That requires a bit more effort than a “like” on Facebook or a “follow” on Twitter.
- Email marketing is the anti-Groupon. You’re going to be connecting and rewarding your most interested customers with incentives rather than “new” folks.
- Email marketing gives you a place for long-form story-telling. Pro: you get to be a bit more creative. Con: it requires more work.
- Consumers can learn to ignore your emails.
- Email marketing can “feel” spammy if done wrong.
- Lots of solid data supporting best practices here.
Considerations for a focus on social media:
- Typing status updates or tweets doesn’t require a lot of time.
- Much more “conversational.”
- Longer investment until influence shows the return you’re looking for.
- Crowded space. Fighting for attention with celebrities, comedians & close friends.
- Data supporting best practices exists, but not solidified.
What are your thoughts on the data?
Most Commented