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BizReport : Email Marketing : October 16, 2009

Email a stepping stone to social media success

According to a new study conducted by Harris Interactive and commissioned by Pontiflex, consumers are far more willing to share their email information with brands than their social networking details, demonstrating that email remains a key tool even in social marketing campaigns.

by Helen Leggatt

The study found that while only 12% of online adults said they would be willing to provide marketers with social media information, such as a Twitter or Facebook name, a massive 96% had provided their email to brands in exchange for special promotions or more information.

To break it down further, of the 2,064 online adults age 18 and older that were surveyed, 17% of those age 18-34, 8% of those age 35-44 and 7% of those age 45-54 were happy sharing their social networking names or handles with brands.

"Building a relationship in the social networking space is not very different from building a relationship in the real world," explained Zephrin Laskerm, Pontiflex CEO.

"Once marketers have built relationships and trust through email, they then engage consumers in relevant ways on social networking sites."

Other key findings from the study include:

- 68% of online adults are more likely to trust a brand they hear from often and that offers them personalized deals or information online,

- 78% of online adults said they dislike having to leave their destination when they click on a banner ad,

- 47% of online adults said they have intentionally clicked on ads on a website.

Tags: email marketing, lead generation, relationship building, social media, social networking, study

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  • No one wants to be bombarded when signing in to social networking sites by advertisers. Sharing email allows people a chance to invite them to their social networking sites or simply leave it to their spam filter.



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