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BizReport : Social Marketing : April 06, 2012

Discounts, offers driving both email, social engagement

Brands: just because you have a social profile you shouldn't neglect your email lists. Because, according to new data email and social marketing are getting attention for different reasons from the consumer base. Focusing on email or social rather than integrating both could leave some consumers without the information they need.

by Kristina Knight

According to a Chadwick Martin Bailey and Constant Contact report, discounts and offers are why consumer engage with both email lists and with branded social profiled. But, on social networks, consumers are 'liking' branded pages because they also want to participate with specific offers or show their support of a brand.

Some takeaways from the report include:

• 58% of email list members join for discounts/special offers
• 41% of social networkers 'like' business pages for discounts/special offers
• 39% of email subscribers join to specific promotions
• 25% of social networkers 'like' a business to show their support
• 26% of email subscribers, 23% of social networkers join/like to gain exclusive content

"Whether someone 'Likes' your page or 'Opts-in' to your newsletter, they are effectively giving you permission to communicate; one happens to be in the newsfeed and the other, in the inbox," said Mark Schmulen, general manager of social media, Constant Contact. "The main reasons people unlike or unsubscribe have to do with relevancy and frequency. Content isn't king. Relevant content is king. Effective marketing is about earning your audience's permission and delivering relevant and actionable content without being overly intrusive. This data shows the importance of not just producing great, engaging content, but following best practices and finding the right balance between over-doing it and not communicating enough."

Meanwhile, for March, Responsys reports retailers increased email sends by 10% (Year over Year). For the first quarter, retail email volume has seen an increase of more than 20% (Year over Year).

Tags: Chadwick Martin Bailey, Constant Contact, email list, email marketing, email subscribers, Responsys, social marketing, social networks, social sharing

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