Is Social Media Cannibalising Email Marketing?
Preference. With greater freedom to choose, we as online marketers must enhance our targeting capabilities so that we get noticed by a larger proportion of our potential audience (subscribers, followers and fans.) I feel like i'm stating the obvious here, but ExactTarget have provided the evidence to back it up: People don't interact with brands in silos:
There's an overlap between channels like Email, Facebook and Twitter but different audience subsets have their preferred interaction channel. For example, it's a younger audience that is more likely to share your message on Facebook.
The report supports what we have come to accept as best practice content guidelines for engagement:
On Facebook, provide infotainment
On Twitter, it's all about what's new and keeping people informed.
How is Social Media impacting your email marketing?
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